Multiple beauty sources compared the app to a customer relationship management tool or an operating system for Chinese consumers’ daily lives. But because WeChat is fundamentally based on a messaging service — a person must follow a brand or influencer in order to receive messages from them, and a brand can only send four messages to its followers per month — it has maintained intimacy, but does have limitations. As such, beauty brands have had to test the limits of one-to-one marketing.
“We used to be obsessed with follower account, very similar to how brands cared about Instagram in certain ways. You want to grow your community and have people see your content. We quickly realized this is very hard, given its one-to-one format,” said Lisa Li, Benefit Cosmetics’ director of global marketing.
Benefit Cosmetics joined WeChat in 2014, attempting to leverage it as a “broadcasting” channel for a mass audience. To
Article source: https://www.glossy.co/beauty/how-beauty-brands-are-tackling-one-to-one-marketing-with-wechat
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