Huda Beauty

Becoming an influencer in China

Named the World’s Most Influential Beauty Blogger by The New York Times, Huda Kattan’s face is a familiar one for a whole generation of cosmetics users. Keen to break through the Great Firewall and extend her blogging and retail empire into the Chinese market, Huda appointed us as sole China agency responsible for everything from content production to social media management and ecommerce strategy. The goal; establish Huda as a Chinese social media influencer in her own right.

Beyond the basics such as Weibo and WeChat, we knew the secret to Huda’s success was going to be in the power of relative newcomer, Little Red Book. Building an effective presence here would allow Huda to steal a march on more established players. Another key challenge was how to localise Huda’s video content and product selection for Chinese tastes. Free product giveaways and detailed data analysis have kept our efforts focused.

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15m Impressions in 6 months

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