Leveraging social media to drive business impact for a fashion retailer
While a Massive Fashion Retailer’s sales in China were growing, its e-Commerce revenue, the strongest online platform for the firms competitors, was not. This Company needed to drastically increase its sales online to fully maximize the value of its digital platforms.
The challenge was to figure out how to leverage WeChat among other social efforts to directly increase e-Commerce sales.
Ogilvy Consulting helped this Company embrace and approach marketing technology, and to analyze the Big Data of its fan base extract consumer behavior patterns that could be monetized.
By marrying real-time data analysis and human insights, The Retailer segmented all its existing WeChat fans into groups based on behaviors and profiles.
Within 12 months of implementation, the Brand’s WeChat follower base acquired 1 million more fans, and traffic directly tracked from WeChat to the Company’s e-Commerce brand increased by 300%. The Company’s China’s WeChat account was ranked #1 by NewRank on positive audience engagement.