Elevant
WeChat, Online Reputation & Tmall Management & Promotion
ELEVANT® is a well-known American brand that works with Seneque Laboratories to offer customers life-long health and energy supplements. The goal of the Elevant and Seneque Laboratories partnership is to turn scientific advances into cellular therapy. These companies want to make this therapy accessible to everyone as a daily solution to treat the biological drivers of health and aging.
However, while Elevant does have a Tmall flagship store open in China, it is their only sales channel available. Elevant came to us for help as they needed to activate their sales, which at the time of asking us for help were non-existent. Our task was to properly activate the Elevant brand by building up their brand awareness on social media, educating potential customers on the brand mantra and products on offer, and improving the community around the brand on their social and eCommerce platforms.
What We Did
- Setup Elevant’s WeChat Official Account.
- WeChat Official Account social media management.
- Revamped the Elevant Tmall flagship store.
- Tmall sales support plan definition and execution.
- Tmall store backend technical maintenance.
- Online Reputation management.
- Monthly reporting and analysis.
What We did
- Setup Elevant’s WeChat Official Account.
- WeChat Official Account social media management.
- Revamped the Elevant Tmall flagship store.
- Tmall sales support plan definition and execution.
- Tmall store backend technical maintenance.
- Online Reputation management.
- Monthly reporting and analysis.
Setup Elevant’s WeChat Official Account
The first thing we needed to do to start developing the Elevant digital brand was to create Elevant’s WeChat Official Account. To do this, we needed to make a legal application and register the Elevant name with WeChat. Without this step, we could not create a WeChat account for Elevant, and the business would miss out on some potential digital brand exposure.
Once the account was confirmed and set up, we set about structuring the Elevant WeChat menu and sub-menus. This step made it easier for Elevant to deal with queries and other WeChat features and made it quick and easy for potential and existing customers to get in touch with the brand.
WeChat Official Account social media management
Once Elevant had an official WeChat created and approved, it was time to focus on their social media account management. To do this, we needed to plan what content Elevant was going to post about, what topics were relevant to the Elevant brand, and which audiences they should be posted to. We embarked on copywriting and designing WeChat articles to help improve social media reach and engage with potential customers. We set rules in place for community management to ensure that any customer query that came through on social media was quickly handled in an effective and speedy manner. This step might seem basic, but it greatly improved the brand’s reputation on social media. Finally, we created social media reports and analytical pages, to review performance on a daily, weekly, and monthly basis.
Tmall
Elevant Tmall flagship store revamp
Next, we needed to address the current Tmall flagship store. We quickly noticed that the store needed a complete revamp, to ensure that customer experience and customer journey was as easy and effortless as possible. To do this, we used our graphic design skills to revamp the layouts of the homepage, product pages, and product information. This greatly improved the user experience and user interface. We also reorganized the Stock Keeping Units (SKUs) to ensure everything was easier to understand in the backend and no customer orders were lost or missed.
Tmall sales support plan definition and execution
Once we were happy that the Tmall flagship store was up to date and ready for customers, we started to set out a promotion plan and definition of the most suitable sales generation approach for Elevant.
To do this, we managed KOL and KOC collaborations, including shortlisting, profiling, content creation, and negotiation. We also handled all live streaming management, such as defining talking points, host briefing, and dealing with live streaming technical and logistics management. Live streaming with KOLs is extremely popular in China and an excellent want to increase brand visibility and sales. From June to August, we executed eight live streams. Each live stream was two hours long and was in collaboration with several influencers. These live streams not only helped Elevant sell more product, but also raised brand awareness.
We also identified important eCommerce festivals Elevant should participate in before sending off campaign applications, creating festival-themed custom designs, and setting up discounts. To date, we have already signed up for the 618 and July 4th e-commerce festivals and are gradually increasing our promotion efforts to gain traffic and increase brand awareness.
Tmall store backend technical maintenance
One of the main issues that Elevant was struggling with before we came in to support them was that their Tmall store was constantly getting shut down, and they couldn’t understand why. We quickly noticed that we needed to moderate the sensitive keywords getting used, and this has prevented any further shutdowns. We also implemented some technical maintenance work to ensure the e-store functioned smoothly for every customer interaction.
Online Reputation management
In this instance, updating the Tmall store and setting up an official WeChat account was not going to be enough to help build the Elevant brand awareness online. We also needed to create an online press release, to reintroduce potential customers to the brand, and get people to check out the great new features in place.
To do this, we created a content plan for the online press release, with top-level copywriting for the best possible PR.
We then published that press release in China’s health, sports, lifestyle, and news media.
Once that step was complete, we also included the information via content marketing strategies, focusing on blogs, Q&A sites, and valuable forums.
Monthly reporting and analysis
Finally, we created holistic reports that tracked the progress of Elevant’s social media pages, brand awareness, eCommerce, and promotional actions. This data was then extracted for analysis before getting used to fine-tune each channel for the best possible results.
Results (on-going)
While work is still ongoing to help improve awareness surrounding the Elevant brand, we have already seen significant improvements across Elevant’s digital platforms.
19%
WeChat Followers growth
20%
Engagement growth
+32
Press articles indexed by Baidu
33%
Tmall store followers growth
57x
Related Services
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