Relying on the vast growth opportunities that the Chinese market continues to offer, Veet, a French brand that relies on women's care to gain a foothold in China, is looking for innovative ways to navigate its complexities and tap into its diverse consumer base.

Understanding the challenges associated with cultivating consumer awareness and product recognition, especially in a traditionally female-dominated category, Veet was eager to achieve its marketing goals with a customized strategy under a limited budget. DeepZero | iPinYou leveraged Tmall DIGITAL's labeled data to model consumer segments across various tiers, and then attract target customer groups back to Tmall for conversion, enabling a refined and targeted approach to the outreach strategy.

"Expansive" for Women

[STEP1] Insight

Media insight: utilize insight into the media preferences of young female groups (entertainment apps) as media touchpoints.

Search engine behavior insight: segment high-demand female customers who have searched for the product or similar type keywords.

[STEP2] Media Strategy

Focus on pan-entertainment apps, with information and social video apps as supplements to enhance reach efficiency.

"Precise" for Men

[STEP1] Insight

Figure out the brand's high-potential audience under the Tmall Toolkit and DeepZero | iPinYou data analysis. Analyze the user behavior of the male segment on Tmall and observe similar audiences in other Chinese media to understand their preferences and identify the segments with genuine needs.

[STEP2] Media Strategy

Utilize historically high-converting media platforms, focusing on the information flow ad format to enhance conversion rates among male users.

So proud to announce that this campaign has led to a remarkable 80% increase in user growth rate for Veet during the same period, and the user growth cost has decreased by 40%, while the new customer conversion rate has seen an increase of over 40%. Additionally, the cost of converting new customers has been reduced by 20%. This successful partnership proves the potential of precision marketing and reinforces the value of our expertise in delivering impactful marketing solutions. We are excited to continue fostering innovative strategies that drive brand growth and redefine market boundaries.