Proposal development
Shape the China-facing social approach, content direction and activation plan.
Selected case / 08
ecostore / China social growth
Make clean, sensitive-skin care a brand people in China want to engage with.
A 2023–24 China social programme for ecostore, the New Zealand natural care brand—building brand understanding and interactive relevance around clean formulations, low-sensitivity needs and premium everyday care.
01 / Context
Premium care needs a reason to be understood before it can be chosen.
Translate a clean-formulation proposition into an interactive Chinese brand presence.
ecostore was already available through e-commerce, but its clean ingredients, low-sensitivity focus and premium price point needed more than a product listing. The task was to build a locally meaningful brand that could educate parents and sensitive-skin audiences, earn interaction and strengthen the brand conditions that support sales.
I led the proposal, client relationship and delivery across the annual programme—bringing content, creators and seasonal campaign moments into one consistent market-facing system.
02 / Delivery role
Own the client-facing thread from recommendation to rollout.
Keep the brand proposition clear while turning it into platform-native work.
Client leadership
Align recommendations, priorities, approvals and reporting with the client.
Programme delivery
Coordinate content, creative production, creator work and campaign execution.
03 / China programme
One annual system, with moments designed to earn attention.
Give consumers useful ways into a higher-consideration care brand.
01 / Always-on content
Build familiarity through useful, local content.
Across RED, WeChat, Douyin and Video Channels, the programme balanced product education with home living, natural ingredients, gentle-care and seasonal stories. Product imagery and channel content established a natural, premium and approachable visual language for China.
02 / KOL and KOC activation
Let trusted routines make the proposition easier to believe.
Creator seeding prioritised mother-and-baby, home-living and quality lifestyle contexts where clean, gentle care could be shown in use. The 2024 New Year campaign then turned this approach into a high-attention seasonal moment, bringing creator credibility, product stories and campaign participation together.
2024 Chinese New Year / RED influencer campaign
Creator content made premium care feel at home in real routines.
Forty KOLs and KOCs created a searchable set of product-and-routine stories for a major seasonal occasion.
03 / Audience evidence
Use the creator programme to build more useful future audience signals.
Reported on-record creator data showed a heavily female audience, with 25–34 year-olds as the largest age group. The report also identified mother-and-baby and home-cleaning content as the strongest categories for view and engagement—supporting the programme’s education and creator choices.
04 / Campaign proof
2024 Chinese New Year RED influencer campaign.
A concentrated creator push gave the annual social system a stronger moment of visibility.
1.3M+estimated campaign exposure
279K+New Year campaign views
7,594+New Year campaign engagements
40KOL and KOC creators
Campaign figures are drawn from the campaign report. Estimated exposure is reported as an estimate; engagement includes likes, saves and comments from reported posts.
05 / What this proves