Case Study

Vitabiotics | Social Synergy Boost Tmall Cross-Border Sales

Vitabiotics

Industry

FMCG

Platform

Weibo;WeChat;Tmall

Objective

Awareness,

Background

Vitabiotics, the UK’s #1 vitamin brand, sought to enter the Chinese market via Tmall Global. Despite strong clinical backing and global reputation, the brand had little awareness in China’s fragmented wellness category. Twish China Marketing was tasked with building a full-market-entry stack—from digital localisation and PR to CBEC (cross-border e-commerce) operations. The goal: make vitamins trend across platforms and drive real conversion on Tmall.
See how we localize wellness and supplement brands for China

Execution

  • Multi-platform brand launch. We built Weibo and WeChat official accounts, localised product positioning for Chinese consumers, and coordinated with cross-border e-commerce operations.
  • Offline activation. Experiential launch events with local health KOLs and fitness experts helped drive UGC and seed awareness in Tier 1 and Tier 2 cities.
  • Social amplification. We launched a Weibo campaign with micro-KOLs and health influencers, creating a hashtag challenge that reached over 5 million impressions.
  • Search visibility. Baidu SEO articles and forum placements boosted organic traffic to brand keywords, improving SERP dominance and credibility.
  • WeChat nurturing. We designed the content calendar and automated welcome journeys to build longer-term interest post-event. See our WeChat Services
  • Tmall store management. Our e-commerce team ran store operations, pricing strategies, creative A+ content updates, and campaign pacing—maximizing Singles Day and 618 performance.
  • Cross-channel data loop. All campaign touchpoints were tracked via referral codes and CRM tagging to link offline exposure to online purchase.

    • +220%

    Tmall CVR uplift

    3.5M+

    Weibo views

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