Project Overview
Poysian aimed to build brand awareness and expand its reach in the Chinese market through a strategic digital marketing approach.
In 2024, Poysian had not yet established official accounts on Chinese social media platforms. S39 therefore leveraged Influencer Marketing as the primary channel to build brand awareness, collaborating with creators on Douyin and Xiaohongshu to introduce the products, showcase everyday usage, and highlight where Chinese tourists visiting Thailand could purchase Poysian products.
From 2025 onwards, as the brand sought to expand its reach and establish a stronger presence in the Chinese market, Poysian launched official accounts on Douyin and Xiaohongshu. S39 then expanded the strategy into Always-on Content, Paid Media, and Online & Offline Activations to build long-term brand awareness and engagement.
Objectives
○ Build awareness and increase the visibility of Poysian among Chinese consumers.
○ Communicate product benefits and usage through authentic and engaging content.
○ Establish official brand channels across major Chinese social media platforms.
Scope of Work
After Poysian established its official accounts on Douyin and Xiaohongshu, S39 expanded its role into ongoing social media management and brand communication.
○ Developed and managed Poysian’s Official Accounts on Douyin and Xiaohongshu.
○ Produced Always-on Content across both platforms.
○ Planned and managed Douyin Ads to increase reach and brand visibility.
○ Executed Online & Offline Activations, including product giveaway campaigns on Xiaohongshu.
Results
○ Generated over 1.4M+ total views, generating over 84K+ total engagements.
○ Established consistent brand communication through Poysian’s Douyin and Xiaohongshu Official Accounts. Integrated Always-on Content + Paid Media + Online & Offline Activations to continuously strengthen brand visibility and audience engagement.
Project Overview
Poysian aimed to promote its products in the Chinese market through KOL and KOC marketing, as the brand did not yet have an Official Account (OA) in 2024. The focus was on introducing the product to Chinese tourists visiting Thailand and generating product reviews on Chinese social media platforms.
Objectives
○ Promote Poysian products to Chinese tourists traveling to Thailand.
○ Utilize KOLs/KOCs to review the product and provide information on where to buy it.
Scope of Work
○ Collaborated with 5 KOLs on Douyin and 70 KOCs on Xiaohongshu (Redbook).
○ Created strategic content tailored to the target audience.
○ Focused on KOCs demonstrating real-life product usage and highlighting purchase locations in Thailand.
Results
Achieved over 3.5M views and engagements, with Lifestyle and “Place to Buy” content generating the highest interaction. The campaign effectively increased brand reach and successfully drove purchasing intent among the target audience.
Case Studies
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