Alibaba x PurCotton Launch in ANZ

ABOUT ALIBABA X PURCOTTON LAUNCH IN ANZ

Social Media | Performance Marketing | KOL & Influencer

Challenge

PurCotton is a reputable brand for cotton products in China. Its revolutionary non-woven fabric with 100% natural cotton is especially popular for its allergy-friendly features and deep cleansing properties. With PurCotton launching its official store in Taobao Australia, Chinese customers overseas can now get their hands on their favourite brand of cotton products online.

Strategy

For the Alibaba x Purcotton launch in ANZ, Brand Catalyser developed a cross-channel marketing strategy launching a series of online and offline campaigns to deliver the key message to targeted customers to raise awareness on the launch through social seeding and sponsored content on popular media accounts.

Solution

Brand Catalyser engaged with major Chinese media outlets on social media across Weibo and WeChat with an integration of sponsored content and media buying to create buzz about the Alibaba x Purcotton launch in ANZ. We also engaged with local KOLs for content seeding to spread the news along with its campaign slogan for their fans.

Results

20 media in australia were engaged by Brand Catalyser  

50 media clippings in total were generated

Total Page Views: 200,000+

Engagement Rate: 20%

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