Garden of Life
Industry: Nutrition & Supplement | Product: Raw Probiotics | Platforms: Social commerce sites like Little Red Book
The rising of cross-border ecommerce shopping in China has been an opportunity that every retailer won’t want to miss. As the recognized leader and innovator in whole food, science-based, certified USDA Organic, and Non-GMO Project Verified nutrition, Garden of Life is eager to know how to get their products in front of the keen Chinese consumers.
The oversea purchase to nutrition products like vitamins and formula powder milk has been a trend in China. This growing trend is resulted from a gradually awakening demand to personal care among the expanding middle class; also the lingering concerns about food quality and safety. Catering this demand, a number of ecommerce platforms focusing on cross-border shopping had emerged. Chinese consumers gathered on the platform to browse, compare, order and review products from retailers which aren’t currently available in the local market.
In order to promote Garden of Life RAW series in China, Little Red Book was picked as the main platform as it’s the top cross border retail platform, with its slogan – “Find you the most popular products from around the world”. Little Red Book is unique because of its social element. Users follow their preferred opinion leaders; share their lifestyles and also shopping lists.
After research and identification process, 28 KOLs/shoppers were finally recommended to Garden of Life. They prepared content materials including well-arranged product shots, branded posts and user reviews. These sponsored posts were first posted on Little Red Book and then synced to other social commerce sites including Jumei, Haitao, Meishai and many more for further amplification.
Garden of Life RAW products were picked and promoted on 7 major cross border ecommerce sites. More than 1,200 users liked the posts, and over 600 customers collected the promoted product to their shopping list. The GOL brand was well perceived among the Chinese consumers through the KOLs’ endorsements.