Fight On, the healthcare brand, achieved impressive effectiveness in their first Tmall Double 11. Consumer awareness increased by 1,232%, while the conversion from social buzz to engagement increased by 180%. Social buzz to first purchase increased by 200%. More importantly, we acquired more consumers thereby enlarging the customer base, which is a critical growth accelerator for this new brand.
Earlier back to 618 shopping festival, by using Alibaba’s digital operation tools and the consumer’s full shopping behavioral data in Taobao, Fight On launched its new healthy supplements product "Lutein Ester Drink" which soon became popular and a best seller. With a precision TA marketing strategy across channels, the product’s TA penetration rate reached 24%, while the conversion rate from new consumer to purchase increased to 94%. Additionally, GMV increased by 1794% year-on-year.
Thereafter, how to keep the bestselling product popular while activating more vitalities of the new brand is a key for Fight On to embark on the success road of creating sustainable brand value.
At the Double 11 Festival this year, for a start, Fight On chose to collaborate with Tmall’s official Top Shopping List.
Tmall’s official Top Shopping List integrated celebrity’s short video endorsement and brand's digital intelligence business goals. Partnering with Alimama, they delivered a celebrity focused digital intelligence marketing across channels: from taking insight into fan group, creating effective content innovation and making social buzz to precision TA across channels, at last, generating a loyalty consumer base. It effectively brought Fight On a 245% increase in active customer base.
"The Top Shopping List has been the core resource on Tmall for Fight On, and also a pivot to leverage celebrity’s short video campaigns that we can achieve the best effectiveness with less cost," said Grace, Director of Healthcare and Lifestyle Business at Standard Foods Group to which the Fight On brand belongs.
Based on Alibaba's big data in the health food industry and consumer insights, we explore eyecare products, targeting hard working professionals who are badly in need of eyecare, and focus on the brand's best seller, "Lutein Ester Drink". Meanwhile, as users' demand for healthcare has been slowing down in post-pandemic 2020, Fight On needs to make more social buzz with rich endorsed contents to increase users' awareness and brand trust.
On Tmall Top Shopping List, brands communicate and engage with consumers through short videos through "Tmall Double 11 official stars". In the videos, these celebrities introduce the selected brands that they actually used and share their own user experience with fans and more consumers.
As for the official stars, Tmall would nominate those celebrity whose public impression and personality fits well with the brand and product. To Fight On, the free and exquisite lifestyle Cecilia Cheung represents can resonate with target consumers and win trust. "It is quite difficult to reach a specific community of fans especially young people, while inviting celebrities as ambassador is sure the best way to make brand known, but it is too costly and also risky." Grace believes that Tmall’s official Top Shopping List has built a "high impact + low cost" innovative collaboration model. Not only can the brand collaborate closely with stars, but their endorsement contents can also be delivered continuously on Taobao and more social media like Weibo to maximize the celebrity resources.
Post celebrities’ livestreaming trend, short videos featured with celebrity introducing product will be the mainstream to maximize their commercial values.
"Short video endorsement is the next market opportunity to combine celebrity and eCommerce. When celebrities share their lives and the products in a more casual and authentic way, it evolved the way celebrities engaging with their fans, and also innovated the way celebrities and brands’ commercial collaboration," Jing Xi, Head of the Tmall’s official Top Shopping List, said.
Compared with live streaming, short video facilitate easier communications across platforms, while the selling points of the product are highlighted in the content. Not only does this trigger the creation of the best seller, but it also generates the brand’s core social assets; to realize the experience value as well as the social value of the product.
Fight On has built a cross-media communication matrix by delivering Cecilia Cheung's customized short videos Top influencers’ contents. Meanwhile, we introduced the best seller’s short videos to more consumers through private domain like community property Apps, social communities, and WeChat moments. Eventually, all the social buzz and both public and private domain consumers were driven to Fight On Tmall store which led to a 138% increase in total sales compared to 618 shopping festival.
"Most data of our previous campaigns brought only social buzz which are not our brand’s assets. This time, however, what we garner and retain with brand is more than ever, not only the conversion of membership and fans, but also the increase in transaction value," Grace mentioned.
From being named the 618 Super Showcase to creating best seller and winning more consumers, Isobar team and Fight On brand keep using the most cutting-edge marketing concepts and tools that have upgraded the full-link marketing from social buzz increase to value enhancement. We also won at the opening of Double 11: The turnover increased by 364% compared to 618 in the first hour!
About Standard Foods Group and Fight On
Standard Foods Group, engages in three major lifestyle sectors including food, healthcare, and beauty care products. With well established vegetable oil brand "MIGHTY", Standard Foods Group officially launched a new brand "Fight On" in 2021, committed to becoming a Chinese healthy lifestyle expert with professionalism, creativity, and humanistic care. The brand believes that balanced nutrition is the health foundation, and that everyone deserves a healthy and nutritious life. The founder of the brand graduated from the University of Colorado with a PhD in Food Engineering and has devoted himself to the field of dietary nutrition for decades. With his adventurous spirit, he wanted to introduce a solution that would be especially in line with the Chinese constitution. With that desire in mind, he founded "Fight On" and sticks to a balanced nutritional approach to create a healthy lifestyle for consumers.
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