The Objective
Ferrolip Hits No. 3 During Douyin E-Commerce Global Trends Week
Ferrolip, an Italian leader in baby & maternal nutrition, sought to enhance its market presence and drive growth in the competitive but lucrative Chinese market.Joining Douyin E-Commerce Global’s Global Brand Trends Week’s “Summer Boost for Babies” showcase and partnering with the 2024 CBME (Children, Baby, Maternity) Expo for baby and maternal products,
Ferrolip aimed to integrate online and offline resources across these two high-profile events to boost their brand profile.
Their primary objectives included boosting new customer acquisition, increasing repurchase frequency, and rapidly expanding their Douyin store sales, brand image, influence, and market share.
The Solution
To tackle the challenge of boosting their presence in a competitive market like China, Ferrolip adopted a strategic approach that combined the power of official offline events with targeted online marketing and influencer collaborations. Following this strategy, the brand capitalized on the high visibility of Douyin E-Commerce Global’s Trends Week and the CBME Expo, using both platforms to maximize exposure and engagement.
Ferrolip’s strategy was two-pronged, involving both self-promotion and collaborative marketing efforts. Their strategy started with a focused brand-building effort. By aligning with the official themes of Douyin E-Commerce Global’s Trends Week and the industry influence of the CBME Expo, the brand used a combination of brand livestreaming activities and influencer-led livestreams.
The brand’s combination of in-house promotions, competitive advertising, and influencer marketing led to a 46% increase in livestream room recommendations.
Metrics such as brand page visits, product click-through rates, conversion rates, total membership, average order value, product card clicks, and new customer acquisition all experienced significant improvements as a result. This included one livestream session hosted by Wu Ba (吴爸), which generated a whopping 1.28 million RMB in gross merchandise value (GMV).
The synergy of brand livestreaming and key opinion consumer (KOC) live sessions effectively captured and converted leads, driving a full-scale explosion in sales and brand visibility.
Their marketing cadence was also meticulously planned, starting with short video teasers that created buzz and elevated organic traffic. During the event, the integration of official store resources and aggressive advertising strategies, including the use of Ocean Engine Shopping Ads on Douyin, also ensured a steady flow of online traffic and sale conversions.
Ad Products
The Results
- 6.26M RMB in GMV
- Top 3 in baby & maternity vertical
Ferrolip’s integrated marketing approach, combining high-profile events with targeted marketing and influencer collaborations, resulted in transformative growth for the Italian brand.
This multifaceted approach allowed Ferrolip to significantly increase its audience from 5 million to 14 million, with substantial growth in high-value consumer segments. Notably, the brand’s ranking improved by 71 positions, landing them at No. 59. Their purchase conversion rate for high-value segments also saw a marked increase, raising their brand efficiency ranking by 136 positions to No. 9.
These efforts led to an impressive rise in content exposure and average order value, lifting the brand’s image ranking by 105 positions to No. 73. Additionally, the abundance of influencer resources from the expo enriched the brand’s influencer network, laying a solid foundation for future collaborations.
Additionally, Ferrolip’s strategic combination of influencer and branded livestreaming tactics led to a substantial boost in sales and store ranking, with significant improvements within both the pregnancy and baby food categories. Overall, their campaign achieved a GMV of 6.26 million RMB, securing a top-three position in the baby & maternity category during Douyin E-Commerce Global’s Trends Week.
In the space of a month, Ferrolip’s successful campaign execution not only boosted immediate sales but has also positioned Ferrolip as a prominent player in the Chinese maternal and infant nutrition market, paving the way for sustained growth and increased share in the market.
