Life-Space: Early Night countdown

Life-Space, a mother-baby probiotics brand, made itself known in China by launching a campaign on Tmall in the run-up to Singles' Day.

Agency: GPJ / JUXT China

Campaign Strategy

From our research, we saw that our brand needs to focus on new millennials born from 1980s onwards who are driving ecommerce demand.

E-commerce, as a substitute for traditional brick-and-mortar stores, is booming in China for general FMCG goods, but even more so for baby products. Chinese mothers are more willing than their counterparts in other markets to purchase baby products using PCs and smart phones. According to Kantar Worldpanel 2014-2015 research, over 50% of families purchased baby products through the e-commerce channel in the last 12 months to August 8th, 2014...

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