With our help, Ladybird has moved beyond their newcomer positioning in China and competition is now fierce.
Ladybird use distributors to reach Chinese parents. However, the brand resides with the distributors and the actual Ladybird brand was ‘buried’ in noisy tactical efforts.
Ladybird, a well-loved children’s publisher, uses the traditional distribution model to expand its reach and offer sales channels to Chinese parents.
Competition is now fierce, consumer preferences have changed and the brand has limited visibility on activities.
Emerging Comms conducted comprehensive qual and quant market research with 2,000 Chinese parents with children under six; to understand their challenges, demands and expectations in early ENG education.
Based on the research findings we created a parent-led Chinese social media campaign.
What We Delivered
- Selected more than 50 Chinese micro-influencers to curate bespoke and authentic content to parents, based on their needs and wants
- Conversations sparked meaningful dialogue around the Ladybird brand and products and drove distributor sales.