I love good news.
While I’m always the first to caution foreign brands against “get rich quick” ideas about China every now and then a new product or brand manages to hit the bullseye.
When this happens, it's always worth taking a closer look to see what we can learn from their success.
SweetyCube is a beauty product made from collagen. Upon launching in China, the brand used RED as its main marketing platform.
In less than 12 months, its Tmall flagship store achieved more than $1M in GMV!
The secret behind their success? KOL marketing.
Let me explain…
SweetyCube started by distributing 300+ content pieces on RED. The majority of these posts were KOLs comparing SweetyCube’s collagen cubes to those sold by other brands.
This massive “KOL comparison post” campaign allowed the brand to build trust instantly with consumers.
These posts were then exposed to users who searched for other beauty products, which magnified the traffic the brand received.
The results speak for themselves…