CLIENT
Zhejiang Semir Garment
1. Eric Ma - Vice General Manager of Balabala Business Unit
2. Yifei Fu - Senior Manager of Balabala
Business Unit
AGENCY
1. Nora He - Vice President
2. Victoria Gao - Associate Account Director
3. Jessie Chen - Strategy Director
4. Esther Zhan - Senior Account Executive
5. Iris Zhan - Analyst
6. Miico Wang - Art Director
7. Presley Zhang - Copywriter
8. Meco Cao - Art Director
SUMMARY
How does a brand that’s reached category leadership via innovation and original style, sustain its price premium in the face of all-powerful discount-seeking e-commerce algorithms?
In the case of Chinese girls’ fashion brand BalaBala, the breakthrough was in building a more direct relationship with its dual audience of girls, the look-conscious wearers, and their value- and safety-conscious mums.
GuYu, China’s first age-appropriate virtual influencer, was activated across online and offline events, to help BalaBala increase WeChat membership by 25%, average transaction value by 14%, and overall sales value by 30%.
