👉🏾Have you ever heard of the brand Pure Factor? 😄
and Amazon. However, some niche brands like Pure Factor also do a good job of branding on social media.
Pure Factor is a skincare brand in China. Although Pure Factor
is a niche brand, you cannot image how successful it is using social media to attract and maintain its customers.
Listening to the Groundswell
Pure Factor puts emphasis on its customers' feedback. It always encourages its customers to give feedback online and asks customers to put questions on social media like Taobao and Sina Weibo. Pure Factor collects customers' feedback and regards their feedback as references to improve their products. Besides, online services of Pure Factor answer customers' questions as soon as possible and give them constructive advice on how to take care of their skin. What's more, the most interesting part is that the workers of Pure Factor always chat with their customers under their posts, and their conversations' topics are not about skin care issues or products. Pure Factor also listens to their customers' life experiences, which is a good way to get closer to their users.
The snapshot on the left shows customers asking questions and getting advice under the post of Pure Factor. The snapshot on the right is the post in which Pure Factor encourages customers to leave comments under the post.
Talking with the Groundswell
The founder of Pure Factor is David Wu, an online celebrity who has 6 million followers on Sina Weibo (a social media like Facebook in China). It is no surprise that David Wu can do advertising of his brand on Sina with minimal cost. Due to David Wu's fame online, most of his fans support Pure Factor by using its products. In addition, David Wu encourages his fans to recommend their friends learn about Pure Factor. Sometimes David Wu gives gifts like masks or skin care sets to those recommenders as rewards.
Energizing the Groundswell and Helping the Groundswell Support Itself
Novel and interesting activities can attract users to actively participate in and enhance the interaction between Pure Factor and its customers. Pure Factor always gives gifts to its loyal customers by drawing a lottery, voting and offering free film showings. As mentioned above, those who recommend Pure Factor to their friends also have chances to receive gifts. What's more, Pure Factor highlights users who frequently write reviews and assign ratings to its products online. Reviews and ratings are good references for other users to evaluate the products. Not all the skin care products are fit for everyone. People with various skin textures will use different skin care products. That's why the users' experience is essential for customers to learn about the products. In addition, it's a way to save money on the social media workers. Customers' reviews online can answer some questions of other users.
After reading this blog, I think you will understand why Pure Factor has become so popular in just a few years. As a customer of Pure Factor, I always can find the right product for my skin. Although Pure Factor is a niche brand right now, I think it will become a large brand in a few years.
Some products below are excellent! You should try them!!
Mask
Makeup remover
Hao Wu,
回复删除I is always interesting to see how brands flourish due to their online presence. Certainly the brand would not have grown nearly as much or as quickly if it was only a brick and mortar business. The reach that businesses can attain now, thanks to the web, is extraordinary. How did you first hear about the brand? From social media? Does the brand itself belong to many social media platforms?
Hi, Rachel~ I heard this brand from one of my friends, who is a big fan of David Wu. But what made me feel curious about this brand was that "Pure Factor" frequently showed on the top research terms on Sina Weibo and other social media at that time. After that, I started to learn about this brand. Pure Factor is not belonging to any social media, but it always uses the newest social media apps for doing the corporation branding.
删除I enjoyed reading your blog, Hao Wu. I like how you highlighted Pure Factor’s technique of eliciting feedback from customers—demonstrating their use of listening and responding to the groundswell. That’s great to hear that they respond quickly to customers. I have noticed that Facebook has a function where they report how quickly a page (if it’s a company or organization) responds to questions. This puts more pressure on companies to respond, but that pressure may be helpful for them since responsiveness can help their success.
回复删除Hi, Kristin~~Since I'm a new user of Facebook, I quite like your sharing of the unique function of Facebook!! 😄 I think it will good for the interaction between companies and customers. Also, companies can learn more about their brands from the customers' comments on social media.
删除Hi HaoWu,
回复删除Your blog is an accurate example of using groundswell as marketing methods. In fact, there are many brands which only use Internet to publicize and these brands all get great revenue. I believe the reason is that Internet is a great platform for using groundswell. As you mentioned, this brand use Weibo, live streaming as major marketing tools which are exactly most popular apps in social media, it really helps with promoting and publicizing. Maybe more brands will copy this pattern in the future.