How We Boosted Mannings’ Audience Growth Strategy
Mannings, a leading health and beauty retail chain in Hong Kong, aimed to capitalize on the 2025 May Golden Week travel surge. The primary challenge involved capturing the attention of Chinese tourists across a fragmented travel decision journey while overcoming negative word-of-mouth and outdated brand perceptions. We implemented an omnichannel strategy leveraging Xiaohongshu (XHS) KOLs, programmatic splash ads, and advanced targeting to convert audiences at the pre-trip, in-trip, and post-trip stages. This approach resulted in a 328% increase in organic readership and a 74% higher click-through rate for in-trip campaigns than projected.
WHAT WERE THE CHALLENGES?
The brand aimed to shift its focus from Chinese expats to high-spending Chinese tourists while reinforcing its reputation as a trusted seller of premium souvenirs and healthcare products. However, it struggled to capture the audience amidst negative word-of-mouth and logistical challenges due to limited brand resonance in Mainland China, where popular healthcare items often fell flat. Additionally, identifying the right tourist demographic in Guangdong and Hong Kong necessitated complex data-driven targeting to avoid permanent residents and ensure effective marketing reach.
WHAT HAVE WE ACHIEVED?
HOW WE DID IT?
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As Founder and CEO of EternityX Marketing Technology, Charlene is a pioneering leader in the digital marketing landscape, dedicated to driving growth and innovation. Her role encompasses overseeing the strategic direction of the company, with a strong emphasis on connecting brands to the Chinese market and enhancing their engagement with diverse audiences. Charlene’s unique expertise in digital business allows her to identify key opportunities and efficiently allocate resources, ensuring that brands not only thrive but also build authentic connections with their target markets.