Serving the Hong Kong market for over half a century, Tai Wo Tung is a long-established Chinese medicine brand that manufactures authentic Chinese medicines. It aims to modernize traditional Chinese medicines and improve well-being of citizens around the world. Stepping up in the digital marketing front, Tai Wo Tung partnered with Madcradle Online to raise its brand awareness and reputation in the mainland China market. Our objective is to extend the brand’s reach to a wide Chinese audience through an integrated marketing solution customized for the China market.
Tai Wo Tung has a specific goal and that is to unlock its vast potential in the mainland China market. China is a golden land of opportunities but navigating through the China market requires special expertise. A thorough understanding of Chinese culture and lifestyle is fundamental to the success of the campaign. Tai Wo Tung needed an experienced team to localize the campaign in order to connect with the Chinese audience. By having the right blend of marketing channels and content in China, the reward is bountiful.
Our China Marketing consultant team identified WeChat and Sina Weibo to be the two most effective digital marketing platforms to promote Tai Wo Tung’s brand and products in China. We opened the brand’s WeChat and Sina Weibo accounts, coordinated the brand visuals, and managed their contents. To connect with the Chinese audience, we optimized the contents into categories including brand and product introduction, general health and well-being knowledge, trending hot topics, and general tips on how to avoid buying counterfeits. In a move to broaden the brand’s reach to potential customers, we invited dahao (hugely followed accounts) that focuses on health and mother-and-baby topics on WeChat and Sina Weibo to share articles about Tai Wo Tung and its products. With a word-to-mouth strategy, we generated buzz in the China market by posting articles on mainland online forums, publishing press releases on media platforms and answering health and wellness questions on Baidu and Zhihu.
A highly effective digital marketing campaign that leverages on two of the most influential social media platforms in China, WeChat, and Sina Weibo, was set in motion. Our digital marketing campaign firmly established Tai Wo Tung’s online presence in the China market, drawing significant interest from a wide audience. We generated over 14,000 fans at Tai Wo Tung’s WeChat account and published over 100 articles on WeChat. The brand’s Sina Weibo account accumulated over 65,000 viewership and its articles shared by dahao have reached over 10 million Sina Weibo users. Our active management of the social media accounts triggered daily inquiries from social media users about the brand’s products.
1 WeChat and Sina Weibo are two of the most effective social media platforms for brands to communicate with their audience. We created contents to educate customers on how to avoid buying counterfeit products on Tai Wo Tung’s social media accounts.
2 WeChat is the beloved social media platform for businesses to reach out to the Chinese audience. We continue to build and retain loyal audience through optimization of contents for viewing.
3 The power of dahao in the China market generated reach of over 10 million Sina Weibo users.