The Diplomat
ICEX Spain Export and Investment has launched a campaign to promote Spanish fashion brands through social networks in China, in order to attract young consumers in the Asian country.
ICEX and the Commercial Office of Spain in Shanghai have signed an agreement with the Chinese company PLTFRM, a marketing and communication agency specialized in social networks, with the aim of promoting Spanish brands that are already present in the Chinese market and increase their customers and sales. The campaign will be carried out in the months of October and November 2021.
With offices in Shanghai and Hong Kong, PLTFRM has designed a campaign to promote Spanish brands on the most relevant social networks in China. The campaign is aimed at Chinese consumers between 20 and 29 years of age, who represent 40% of the Chinese population, reside mainly in urban areas and spend 85% of their budget on fashion products, as well as making extensive use of social networks, according to the Spain-China Council Foundation.
The promotion will feature Spanish brands under the slogan #spanishsurprise. A contest will also be organized among the audience, the winners of which will be presented with clothing from the participating brands. The actions will begin in early October with a pre-campaign marketing campaign on the social network Tencent Toutiau, with 120 million active users. A live event promoting the brands on the TikTok and/or RED and Yizhibo platforms will take place in the middle of the month, starring Chinese influencers who will dedicate time to each brand. Finally, a week-long post-marketing campaign will take place in early November on the Baidu and Tencent Toutiau networks.
