So how do we build the affiliation with this target segment? Think China decided to take on this challenge and gave a slight twist on the creative approach. Being mindful not to divert from the brand's core values, we elevate its authenticity by creating linkage to the audience using a more approachable method.
We created product and ingredient stories using infographics, blending natural ingredients with illustration and animated graphics to mimic the Australian Farm setting are just a few examples. Audiences can interact with the brand through our engaging content, and assured we have added in localised content to increase the relevance further. We successfully injected a vibrant, fun, and energetic character into this Australian brand. Jurlique has never been so close to its Chinese consumers until Think China brought forward the social element from the brand.
Changing the creative approach for Jurlique's communication is only part of the strategy. The additional layer to its transformation is centralising the available services, using WeChat as a hub for consumers to access the latest offers, exclusive promotions, mobile commerce, and member loyalty program, to be precise: A comprehensive service tool.