Chinese Marketing Strategy | Chinese Social Media

Amplifying Miriam Quevedo

in North America’s Chinese Community

Strategy | Editorial | Influencer Marketing

Spain-based beauty brand Miriam Quevedo sought linQreative’s expertise to formulate a strategic marketing plan targeting the Chinese-speaking audience in North America, aiming to replicate its success from China in this new market.

“Lin has been a pivotal partner for Miriam Quevedo in USA. She has deployed a very sensitive strategy to expand our brand stature based on a solid understanding of the differentiated values of our brand. Lin is not a conventional agency but one that truly captures the business needs and “takes it personal”. She lives the brand and it has proven to be the best way to push the brand to a real connection with the Mandarin-speaking audience in USA and Canada. ”

Alejandro Galicia, General Manager, MIRIAM QUEVEDO

Challenges

Despite its popularity in China, Miriam Quevedo was relatively unknown among the Chinese-speaking communities in North America, a region with highly competitive indie beauty landscape. Our objective was to generate and boost brand awareness and product interest among this specific audience.

Solutions

Our approach began with comprehensive research and in-depth discussions with the executive team to deeply understand the brand’s perception among Chinese-speaking consumers globally. We identified key appeals – “ultra-luxe skincare” , “luxurious and sophisticated scent” and “anti hair loss” – that strongly resonated with this demographic. Leveraging these insights, we positioned Miriam Quevedo as a leading brand in hair regrowth and a strong contender in the luxury skincare segment, yet with a more approachable price point.

Implementation

Our strategy integrated media editorials for authenticity and influencer marketing for enhanced visibility and appeal. We meticulously selected influencers who aligned with the brand values, ensuring product relevance and timely, on-message content across platforms like YouTube, Bilibili, Instagram, Weibo, WeChat, and RED (Little Red Book).

Results

Our media campaign secured extensive media coverage, including features in top-tier publications like Vogue China and Harper’s Bazaar China. The influencer outreach campaign generated 2,710,700+ impressions and 903,600+ post & video views on YouTube, Instagram, WeChat and Little Red Book.

Conclusion

Our strategic and culturally nuanced marketing approach successfully elevated Miriam Quevedo’s presence in North America’s Chinese communities, demonstrating our expertise in connecting brands with targeted audiences in diverse cultural landscapes.