The brand opened its first flagship store on Tmall in September 2017. As the brand is not well-known in China, its exposure rate on China’s social media is limited. After analysing the brand's strengths and distinctive characteristics, we leveraged on our expertise in KOL research to propose that the client can work with KOLs with overseas experiences to pass on the culture and traditions of the brand's origin place to Chinese market. The client invited two travel KOLs to help promote Christmas sales in November 2017. The two KOLs shared their experiences in the Christmas market in Germany and promoted Lidl's Christmas-related products in a relaxed way. The client recorded an additional exposure rate of 31% and 63%, respectively, on Weibo and WeChat.

WisersAnalytics’ social media database for the insurance sector provides accurate monthly report on comprehensive social activity strategies of competitors. We suggest the customer should leverage on the influence of celebrities/KOLs, provide more attractive products for consumers and expand target audience in response to the rising social media campaigns in the industry.
Two months later, the insurer launched a new marketing campaign featuring audiovisual materials, drawing 230,000 views. Besides, the insurer sponsored social media campaigns, with videos receiving 11 million views and 5,000 impressions, making it the most attractive brand in the industry.

WisersAnalytics conducted analysis into the luxury industry and provided comprehensive assessment on each competitor’s performance on print, online and social media, offering a clear market positioning for the client and enabling the client to learn about the promotion modes of competitors.
Apart from the overall brand image, WisersAnalytics also analyses various products in the luxury industry. For example, WisersAnalytics’ analysis on leather handbags found that a client’s products are sought-after, but the brand lacks star products that impress Hong Kong consumers. We suggest the client should use celebrities/KOLs or hot words to quickly increase the exposure of their products or product collections to set a crucial stage for future marketing strategies.
The client adjusted its product advertisement strategy after learning about its market positioning, its strengths and weaknesses, as well as the dynamics of competitors. It made use of the characteristics of different media and celebrities/KOLs to promote star products among consumers, boosting product visibility by 123%.

Based on the all-media database in the shopping center industry and a comprehensive understanding of the media landscape in Hong Kong and mainland China, WisersAnalytics has tailored an analytical framework for the client to compare the brand performance of competitors in each region. Data showed that the shopping mall has overly focused on Facebook in Hong Kong and its portal site in mainland China, while competitors’ media portfolios are more diversified. Therefore, we propose that the client should collaborate with various life media, KOLs and new media, including but not limited to Instagram, Weibo, Jinri Toutiao and short video platforms.
A few months later, the gap between the client and competitors in consumer recognition and interest has diminished. Its growth rate on Instagram is 76%, and that on Weibo is 7 times, driving up the brand’s all-media ranking by five places.