.jpeg)
China’s social media ecosystem is highly fragmented, with each platform serving a distinct purpose in the consumer journey. GlowBotanica, a clean beauty brand, needed to establish a strong presence but struggled with a uniform content approach that failed to resonate. We stepped in to overhaul their social media management, creating a tailored omnichannel ecosystem.
We positioned Xiaohongshu (RED) as the "discovery and education" hub. Here, we published aesthetically pleasing, ingredient-focused infographics and authentic user-generated content to build a strong community of skincare enthusiasts. Douyin became our "viral reach and entertainment" channel, utilizing short, engaging video formats—like behind-the-scenes lab tours and dramatic before-and-after transformations—to capture mass attention. Finally, the WeChat Official Account was transformed into the "loyalty and CRM" engine, delivering in-depth brand stories, exclusive VIP promotions, and seamless WeChat Mini-program shopping.