Launching KORA Organics into China

Driving awareness of Miranda Kerr’s beauty brand in Mainland China.

THE ASK

KORA Organics was founded by Australian supermodel Miranda Kerr to provide customers with a healthier, safe and toxin-free alternative to beauty brands on the market. Recognising the potential in the Chinese market, KORA approached Bastion China for assistance in driving awareness among Chinese consumers that KORA was now available on their shores.

THE APPROACH

When we considered the right way to launch KORA to consumers in China we considered the big risk to the campaign – counterfeiting – and therefore decided to tap into the US$8 billion KOL movement that drives the success of many brands in the market.

To overcome the risk of counterfeiting upon KORA’s launch offshore, we had to ensure that the brand was aligned with trusted sources of information, and those that can also drive sales.

As Chinese social channels such as WeChat are highly commercial and you can seamlessly buy a product in-app we pinpointed an exclusive group of KOLs and media, hosting a press briefing in Shanghai to introduce the product to them.

We brought Miranda along herself to add further credibility to the message, create excitement and ensure the audience understood this was very much the real deal.

THE RESULT

A total of 21 media attended the event, including key magazines such as Vogue, Harper’s Bazaar and ELLE China, together with other leading mainstream lifestyle and beauty media. Additionally, 9 KOLs from fashion, beauty and lifestyle sectors attended the event, with a total follower reach of over 14 million.

WE ARE PART OF BASTION COLLECTIVE

Bastion Collective is the largest independent communications agency in Australia. We exist to be the Bastion of Australian Ingenuity. Our integrated agency network allows us to deliver simple, original and resourceful communications solutions to our clients' complex problems. Bastion Collective clients can use us for one specialist service or our entire integrated offering, delivered through one central point of contact.
We do this all to help our clients create, grow, measure and protect their businesses.

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