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.
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 alone generated over 50 posts and videos within 3 months, reaching an audience of over 800,000 across various social platforms, both in Chinese and English.
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.
