Lil-lets

Increase Lil-Lets brand awareness, engagement and sales by managing social media and other digital marketing channels

The Back Story

In the Chinese market, there is very low awareness of tampon products. Cultural barriers mean that only 1-2% of Chinese women use tampons, yet in other countries this figure is significantly higher. The market for tampons in China therefore has huge potential.

Sekkei Studio was approached by Lil-Lets to support them in developing a strong presence in China. Other tampon brands are also alert to the enormous potential in this market, and Lil-Lets has fierce competition. As a trusted British brand with long history, Lil-Lets differentiates itself from the competition with its focus on customer care and user engagement. Lil-lets’ products are designed ‘by women, for women’, using many years of customer feedback to create a brand that millions of women trust.

Strategy

Women are at the heart of Lil-Lets’ marketing strategy, and we have employed different techniques to communicate effectively with our Chinese audience.

Using social media, Sekkei Studio have utilized free trials to encourage users to experience Lil-Lets’ products. We empower women to try Lil-Lets for themselves, helping to build trust in the brand. Word of mouth recommendation to close female friends and family raises awareness of the products in an organic and authentic way.

Sekkei Studio’s strategy is to build trust with Lil-Lets’ users, fostering strong relationships with them, using the power of recommendation to grow the brand.

Lil-Lets’ Marketing Strategy

WeChat KOL Campaign

October 17th to October 22th

We conducted a free trial campaign for Lil-lets Tampon promoted by WeChat Key Opinion Leaders (KOLs). KOLs can have great influence, and are seen as trusted and genuine.

The objectives of this campaign were twofold: to increase reviews on e-commerce platforms, and to build a VIP user group to nurture the relationship between brand and user, with regular moderation and engagement.

A dedicated KOL created original content to drive traffic to Lil-lets’ official brand account. The KOL interacted personally with users, giving instructions on product redemption.

WeChat KOL Campaign

Results of WeChat KOL Campaign

1
Post
900+
New followers
367+
joined exclusive WeChat group
300+
Orders
220+
Reviews
Weibo Lucky Draw Campaign

Weibo Lucky Draw Campaign

In another wave of free samples, we setup a Sina Weibo Lucky Draw campaign during the pre-Christmas period. We adopted a “Fensitong” (Paid Ad) to increase exposure of this campaign to non-followers.

The objectives were to increase brand awareness, to include a wider range of products into the campaign, and to educate users that Lil-lets has a wide range of products to offer. The Lucky Draw combined the excitement of a competition with the opportunity to involve users in a fun and informative promotion.

After the prizes were delivered to the Lucky Draw winners, they were invited to share their experience and to interact with the brand. Users were happy to share their positive experience with Lil-Lets and its products.

Results of Weibo Lucky Draw Campaign

500+
Fans
15 000+
Impressions
328+
Engagements