The Objective
Witsbb, a dietary supplement brand owned by the Australian company Forest Park, launched in the Chinese market with a focus on its line of hypoallergenic formulations. Specifically, their go-to-market focused on two key hypoallergenic products: liquid calcium and Vitamin AD.
By integrating online and offline strategies, Witsbb sought to enhance its market presence, increase store sales, and elevate its industry ranking in China.
The Solution
To achieve its go-to-market objectives, Witsbb executed a multi-pronged strategy that combined strategic product placement, brand promotion, and targeted digital marketing across offline and online channels.
At the heart of the strategy was Witsbb’s participation in Douyin E-Commerce Global’s Global Brand Trends Week and the CBME Baby and Maternity Expo. This annual event aligns with the peak summer period, a time when parents are especially focused on children’s health and nutrition.
Witsbb’s regional leader took part in the official “Boss Call” segment of the event, lending significant credibility and amplifying the brand’s visibility. This high-profile endorsement contributed to a notable increase in brand exposure, user trust, and sales conversions.
The brand enhanced its product offerings through Douyin Mall, applying the “Super Value” tag to high-quality products. This move was designed to boost consumer confidence and purchasing intent, focusing on key demographics such as new parents and price-sensitive consumers.
In terms of operational tactics on the marketing side, Witsbb implemented a dual approach focused on brand livestreaming and influencer-driven content.
Their marketing strategy involved a comprehensive, multi-platform approach to warm-up the audience, which included coordinating brand livestreams with influencers to effectively drive conversions. Top influencers, such as Wei Ba (魏爸), for example, enabled the brand to achieve a remarkable 300% increase in sales during this period.
Complementing this was aggressive promotions involving product cards and short video trailers on Douyin, which ensured extensive coverage across various consumer touchpoints and helped to push more users to participate in their livestream promotions. Witsbb also leveraged the Ocean Engine platform to place Ocean Engine Shopping Ads on Douyin, which allowed them to display shoppable content through short video shopping ads and target users most likely to click and purchase.
Ad Products
The Results
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+185% growth in GMV vs. previous period
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+60% growth in brand livestreaming performance
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No. 1 in cross-border baby & maternity vertical
By integrating strategic offline presence at CBME with an aggressive online marketing campaign, Witsbb effectively accelerated its brand growth, solidified its market position, and achieved outstanding performance during Douyin E-Commerce Global’s Trends Week.
Witsbb’s efforts yielded impressive results, with a gross merchandise value (GMV) increase of 185% compared to the previous period. The brand also seized the top ranking in the cross-border baby & maternity product category on Douyin E-Commerce Global and secured a spot in the top three for calcium, iron, and zinc products.
The campaign’s impact was further evidenced by a 60% increase in brand livestreaming performance and a significant boost in brand metrics. Witsbb’s brand page visits, product clicks, conversion rates, and new customer numbers all saw substantial improvements. Media coverage from reputable outlets, including Xinhua News Agency and People’s Daily, further amplified Witsbb’s market influence as well.
