Brand Activation Research
Delivered January 2, 2020. Contributor: Edgar M.
To understand how to activate a brand on TMall, Weibo, Wechat, Red, and TikTok in the Chinese market.
Nars is a French cosmetic brand. It launched on Tmall in August
After launching the store, it began "hosting regular
live streaming shows
on Taobao Live with their professional makeup artists".
Nars used Key Opinion Leaders (
) such as Hani and Janicekidd to promote the brand with articles.
It also worked with video and
bloggers in China.
The Nars Tmall store had more than
within one month of launching.
Here is the
to the Google document with marketing images.
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