VEJA
Social Media Management, Content Localization, KOL Marketing
French maker of eco-footerwear VEJA offers a unique take on the footwear industry—their products are ethically sourced from Brazil, earth-friendly and fair trade, all while maintaining a fashionable design true to their Parisian roots. At present, China is undergoing a paradigm-shift in favor of a lower environmental impact, and VEJA’s brand message would speak well to a new generation of Chinese consumers.
What We Did
SDG came on board to help VEJA achieve their goals in China and give them a solid start, especially with Chinese social media platforms Weibo and WeChat. We successfully helped VEJA to setup their official social media accounts on the two major platforms, then we managed their content localization and engagement on WeChat and Weibo. Once the operations were on track, we started to reach out to influencers and support the organization of local events.
What We did
Sekkei came on board to help VEJA achieve their goals in China and give them a solid start, especially with Chinese social media platforms Weibo and WeChat. We successfully helped VEJA to setup their official social media accounts on the two major platforms, then we managed their content localization and engagement on WeChat and Weibo. Once the operations were on track, we started to reach out to influencers and support the organization of local events.
WeChat & Weibo Account Setup
Two media platforms, Sina Weibo and Tencent Wechat, dominate Chinese social media space and are critical for any businesses that wish to reach a Chinese audience. Other major social media platforms, such as Instagram and Facebook, are not available in China, presenting an adaptation challenge to overcome. Creating an official account for these platforms, however, is not always straight forward. SDG was able to help VEJA through the verification and account setup process, allowing them to have an official social media presence in China.
Content Localization
VEJA’s eco-friendly, fashionable message needed to be localized to conform to local language use and expectations. Our copywriters and community managers were able to convert the materials provided by VEJA into a message that would resonate with Chinese consumers, while sticking closely to the brand guidelines.
For VEJA’s target market of young, fashionable, ecologically minded consumers, using correct tones of voice were important to establish VEJA as an in-group brand. SDG used these techniques to address hot topics pertinent to VEJA’s audience, increase user engagement and identification with the brand.
KOL Sourcing And Management
SDG provided VEJA a short-list of KOLs suitable for VEJA’s needs and strong fit for the brand’s message.
By helping VEJA to throw an influencer mini-party, 15 influencers bought-in to help promote a VEJA exclusive event without the need for monetary compensation—only product seeding. The branding event was a great success—the KOLs who attended the event got at least a pair of the latest, authentic VEJA shoes, and were happy to share the experience with their followers.
All agreements made between the VEJA and the KOLs were managed through SDG, who negotiated on VEJA’s behalf with their best interests in mind. No KOL budget was spent, only product seeding.
Results
VEJA’s social media presence has grown rapidly —content posts have always been on brand and communicative with its Chinese audience. From a totally blank slate, and with no previous Chinese market presence, VEJA trusted SDG to help make their brand relevant to a market in a new and unfamiliar culture. VEJA has come a long way from that first initial step into China and, with the help of SDG, VEJA is well on its way to becoming a popular brand amongst their new Chinese fans.
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Related Work
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Sennheiser Gaming had a goal for their products to make a splash in the China market, Sekkei Digital Group decided to focus on Chinese KOLs. After developing positive relationships with several KOLs who had a large influence on the Chinese gaming community, Sennheiser Gaming saw social media engagement double over the course of one year.
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