Fictional Influencer “Xiao Wanzi” is Good Diary’s Secret to Success

I’m pals with this lady on WeChat, Xiao Wanzi. She’s tremendous cool but approachable, and somebody everybody needs to be finest pals with. All of us flip to her for magnificence recommendation. She’s all the time sharing the newest ideas and tutorials with us on her WeChat Teams. And it’s not simply magnificence. She’s additionally a pattern setter, all the time posting the very best footage on WeChat Moments from the most well liked new eating places and journey locations world wide.

The catch?

Xiao Wanzi isn’t actual.

She is a fictional character, a homegrown KOL of kinds, created by standard Chinese language home cosmetics model Good Diary in an effort to develop a more in-depth relationship with their buyer base. Ranked primary on Tmall within the magnificence class, Good Diary has been one of the crucial talked about Chinese language client manufacturers of 2019, and Good Diary case research are sometimes cited every time individuals are in search of an instance of a model leveraging Chinese language advertising tendencies.

From being an early adopter of Little Purple Guide (Xiaohongshu), the wildly standard social media and e-commerce platform, to launching in-demand limited-edition model collaborations, to opening wildly packed offline popup shops, Good Diary has experimented with each fashionable advertising tactic potential.

Xiao Wanzi is yet one more profitable experiment, one combining influencer advertising with one other scorching matter within the China advertising world — non-public site visitors.

What’s non-public site visitors?

As on-line site visitors is changing into an increasing number of costly in China, the time period ‘non-public site visitors’ (私域流量) has turn out to be considered one of 2019’s content material creation buzzwords. The Western equal of personal site visitors can be a weblog or an electronic mail checklist, that are their owned channels. Nevertheless, in China, individuals hardly ever go to web sites or use electronic mail, so influencers and types have begun in search of out methods to “personal” their follower base by creating non-public site visitors whereas nonetheless on social media websites. A method to do that is by creating WeChat teams on private WeChat accounts and there are quite a few examples of Chinese language influencers who’ve a whole bunch of personal teams for his or her followers.

Xiao Wanzi’s WeChat teams

Good Diary noticed this pattern creating and, as a substitute of making Good Diary branded teams, they realized they may develop a more in-depth relationship with their prospects by personify their model by the fictional character Xiao Wanzi. Right now there are a whole bunch of “Xiao Wanzi” private WeChat accounts run by Good Diary staff, with all with the identical profile picture and Moments posts. Every of those accounts operates dozens, if not a whole bunch, of WeChat teams stuffed with the model’s prospects.

They don’t find yourself there accidentally. Good Diary is actively funneling prospects and WeChat followers into Xiao Wanzi’s teams. Shoppers can simply add Xiao Wanzi as a good friend by the model’s WeChat Official Account, and as soon as they do, they’ll obtain a free product pattern. And after buying a product, prospects shall be despatched a digital crimson packet which they’ll solely redeem after including Xiao Wanzi as their WeChat good friend.

What goes on in these teams?

“It’s fairly a sorority vibe,” shared Chinese language grad scholar Kejie Yi. “Everyone seems to be sharing what magnificence instruments they’ve, the outcomes they get, how efficient they’re. It is sort of a bunch of shut girlfriends chatting. Xiao Wanzi is generally in control of mentioning matters and ensuring that the group is energetic. There’s additionally one other character within the group known as Xiao Meizi (小美子), who helps Xiao Wanzi reply questions.”

Group members additionally get unique promotions and first entry to new merchandise. However what makes this tactic so efficient is that Xiao Wanzi shouldn’t be solely sharing magnificence recommendation, however she additionally asks group members how they spent their weekends and makes an effort to get to know and assist members of the group. To them she seems like an actual particular person, an actual influencer, that they’ll belief, and in flip, that makes them belief Good Diary and turn out to be loyal customers.

It simply goes to point out, individuals belief individuals. Even fictional ones.

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