Summer’s Eve

Summer’s Eve: Driving Awareness and Brand Affinity in China’s Intimate Care Category

Summary

• 1.27M+ Views Across Social Media – 277 posts on Little Red Book (LRB) and Douyin generated over 25K engagements and 3,300+ new followers in under a year.

• 41 KOL Collaborations – Influencer-led storytelling reached 1.08M+ views, with top content flagged by LRB as high-quality marketing benchmarks.

• Offline Activation at Scale – Branded experiences—including wellness carnivals and salons—engaged 500+ participants per event.

• Merchandising for Recall – Designed and distributed branded merchandise to reinforce visibility across both online and offline channels.

Business Objectives

As a leading feminine care brand, Summer’s Eve aimed to grow awareness and brand trust in China’s evolving women’s health category. With a strong product portfolio but limited local engagement, the brand needed to:

• Localise brand messaging for Chinese consumers

• Educate the market on intimate care in a culturally sensitive and empowering way

• Build brand equity and recall across digital and physical channels

• Activate brand presence through immersive, community-led experiences

Our Approach

To build affinity in a traditionally under-discussed category, we delivered a brand strategy that prioritised education, community, and cultural resonance.

• Digital Channel Engagement
  Published 277 tailored posts across Little Red Book (LRB) and Douyin, creating visibility at scale.
  Community-first content strategy led to 3,362 new followers and 25,323 engagements in just 10 months.

• Influencer & Paid Media
  Partnered with 41 KOLs to craft empowering, stigma-free content.
  High-impact posts reached 1.08M+ views and were featured by LRB as standout case studies in the feminine care category.

• Offline Events & Experience Marketing
  Produced 10+ offline activations including Women’s Wellness Carnival, Beach Sports Party, and Reading Salons.
  Each event hosted 500+ attendees, blending education with lifestyle-led brand immersion.

• Branded Merchandise & Recall Strategy
  Created a suite of branded goods—from canvas totes to custom coffee cups—distributed during events to extend brand visibility and relevance.

Outcome

Summer’s Eve successfully transitioned from low recognition to category thought-leader in the women’s health and wellness space. The brand achieved high engagement across platforms, built a loyal and growing community, and fostered meaningful offline connections—all while advancing an important conversation in the Chinese market.