ABOUT AFU
A Declining Brand
Afu is a 20-year-old Chinese skincare brand that specializes in essential oils. It was once a top domestic brand on Taobao during the Double 11 shopping festival a decade ago, but its popularity declined over time due to intense competition.
The brand almost went silent in the market, and was able to revive partnered with TOP live-stremer Dong Jie (董洁) on RED.
ABOUT DONG JIE
A Pioneer Live-Streamer
Dong Jie (董洁) is a Chinese actress who became one of the first celebrities to launch a live-streaming channel on Xiaohongshu (RED).
She is now a popular live-streamer on RED known for her unique serene, zen-like approach and fashion expertise to drive massive viewership and sales, in contrast to more aggressive sales tactics.
ABOUT RED
A social commerce platform dominated by young female users
RED (Xiaohongshu) is a popular social commerce platform in China, known as the ‘Chinese Instagram’ that prioritizes content over influencers.
With rapidly increasing number of UGC posts and brand accounts, it has become an important platform for brands and influencers to connect with consumers and promote their products.
01
TRENDS & KEY WORDS
FROM RED
Since the trend of ‘essential oil skin-care’ (以油养肤) become popular in 2020, Afu, an essential oil brand, started to highlight this key word in its branded contents. The brand eventually successfully connect itself with this trend & key word.
In 2022, Afu further learned from RED that this trend is highly linked with key words such as ‘anti-aging’ & ‘dry skin’, therefore select the right product for the live-stream campaign.
Meanwhile, the ‘immersive style’ become popular on RED, therefore Afu chose the emotional content style.
02
INTEGRATED STRATEGY
ON RED
Content + Advertising + Live Commerce
Contents
✔ Celebrities & big KOL contents in immersive style
✔ Educating users about the ‘essential oil skin-care’ concept
✔ Small KOL & KOC contents by mentioning live-streamer Dongjie (董洁)’s recommendation
✔ Continuously long-tail seedings of the product
Advertising
✔ Feeds ads to ensure better coverage of target audience.
✔ Open-screen, feeds & search ads promoting for the live-commerce
Live Commerce
Cooperating with Dongjie, the top celebrity live-streamer on the platform
Recommending the chosen product ‘11-seeds essential oil’
03
CAMPAIGN OUTCOMES
Afu's was able to revive itself and regain popularity.
It's skincare products reached the number one sales position on the platform, reclaiming its top spot in the category.
Key Performance Data
PLATFORM PERFORMANCE ON RED
20m+ exposures
65k+ engagements
1m+ RMB sales volume in 1 livestream
TOP 1 in Beauty & Skin Care category
E-COMMERCE PERFORMANCE ON OTHER PLATFORMS
70-80% search growth on traditional e-commerce platforms
20-30% continuous overflow in daily search afterwards
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