BIRKS GROUP
WeChat Strategy｜WeChat Advertising｜WeChat Content Creation｜WeChat Account Management｜Weibo Advertising｜Weibo Content Creation
The Challenge
To establish a Chinese digital marketing strategy for BIRKS and their third party brands.
Our Approach
Working collaboratively with BIRKS and their third party brands including Cartier, Rolex, Chaumet Paris, Van Cleef and Arpels and more, we built an organic WeChat and Weibo content strategy aligned with their English marketing strategy. We also advised on developing a WeChat Mini Program to allow customers to shop seamlessly within WeChat using WeChat Pay.
We also established a flexible advertorial strategy to push new collections both for the brand and their third party brands, targeting WeChat and Weibo media outlets with potential customers interested in fashion and jewelry luxury goods.
Results
Within a period of 18 months, we ran an initial follower campaign to drive over 2000 account subscribers, and built up their organic article reads from 100 to average of over 350+ article reads per WeChat newsletter.
2000 subscribers
350+ article reads
“With Catalyst Agents’ guidance, we have developed a new marketing strategy designated to cater our Chinese audience. Thank you, Catalyst Agents!”