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Parfums Christian Dior

Increasing the WeChat member binding rate

Leading European luxury company under LVMH

Cases

Challenge

Parfums Christian Dior (China) challenged Artefact China to increase their WeChat member binding rate (encourage existing and future members to bind their membership on PCD’s WeChat account) and elevate their brand’s WeChat experience through an enhanced WeChat content strategy.

Approach

Working with PCD’s CRM and Marketing teams, we helped to enhance their WeChat official account ecosystem, content strategy and delivery process. Social CRM infrastructure was also improved and finetuned to facilitate targeted messaging on WeChat.

Result

The member Binding Rate KPI was exceeded in less than 1 year

Targeting audiences using SCRM activationPerformance boost using search

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