A prominent hotel chain, boasting a diverse portfolio of over 200 unique properties across China, recognized the power of social media to reach potential guests and drive direct bookings.
However, their reliance on costly third-party platforms was eating into their profits, prompting a strategic shift. The chain urgently needed to reduce its dependency on these platforms and harness the power of its owned social media matrix to drive direct bookings and maximize revenue potential.
WeChat, Weibo, Xiaohongshu—each platform is a unique puzzle piece in the vast Chinese social media landscape. For luxury fashion groups, juggling multiple brands across these diverse channels presents a complex challenge. How do you ensure each brand resonates with its target audience while maintaining a cohesive brand identity? How do you track progress, identify opportunities, and make data-driven decisions that elevate your entire portfolio?
Enter KAWO’s Organization KPIs – a game-changer for fashion powerhouses seeking to streamline their social media strategy and unlock new levels of success.
A Fashion Forward Approach: A Global Luxury Group’s Triumph
Imagine a global luxury fashion group with a constellation of iconic brands under its umbrella. This group was facing a common challenge: managing a multi-brand social media strategy in China’s complex digital ecosystem.
WeChat, China’s undisputed social media titan with over 1.2 billion active users, presents a unique challenge for global brands seeking to make their mark. It’s a platform with its own language, culture, and algorithms – a landscape vastly different from Western social media. A renowned outdoor apparel giant with a powerful global presence experienced this firsthand. Despite their brand’s international recognition, their WeChat engagement was falling flat, leaving them disconnected from a massive potential audience.
The Challenge: Beyond Vanity Metrics
The giant knew that simply measuring likes and shares wasn’t enough. They needed a deeper understanding of what truly drove engagement on WeChat – the kind of insights that could fuel a more effective content strategy.
Brands are demanding more data and China insights from their agencies. They don’t want to wait for a weekly or monthly update; they want to be able to check progress whenever they wish. Even if they can’t read Chinese, they still want to feel connected to their brand presence in China.
