Case Study

Boehringer| 30% Low-Cost Customer Growth

Boehringer

Industry

Pharma

Platform

WeChat; Xiaohongshu

Objective

Community

Background

Boehringer, a global leader in animal health, needed to strengthen its direct-to-consumer presence in China. The launch of its deworming medicine faced two challenges: a competitive retail environment dominated by pharmacies, and limited direct access to end customers. To capture long-term loyalty, Boehringer turned to social CRM and DTC operations, building a first-party data foundation and direct engagement model inside WeChat.
Learn more about our WeChat CRM & Loyalty Marketing

Execution

  • Social CRM foundation. We built a membership ecosystem from scratch on WeChat, integrating WeCom service accounts, mini-programs, and a full tagging system to track pet owner profiles. Explore how we drive China DTC growth through social commerce
  • Traffic acquisition. Xiaohongshu seeding campaigns and KOL posts drove awareness, linking into WeChat registration flows. QR-based referral programs accelerated sign-ups.
  • Education & retention. Membership education flows provided pet health tips, deworming reminders, and seasonal care guides, improving repeat engagement.
  • Commerce activation. Integrated WeChat mini-program and multiple sub-malls allowed members to purchase directly inside WeChat, reducing reliance on third-party retailers.
  • DTC operations. SMS and retargeting messages were triggered based on member tags and purchase behavior. Automated coupon systems reinforced upsell opportunities and reduced churn.
  • Data-driven optimization. Tagging + CRM integrations powered segmented offers: first-time buyers received trial coupons; repeat members were nudged toward premium SKUs.

    • 30%+

    Customer Growth

    -25%

    CAC

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