Market Entry Strategy: Expansion of footprint in China by building a strong presence on key social media platforms like WeChat, Weibo, and Xiaohongshu.
Engagement Tactics: Regular content and always-on engagement through contests, and media buying to boost visibility and consumer interaction.
Creative Campaign Highlight: A festive WeChat Red Envelope campaign featuring a limited-edition Aman dragon cover and video successfully engaged users during the holiday season.
When Aman Essentials set its sights on expanding into China, the challenge was clear: how to translate the brand’s refined, global luxury presence into a uniquely Chinese digital conversation—one that not only resonated culturally but also drove real engagement and conversion.
To succeed in this ambitious effort, Aman Essentials partnered with ArCon brands and Fugu to develop and execute a bold, multi-platform strategy that would bring the brand’s story to life across China’s most influential social channels: WeChat, Weibo, and Xiaohongshu (RED).
China represents one of the most digitally advanced and brand-conscious luxury markets in the world. Consumers here don’t just shop—they seek experience, emotion, and meaning behind a brand. Social media is not just a marketing channel—it’s the gateway to brand discovery and loyalty.
For Aman Essentials, known for its curated line of wellness and lifestyle products inspired by Aman Resorts, the goal was to:
To achieve this, the team needed a strategy grounded in localized content, cultural relevance, and always-on digital engagement.
Aman Essentials launched with a comprehensive digital strategy tailored for the nuances of China’s social platforms. Key pillars included:
Each channel served a distinct role in bringing Aman’s world to life:
Before launching content, the team conducted active social listening to better understand consumer sentiment around Aman Essentials and its competitors. These insights shaped everything from creative tone to timing—ensuring relevance from the first post.
To sustain momentum and deepen audience involvement, Aman Essentials activated light-touch engagement mechanics such as contests and lucky draws—tools that are culturally familiar and highly effective in social environments.
Strategic media investments amplified message reach, optimized campaign visibility, and boosted overall engagement, helping Aman Essentials quickly claim space in a competitive market.
At the heart of the campaign was a standout festive activation timed for Chinese New Year: the Aman Essentials Red Envelope Campaign.
Red envelopes, or “hongbao,” are traditional symbols of luck and prosperity. The campaign invited users to follow Aman Essentials on WeChat to receive a limited-edition digital red envelope featuring:
A stylized dragon cover designed in Aman’s visual style
A custom video animation revealed when the envelope was opened
Promoted on WeChat, the campaign became a celebration of both culture and brand.
Aman Essentials’ entry into the Chinese market wasn’t about broadcasting a global message—it was about local resonance, platform fluency, and strategic digital storytelling. Through its social-first strategy and cultural sensitivity, the brand was able to quickly earn attention, trust, and engagement from China’s sophisticated digital consumers.
Market Entry Strategy: Expansion of footprint in China by building a strong presence on key social media platforms like WeChat, Weibo, and Xiaohongshu.
Engagement Tactics: Regular content and always-on engagement through contests, and media buying to boost visibility and consumer interaction.
Creative Campaign Highlight: A festive WeChat Red Envelope campaign featuring a limited-edition Aman dragon cover and video successfully engaged users during the holiday season.
When Aman Essentials set its sights on expanding into China, the challenge was clear: how to translate the brand’s refined, global luxury presence into a uniquely Chinese digital conversation—one that not only resonated culturally but also drove real engagement and conversion.
To succeed in this ambitious effort, Aman Essentials partnered with ArCon brands and Fugu to develop and execute a bold, multi-platform strategy that would bring the brand’s story to life across China’s most influential social channels: WeChat, Weibo, and Xiaohongshu (RED).
China represents one of the most digitally advanced and brand-conscious luxury markets in the world. Consumers here don’t just shop—they seek experience, emotion, and meaning behind a brand. Social media is not just a marketing channel—it’s the gateway to brand discovery and loyalty.
For Aman Essentials, known for its curated line of wellness and lifestyle products inspired by Aman Resorts, the goal was to:
To achieve this, the team needed a strategy grounded in localized content, cultural relevance, and always-on digital engagement.
Aman Essentials launched with a comprehensive digital strategy tailored for the nuances of China’s social platforms. Key pillars included:
Each channel served a distinct role in bringing Aman’s world to life:
Before launching content, the team conducted active social listening to better understand consumer sentiment around Aman Essentials and its competitors. These insights shaped everything from creative tone to timing—ensuring relevance from the first post.
To sustain momentum and deepen audience involvement, Aman Essentials activated light-touch engagement mechanics such as contests and lucky draws—tools that are culturally familiar and highly effective in social environments.
Strategic media investments amplified message reach, optimized campaign visibility, and boosted overall engagement, helping Aman Essentials quickly claim space in a competitive market.
At the heart of the campaign was a standout festive activation timed for Chinese New Year: the Aman Essentials Red Envelope Campaign.
Red envelopes, or “hongbao,” are traditional symbols of luck and prosperity. The campaign invited users to follow Aman Essentials on WeChat to receive a limited-edition digital red envelope featuring:
A stylized dragon cover designed in Aman’s visual style
A custom video animation revealed when the envelope was opened
Promoted on WeChat, the campaign became a celebration of both culture and brand.
Aman Essentials’ entry into the Chinese market wasn’t about broadcasting a global message—it was about local resonance, platform fluency, and strategic digital storytelling. Through its social-first strategy and cultural sensitivity, the brand was able to quickly earn attention, trust, and engagement from China’s sophisticated digital consumers.
