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Brand Activation Research

Delivered January 2, 2020. Contributor: Edgar M.

Goals

To understand how to activate a brand on TMall, Weibo, Wechat, Red, and TikTok in the Chinese market.

Early Findings

Nars

  • Nars is a French cosmetic brand. It launched on Tmall in August 2018.
  • After launching the store, it began "hosting regular live streaming shows on Taobao Live with their professional makeup artists".
  • Nars used Key Opinion Leaders (KOL) such as Hani and Janicekidd to promote the brand with articles.
  • It also worked with video and top beauty bloggers in China.
  • The Nars Tmall store had more than 486,000 followers within one month of launching.
  • Here is the link to the Google document with marketing images.



Proposed next steps:

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