AgencyChina steers Sesderma to Digital Success
Sesderma is an innovative skincare company that has a long, proud history of R&D breakthroughs which have launched new brands and business units. Since 2015, the company has focused on bringing its innovative skincare and dermatological solutions to worldwide markets.
China, as a $22 billion skincare market, was deemed a ‘must play, must win’ international market.
Thanks to endorsement from Fan Bingbing, one of China’s most well-known actresses, Sesderma’s whitening lotion was well-recognized in-market. However, this obscured the brand’s other SKUs across other elements of skincare and dermo-cosmetics.
Sesderma turned to AgencyChina to operate its social media and e-Commerce accounts, with the aim of improving awareness of its other solutions and building a skincare portfolio that resonates with Chinese consumers.
Here’s how AgencyChina went into action:
- AgencyChina worked with Sesderma to establish objectives, set measures of success and implemented a governance model to communicate across local and global teams.
- AgencyChina undertook research to understand and strategize how Sesderma could deepen its strengths in skin whitening, while improving awareness of other innovative products with strong in-market potential. AgencyChina’s e-Commerce team looked at search and product trends to assess market demand and identify tactical opportunities.
- AgencyChina took the reigns of Sesderma’s WeChat and Weibo accounts. A tight social media strategy, which alternates between brand-building, KOL endorsement, short-term sales activations and skincare tips, saw Sesderma accrue over 28,000 new followers in the first few months of operation.
- AgencyChina opened and operated flagship stores on JD and Kaola and partnered with a set of authorized online distributors in the Taobao ecosystem. In the space of a few short months, AgencyChina’s e-Commerce team had established breakout sales growth with healthy growth rates while maintaining margins. One store made more than 3 million RMB in the first month of operation. Here are two examples of a successful sales activation:
Upon growing the presence of Sesderma online AgencyChina was also able to create a network of KOCs to spread content of the brand. The team did so by tapping into a celebrity pool via the MCN connections we have. A network of almost 1.5 Million Weibo accounts became brand partners, spreading campaign information for free.