This Works Case Study: Building a British skincare brand to China

BRIEF

This Works, a British skincare brand focuses on wellbeing, wished to expand to the China market for their hero product - Deep Sleep Pillow Spray, a sleeping aid product. Comms8 was tasked to increases brand awareness via integrated marketing approach and, ultimately, to drive consideration amongst the Chinese audience.

STRATEGY

Top-tier media outreach: Targeting the region’s high-end beauty & lifestyle publications, from press release copywriting to media outreach, we secured media coverages with top-tier media to increase product awareness.

Brand-focused influencer marketing & live streaming: From KOL selection to management, we worked with our influencer and micro blogger network in China to create soft-selling reviews on popular Chinese social media, such as Little Red Book & Weibo, to raise brand awareness authentically and drive consideration by word of month.

Bespoke content creation & social media management: We set-up the official account for This Works on Little Red Book, WeChat and Weibo, and generate engaging content and visuals for their regular daily posting.

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RESULT

Comms8 secured strong media coverage across the major fashion and lifestyle media such as Marie Claire, Cosmopolitan, GQ, Marie Claire ad Vogue.

Our in-house design team created over 570 posts across popular social media platforms, such as Little Red Book, WeChat and Weibo. Altogether generated over 3.4 million estimated impressions.

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