Case Study

Geo-targeting Communication to Chinese Tourists and Local Community in Malaysia

Jun 04, 2021
Tourist-targeting Campaign for Lunar New Year
Think China custom-made a campaign strategy to help promote Lancôme Malaysia LNY promotional offers and acquire WeChat subscribers among Chinese outbound tourists and the local Chinese community in Malaysia.
5.96 million
Through two of the most frequently used Chinese social media platforms, WeChat and Weibo, this campaign significantly increased the exposure of Lancôme Malaysia in the Chinese consumer group.
New WeChat Followers
1,080+ new followers came from WeChat (CPA - US$4) targeting Chinese-speaking consumers in Malaysia, it build the follower base for Lancôme Malaysia newly-launched WeChat account.
Connect with Chinese Consumers
Geo-Targeting Chinese Consumers in Malaysia
Chinese tourists have stronger shopping desires and higher purchase power. It is more efficient and effective to geo-target Chinese consumers who arrived in Malaysia instead of consumers outside Malaysia.
The Client
Lancôme Malaysia is well-known among Chinese tourists. They form a strong consumer group with high purchasing power, and the price gap is desirable to Chinese tourists.
The Opportunity
Riding the Lunar New Year celebrations, the most important festival in Chinese culture, many Chinese tourists travel abroad with a substantial shopping desire to pamper themselves and bring back gifts for their families. Think China considers this an important opportunity to communicate to Chinese consumers via their frequently used social media platforms such as WeChat and Weibo.
Our Approach
Think China provided a strategy that both targeted Chinese tourists and the local Chinese community. Malaysia's WeChat influencers' posts could increase the brand awareness and LNY promotions among their followers. WeChat geo-targeting advertising precisely targets Chinese outbound tourists in Malaysia, explicitly targeting the age 18-45 and females who are enthusiastic skincare or cosmetics shoppers. From the advertisement to the landing page is one click away. Similarly, Weibo geo-targeting advertising also focuses on Chinese consumers travelling in Malaysia with the specific gender/age/interest and potential consumers who follow similar social media accounts.
With WeChat subscription incentives and LNY exclusive offers, audiences responded positively to geo-targeting and generated many subscriptions to Lancôme Malaysia's newly-launched WeChat account.
Think China’s strategic plan helped Lancôme Malaysia build and enhance its customer communication and customer retention. Due to the substantial interest shown by Chinese tourists, the campaign achieved a great result in terms of both impressions and subscriptions with a relatively lower CPM/CPR/CPA. Beyond this campaign, Think China continues to support Lancôme Malaysia to keep up with customer acquisition, brand information and promotional offers delivery, and audience retention with active engagement and enquiry handling. Think China aims to build an active WeChat community for future O2O conversion.

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