Synutra International Inc., founded in 1998, is a company focusing on premium infant formula products and baby food as well as relevant food research and development, production, sales, consulting and after-sales service. Synutra has many complementary brands among which SUPER is one of the core brands.
Synutra sells through an extensive physical sales and distribution network and stores but has limited presence in online marketing system. In spite of its large online consumer base, Synutra faces the challenge of growing online fans. In particular, after launching its French facility, Synutra is in an urgent need to build SUPER into a deluxe brand.
After launching the French facility in 2016, Synutra SUPER Business Division aims at cultivating a SUPER deluxe French version on all channels. To better synergize with its WeChat communication, the Social Touch SCRM All-Staff Marketing project has been activated. Services offered by Synutra SUPER WeChat official account include nearby store positioning, experts online consulting, product tracing, and Vshop and etc.
Synutra All-Staff Marketing system is unveiled on 8 July. By activating its nationwide offline sales strengths including people and stores, consumers are encouraged to subscribe to the SUPER official account, therefore transmitting offline loyal consumers to the online platform.
By leveraging the 2016 BME Exhibition and launch of French plant, activities like My Story with SUPER and SUPER History are introduced. These campaigns are expected to “personify” SUPER brand image and culture so as to encourage community members to share and communicate their individualities.
Involved by 3,600 staff with 9 promulgated activities
SUPER WeChat Official Account fans number grew by 90,780 in one week. The invitations sent by an individual user could be as many as 4,648
WeChat blogs had a steady daily view of around 20,000
