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This Works: 618 & Double 11 Sales Surge in China

See how This Works leveraged InfluenConnect to achieve 65K+ engagements and 65% faster influencer onboarding for its Deep Sleep Pillow Spray launch during China’s 618 and Double 11 festivals.

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Client Overview


This Works, a UK-based wellness brand famous for its Deep Sleep Pillow Spray, sought to enter China’s competitive beauty market. Targeting stressed urban professionals, the brand aimed to capitalize on the 618 and Double 11 shopping festivals through strategic KOL partnerships.


The Challenge


This Works faced three obstacles:


  1. Market Entry Complexity: Navigating China’s unique social media landscape (e.g., Little Red Book, Douyin) without local expertise.


  2. Festival Competition: Standing out during crowded shopping events dominated by established brands.


  3. Speed: Securing influencers swiftly to meet tight festival timelines.


Strategy & Execution


InfluenConnect designed a festival-focused campaign to maximize visibility.


  • AI-Driven KOL Discovery - The platform’s AI filtered influencers by wellness, beauty, and lifestyle tags, prioritizing creators with high engagement during shopping festivals. Performance analytics identified 15 KOLs experienced in promoting sleep solutions.


  • Budget Transparency & Direct Outreach - Pre-verified rate cards enabled This Works to allocate funds efficiently. Direct messaging bypassed intermediaries, reducing negotiation time by 65%.


  • Festival-Tailored Content - KOLs created unboxing videos, stress-relief routines, and limited-time offer announcements. Posts emphasized the spray’s role in achieving “restful sleep during hectic times,” aligning with festival shoppers’ needs.


Results


The campaign established This Works as a wellness staple in China:


  • 65K+ Engagements: Content drove a 50% surge in sales during Double 11.


  • 65% Faster Onboarding: Influencers were secured within 10 days, ensuring timely campaign launches.


  • Brand Recognition: 70% of post-campaign survey respondents recognized This Works as a “trusted sleep aid.”

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