Ma Pak Leung
Performance Highlights: +125% product topic views, +134% brand search volume, +871% total post interactions, 20% bookmark/save rate.
Marketing Objective:
Dominate core demand scenarios like "throat care" and "throat soothing" through strategic content ecosystem mapping to build strong category association. Targeting the high-interest winter period, we leveraged scenario-based content covering households, professionals, and wellness-focused audiences to drive search conversions.
Content Strategy:
We positioned the product around "winter throat care as an essential need," connecting high-resonance topics across everyday contexts—such as commuters, teachers, and family health management (e.g., "In-Car Portable Throat Relief" and "Must-Haves for Teachers Between Classes").
KOL Integration:
Partnered with niche beverage bloggers to create "DIY Autumn Pear Honey Drink" recipes, expanding consumption scenarios through innovative ways to use the product.
Account Growth & Strategy:
Grounded in the needs of wellness-focused target users, we identified key consumption scenarios and produced high-quality content. By combining Little Red Book's KFS (Viral Content + Feed Ads + Search Optimization) strategy with targeted ad deployment, we built a thriving official health-and-wellness account for Ma Pak Leung.
Campaign Synergy:
Coordinated with the brand's offline DFS counter opening by producing store-visit content centered on "Hong Kong local recommendations for a century-old brand" and "travel souvenir gift guides." The official account's total likes and saves surpassed 4,000+, achieving significant content conversion efficiency.