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Our client is a renowned American company specializing in innovative outdoor grills and accessories. With a focus on quality and continuous innovation, the company has become a leader in the global barbecue market, promoting unique grilling experiences and fostering community through shared meals.
The client reached out to Daxue Consulting to design the best activation toolkit for the most suitable consumer cohorts.
The toolkit makes it possible for us to:
We designed a logical 2-step process to develop activation toolkits for 4 target cohorts:
Step 1: Keywords definition and online platforms selection
Step 2: Online data extraction and sorting on each cohort
Our team of native experts started by translating into Chinese all relevant keywords tailor-made for each cohort. We then identified relevant social media platforms and blogs/forums to extract data from through the use of social listening tools.
Here, using social media listening tools, we scraped consumer posts based on the relevant keywords for each cohort that could be found on Weibo, Xiaohongshu, Douyin, Wechat, Baidu and other platforms.
We present our findings in the form of a presentation with an actionable toolkit, based on in-depth qualification and quantification of each cohort, including:
Following the toolkit presentation, we determined the most suitable consumer cohorts to focus the brand’s strategy on.
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