Get your Social Ad Campaigns ready for Double 11
Double 11 or Singles’Day was created by Alibaba 12 years ago and year over year has become the ultimate Chinese shopping festival. As we told you in our last blogpost, it’s not only about getting purchases but offering 360 degree entertainment to the customers.
Double 11 Preparation Timeline
（source: 36Kr https://www.36kr.com/p/932150887958921）
During Q2, acquire new fans to your private traffic or membership program. You can use product seeding or paid campaigns, for example, and drive them down the funnel.
Q3 should be for acquiring new customers and keeping customers loyal and active.
In Q4 comes the explosive conversion with Double 11, consecutive days and the end of the year sales.
Leverage social media ads to drive traffic and sales
- Phase 1. Product seeding with KOL (Key Opinion Leader), KOC (Key Opinion Customer) and influencers.
Keep increasing the amount of posts and reviews of your brand to generate volume and trust. The fierce competition and picky customers in the Chinese market are pushing brands, marketers, influencers and platforms to innovate their strategy and services at an unprecedented speed.RED or xiaohongshu is considered the top social platform for seeding. “Seeding” is the strategy of building brand awareness and interest by collaborating with influencers, KOLs and KOCs, to approach customers with a native user generated content and generate trust.
(source: RED. RED is a UGC platform sharing ideas for fashion, beauty, travel, lifestyle... ideal for brands to collaborate with influencers and KOLs)
(source: Adsmurai study. Updated consumer journey and related platforms)
- Phase 2. Once we get our seed audience in the Chinese market, we can move on to ad campaigns to efficiently reach more similar audiences.