Instructions:

Please write detailed answer to the following questions.

Submit your responses in the form of a word document or PDF.

Questions:

You are the marketing director of a medium-sized company that sells beauty, face and body care
products. The company has decided that it is time for them to enter the China market. They will
first launch their face care product line in China. The senior management has decided to use
WeChat as a platform to kick-start the launch. Based on what you have learned in this lesson,
please design a simple advertisement (it can be an advertisement for the product launch, for
social meet-up, etc.) for this purpose and explain why your advertisement will work for Chinese
consumers.

You can draw and take a snap shot of your design, with clear description of what you want to
achieve in your design. You can also use digital medium (i.e., Word, PowerPoint, Photoshop,
etc.) to showcase your work.

Supplementary Materials:

http://marketingtochina.com/top-10-advertising-campaigns-wechat/

I selected a picture of a woman 25-35 as the company has that as its targeted demographic. She is
wearing an expensive coat with the Eiffel Tower in the background. This done to appeal with the
concept of lay elitism in mind. The company name Crème de la Crème is also chosen to have an
appeal to someone wanting the best in life and striving for a lifestyle belonging to the upper class.

The tagline I went with was “The Royal Treatment” and the crown logo was also chosen for the
reason of strongly appealing to those wanting to be a part of the elite. The crown had five stars in
the design to suggest a five star product.

The ad copy:

“Click on the ad and take a brief survey for our expert face care product beauty product
recommendation. Qualifying purchases get entered in a drawing for a Paris vacation package. “

I tried to entice the perspective buyer with a drawing for Crème de la Crème customers to Paris
which for many people in China as well as elsewhere in the world is a lifelong dream. I picked a
lighter purple background for the text boxes to appeal to the demographic and make it easy to read.