The Objective
In the increasingly competitive baby and maternity nutrition market, Little Umbrella (小小伞), a prominent New Zealand-based children’s nutrition brand, aimed to build on the opportunity presented by the rising trend of health-conscious consumerism in China.
Their primary objectives were to enhance brand visibility and drive sales growth for their flagship product, Lutein. Despite the market’s potential size, the brand recognized it would be navigating a highly competitive landscape with numerous rivals and high expectations from its core customer base of Chinese families.
To achieve these objectives, the brand sought to leverage major mid-year industry events and digital marketing to expand their market presence and foster stronger consumer engagement among their target audience.
The Solution
To address the challenges of a saturated market and dynamic consumer preferences, Little Umbrella devised a comprehensive marketing strategy centered around two pivotal events: the Global Brands Trend Week hosted online and the CBME (Children, Baby, Maternity) Expo hosted offline in Shanghai. These events, both hosted in July, were crucial for gaining exposure and connecting with both business and consumer audiences.
Their strategy began with a strong emphasis on brand building and market presence. One step was integrating their digital marketing efforts with Douyin E-commerce Global’s Global Brand Trends Week, a high-traffic promotional event known for attracting engagement on Douyin E-commerce Global, one of the leading platforms in social commerce.
This was complemented by their participation at the CBME Expo, which provided an in-person platform for direct interaction with industry professionals, influencers, and potential consumers. Little Umbrella’s campaign combined these events with targeted advertising and cross-channel promotion, significantly enhancing the brand’s overall visibility.
On the online side, their marketing execution involved a dual approach that combined brand livestreaming, influencer partnerships, and targeted short-video content.
Operationally, Little Umbrella focused on collaborating with influential content creators and key opinion leaders (KOLs) to produce engaging short videos and livestream content. This collaboration was designed to reinforce the brand’s image as a national industry expert in New Zealand on children’s nutrition.
By creating a strong association between Little Umbrella and high-quality, expert-backed nutrition, the campaign aimed to build consumer trust and loyalty.
Additionally, during the Global Brand Trends Week event, the brand launched a “Mid-Year Sale” in tandem with their CBME Expo participation. This multi-event strategy heightened consumer excitement and urgency both online and offline, driving product sales through exclusive offers and promotional pricing.
Ad Products
The Results
-
2.288M RMB in GMV
-
+127.5% GMV growth
By leveraging key industry events and a diverse range of social commerce marketing tactics, Little Umbrella effectively showcased its flagship product, driving significant growth and achieving traction in their category.
Their campaign resulted in over 2.288 million RMB in gross merchandise value (GMV), reflecting a remarkable 127.5% increase compared to the previous period.
This significant growth in GMV growth underscored the effectiveness of Little Umbrella’s multi-event strategy in capturing consumer interest and boosting sales. The campaign also established a solid foundation for future market expansion and brand development for Little Umbrella within the Chinese market.
