The Opporunity

Nuria Beauty is an ethically conscious and sustainable skincare company. They approached RLG to help them:

• Tap into China’s booming CBEC market without compromising on their anti-animal testing ethos
• Deepen their engagement with their brand audiences on their existing China platforms
• Achieve better ROI on their China strategy
• Develop their core brand presence on major eCommerce and digital platforms, and
• Raise their brand exposure through China’s key digital and social media platforms

Our Approach

RLG took a multi-pronged approach, which included:

• Taking over the management of Nuria’s WeChat and Weibo accounts
• Launching the brand on major female-oriented eCommerce, digital and social platforms.
• Taking over the ongoing development and management of digital marketing and sales plans and campaigns
• Closing underperforming eCommerce operations
• Launching a Tmall flagship store Seeding stock to various B2B sellers and merchants

Solution

Our mission is to help AFT become the #1 seller of NZ-based over-the-counter products in China by organising and developing controlled, official B2C and B2B networks; raising consumer awareness through social media and direct-to-consumer engagement; and developing a direct-to-consumer sales presence on Tmall Global.

Results

We achieved the Year 1 sales goal of $150k USD, including $104k USD on Tmall. Brand awareness also drastically improved, gaining 129k and livestream views on Taobao, 500k #Nuria hashtag views on Little Red Book and the attention of mega-influencer Austin Li. Across all campaigns, we achieved a total of 7.74million views and 33k engagements.