China is
now one of the fastest-growing regional market in the global chocolate market
due to the public’s increasing affinity for foreign chocolate brand. Our client
is a popular international chocolate brand. As one of the key chocolate
vendors, it expanded into the Chinese market and intended to create an online
buzz for the launch of its new product on Tmall.
To
achieve the growth target in limited time, IlluminAnalytics, a boutique under
the Illuminera Group, worked out a comprehensive marketing solution driven by
data by using Ali’s Uni-marketing platform; it is a platform that aggregates
and analyzes the collected data for brands to better identify, target, reach
and retain their customers.
Developing a Data
Driven Marketing Platform
IlluminAnalytics started
with conducting research to identify the demographic characteristics of
existing products. The team further related consumption behavior to the brand
category, and verified the hypothesis on target consumer groups. An optimized media
strategy that improves consumer acquisition and retention was then developed.
The
data driven media strategy guided the brand’s product placement in Ali platform
with consideration of the following factors: priorities for various target
groups, frequency of different touch points, budget and investment on the identified
potential customers, and etc. Besides, as a partner of Ali’s Brand Databank, IlluminAnalytics
also leveraged the accumulated data in Databank to create customer profiles of
the target groups, including their lifestyles, brand preferences, tastes and etc.;
the developed platform helped client understand their customers, and laid a
solid foundation for a more effective brand communication.
Keeping Track of the
Ever-changing Market
Meanwhile,
with the availability of Uni-marketing, IlluminAnalytics helped the client to
monitor its marketing activities and obtained high-quality data, e.g., ad viewership,
generated interest and consumer purchasing data; in this way, the brand
marketing efficiency was significantly improved.
Before
the launch of the product, Illuminera continued to track the market performance
in real time; timely adjustments were made accordingly. To engage prospects at
all times, the team developed retargeting strategies and interacted with people
who had already shown interest in the new product.
The
new product launch of this brand turned out to be a great success – the sales
revenue went 30% higher than expected. By combining massive data assets,
businesses can identify, segment and map out digitalized brand strategies in
both short run and long term.
