Soundcheck: Lancôme Assessments Podcast Advertising Alternative In China

Overview

Lancôme has partnered with native podcast platform Xiaoyuzhou to launch a devoted advertising program for its signature product Superior Génifique Wrinkle & Darkish Circle Eye Cream. The wonder model invited seven podcasters to share their tales of staying up late on their respective podcast channels on Xiaoyuzhou. The concept of the collaboration got here from the promoting factors of the Lancôme eye cream, that are to scale back darkish circles and visibly enhance the looks of wrinkles brought on by staying up late. 

Lancôme invited seven podcasters to share their tales of staying up late on Xiaoyuzhou. Photograph: Xiaoyuzhou screenshot

Netizens’ Response

Every program of the audio collection has acquired over 100 feedback on Xiaoyuzhou. Although the press price of podcast applications is just not as excessive as that of movies and pictures, engagement is extra natural and in-depth. By addressing ache factors of staying up late which might be widespread among the many younger era and leveraging private narratives behind the phenomenon, the devoted program simply resonates with listeners and encourages them to remain awake at night time for significant and optimistic issues. 

Verdict

Amongst rising content material codecs, podcasting is without doubt one of the most missed in China. Nevertheless, discerning world luxurious homes like Gucci and Giada in addition to homegrown labels Neiwai, Maia Energetic, and Pop Mart have examined the chance by way of launching digital initiatives on native podcast platforms together with Ximalaya, Vistopia, and Xiaoyuzhou.

Launched by Shanghai start-up Jike in 2020, Xiaoyuzhou is an app that has seen speedy progress: over 2 million listeners inside a yr and a half. As a podcast-only app that includes user-friendly features and personalization algorithms, the coming-of-age platform has been recognized for its excessive person stickiness. 

Within the case of Lancôme x Xiaoyuzhou, the partnership will assist the wonder label to counterpoint the storytelling of its eye cream. As magnificence manufacturers normally have fewer SKUs than vogue manufacturers, they should constantly inject newness into their hero merchandise. Whereas its rivals preserve betting on the speedy gross sales conversion of livestreaming and celeb endorsement, Lancôme has began to spend money on branding and long-term progress.