Africa Jade New Product Launch
Location: Beijing, China
Challenge
As an emerging jewelry category, Africa Jade had nearly zero brand awareness in the domestic market. The brand urgently needed to establish recognition within a short timeframe by leveraging a vertical KOL matrix to achieve precision audience targeting, while building brand associations around "elegant styling + Eastern aesthetics."
Solutions
Scenario-based Content Seeding: Adopted a content composition formula of "40% ambient styling + 30% detail close-ups + 30% wearing effects" to enhance product texture through visually appealing presentations. Aligned with the 2025 Neo-Chinese aesthetics trend, certain content pieces incorporated cultural elements such as tea ceremonies and garden landscapes to spark user discussions around "Neo-Chinese + Jadeite."
Dual-angle Communication: Approached from two perspectives – "Africa Jade appreciation" (professional expertise) and "elegant styling" (fashion appeal) – covering both rational and emotional decision-making pathways to amplify seeding effectiveness.
Results
Performance Metrics: Achieved a peak engagement rate of 15% and an average engagement rate of approximately 5%, surpassing the average level for jewelry categories on Rednote.
Ready To Start
Let's build impact together, and growth for your business.
contact@orientsparcs.com
