Case Study, 1,000 Followers in 30 Days

1. Brand context and goal

A European DTC wellness brand entered China with a localized positioning and a Service account to enable menus and stronger push. Goal was 1,000 qualified followers in 30 days, defined as users who opened at least two articles or tapped a menu at least once.

2. The 30 day plan at a glance

• Week 1, setup and first two flagship articles, launch menus and QR placements.
• Week 2, publish two educational pieces and one story post, run small ad test.
• Week 3, run a lightweight giveaway with form capture inside WeChat.
• Week 4, collab with two micro KOLs and boost the winner story from the giveaway.

3. Content calendar and templates

• Flagship 1, brand promise, how to use the product, clear CTA to menu and service chat.
• Flagship 2, expert Q and A, three common myths, proof with small case notes.
• Educational, short format, one tip per post with a simple diagram.
• Story, customer before and after, simple photos and one quote.

Each article ended with a mini CTA strip, follow, menu tap, or chat. Titles used one benefit and one keyword users already search for on WeChat.

4. Distribution tactics that worked

• QR codes on packaging inserts and order confirmation emails for China orders.
• Menu deep links shared by customer service in replies to common questions.
• Cross posts to WeCom contacts from sales where relevant, with consent.
• Staff social repost pack, three ready images and two captions in Chinese.

5. Ads and budget

• Small WeChat ads test with two audiences, interest and lookalike of site visitors.
• Best creative was a short moving image showing the key benefit in three steps.
• Daily cap to keep frequency under control and protect organic signals.

6. KOL and KOC seeds

• Two micro KOLs under 50k followers for a simple try and tell format.
• Ten KOCs from real customers, coupon for a friend and a repost template.
• Tracked with UTMs and unique menu entry tags for each partner.

7. Daily metrics and leading signals

• Follower adds by source, QR, menu, article, ad, KOL, and staff repost.
• Article open rate, second open rate within seven days, menu tap rate.
• Cost per follower for paid sources and blended cost.

8. Results and cost per follower

• Total followers after 30 days, 1,146.
• Organic, 61 percent, paid, 39 percent.
• Blended cost per follower, €1.42, paid only, €2.18.
• Menu tap rate, 22 percent of new followers in the first seven days.

The giveaway created a clear spike but the best retention came from the expert Q and A and the story post. Menus drove the first sales chats.

9. Lessons you can reuse

• Pick one promise and repeat it in titles, covers, and menus.
• Publish two strong flagship pieces in week one to set tone and trust.
• Give staff a repost kit in Chinese so they can help in one tap.
• Keep paid small until you see early organic signals, then scale the best audience and creative.