55Haitao is a unique publisher on the Rakuten Advertising Affiliate Network that offers content, cash back and coupons all on one site. The publisher is able to use content combined with cash back or coupons to simultaneously drive awareness and revenue for retailers, which perfectly marries brand and performance.
Over the years, Rakuten Advertising has helped 55Haitao build a strong partnership with Clinique by encouraging the brand to run compelling content and coupon campaigns in the Chinese market. In 2020, Clinique had its eyes set on a 50% increase in revenue year-over-year (YoY), with a focus on raising awareness and acquiring new customers through new and innovative platforms.
The Rakuten Advertising and 55Haitao teams were able to add two new content strategies along with enticing coupons to Clinique's affiliate program in China.
The content campaigns included trendy live streaming and content seeding initiatives, executed through top Chinese influencers and content creators. The livestream on Douyin (TikTok), which has more than 600 million active users in China, attracted a 45,000 popularity index in the first 30 minutes. The content seeding strategy on Little Red Book garnered over 70,000 views in the first week.
Through this integrated brand and performance approach, Clinique was able to exceed its goal and grew its revenue by 88% and increased new customers by 135% YoY. The brand also saw phenomenal results on key Chinese retail dates such as June 18th's Shopping Day and Singles' Day, with sales soaring as high as 258% and 2,101% YoY respectively.
Judges’ comments
The judges were thoroughly impressed by the partnership and its results. Monica Chia, Regional Experience Director of Reprise APAC, commented: “thoughtful use of local platforms to reach brand objectives, the results are great.” “Great partnership, well done,” congratulated Mazen Mroueh, Co-Founder and Head of Business Development at Digicrowns.
Nathalie Pellegrini, Chief Performance Officer APAC at Mindshare, added: “I really like the use of the two channels working together and complementing each other to deliver these great results”.
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