Ultimate Guide to China Social Media Marketing

Impact

• 5,000+ downloads and readers

• 143% increase in website traffic following publication

• 18 expert interviews across China’s digital marketing ecosystem

• Research synthesized from 300+ industry sources

The report quickly became a widely referenced resource for companies looking to understand the Chinese digital landscape.

It led to invitations to present insights and deliver talks and webinars for global marketing teams including:

• Nike Greater China

• IKEA

• Palgrave Macmillan

• Sanofi

• Merck

Overview

KAWO, a Sequoia Capital-backed social media management platform for China, set out to create a comprehensive resource to help global marketers better understand the rapidly evolving Chinese social media landscape.

The result was the Ultimate Guide to China Social Media Marketing 2022 — a 112-page industry report covering platforms such as WeChat, Weibo, Douyin, and Kuaishou, along with emerging trends in creator marketing, digital commerce, and brand strategy in China.

My role

• Led the editorial development and narrative structure of the report

• Coordinated research across 300+ industry sources

• Interviewed and collaborated with 18 China marketing experts

• Edited and produced the final 112-page guide

• Worked with design and marketing teams to publish and promote the report

Execution

The guide combined expert interviews, platform analysis, and case studies to provide marketers with practical insight into operating in China's unique digital ecosystem.

The report explored:

• Platform ecosystems and audience behavior

• Differences between Western and Chinese social media platforms

• Brand strategies and campaign examples

• Emerging trends in creator marketing and digital commerce

To expand the reach of the guide, we also produced a YouTube video series highlighting key insights from the report.