Leonie Bulman's recent articles
Clinique shows how to use country-specific social media content to improve brand perception in emerging markets
Clinique shows how a brand can use market-specific content to encourage brand love as well as purchase discussion among consumers in an emerging market such as China. The positive response from Chinese consumers to Clinique's use of country-specific social media content suggests that this is a successful way to approach a new market.
- Market-specific product posts generate the feeling that they are tailored to the consumer: 22% of consumer responses to Clinique’s product posts, which are tailored to the Chinese market with items such as skin-whitening cream, reflect the idea that Clinique’s products are tailored to their individual needs. This proportion is twice as high as the average for responses across all Clinique posts, reflecting the positive impact of targeted product posts on brand perception in an emerging market
- Love for the Clinique brand is also enhanced through market-specific product posts: 31% of Chinese consumers responding to Clinique’s product posts express their love for the Clinique brand, with many saying they “I love Clinique”and praising the brand’s creams and make-up range. In contrast, this proportion only reaches 17% on average across all official post topics from Clinique. This again reflects the positive impact of the market-specific content on Chinese consumers’ perception of the brand
- Promotional posts on Clinique’s SINA brand page drive higher purchase consideration than other post topics: 36% of Chinese consumers responding to posts about competitions, giveaways or discounts express their intention to purchase Clinique products. They say they are “so excited” by the offers and “want to buy” products from the new summer collection advertised on Clinique’s SINA brand page. This proportion is twice as high as the average across all posts, suggesting promotional content is a very successful way to drive purchase consideration in comparison to other post topics
- Clinique product posts generate only half as much discussion around purchase intent as promotional posts do: 18% of consumers commenting on product posts express purchase intent, only half the proportion generated by promotional posts. Whilst product posts have a positive impact on Chinese consumers’ perception of the Clinique brand, they are not as successful in driving discussion around purchase intent as promotional posts. This suggests promotional posts provide a more fruitful call to action than product posts