The Challenge
When Chobee was introduced to the Clinic, they had already identified the Chinese market as being desirable and created a WeChat account, intending to extend their social media marketing through this channel. However, the Clinic employed conventional Western social media tactics and campaigns, and after a year the results were less than encouraging with minimal Follows and an unsatisfying conversion rate to sales.
What Chobee Did
WECHAT CULTURAL BRANDING Research revealed that the direct translation of the name ‘Anti-Aging’ was very intimidating in Chinese. A recommendation was made and accepted by the client to rename the brand ‘Retain-Youth’ solely for WeChat social media marketing. WECHAT CONTENT EDITING The Chobee team carefully examined the text presented on the clinic’s WeChat platform and edited all the Chinese language content to be culturally aware and adopted the use of modern phrasing to create a stronger dialogue with visitors.
