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.
In two months we reached over 499,000 parents with over 25,500 parents actively engaging and outsold all competitors on Ladybird’s distributor’s official e-commerce channel.
Global Performance Marketing Awards
Best Influencer Marketing Campaign, Highly Commended
Shortlisted for The Drum Award 2022, Customer Insight category
Confidence to experiment with a new approach
The insights Emerging Comms provided gave the Ladybird team confidence to experiment with a new approach through a clear view of the market, resulting in a successful pilot project that convinced Ladybird to take a non-traditional approach in direct to consumer brand marketing in China.
The research and the pilot project got buy-in from different stakeholders within the brand and was commended by the wider team.”
