FMCG Marketing Case Study
JAX COCO CAMPAIGN
Jax Coco is a premium coconut water brand known for its clean ingredients, bold personality, and focus on everyday wellness. As the brand prepared to enter the Chinese market, it sought to build domestic credibility and relevance among health-conscious consumers.
Through a Xiaohongshu-led campaign, Jax Coco aimed to present its product benefits in a way that felt natural, social-first, and aligned with local lifestyle trends, rather than through traditional advertising.
The Challenge
Although coconut water is gaining traction in China, it still competes with established beverage categories and a crowded health drink shelf. Jax Coco needed more than basic brand awareness. It needed a boost from trusted content creators to explain why its product differs from the rest.
Xiaohongshu was the ideal discovery channel, but it is also highly competitive and community-driven. The challenge was to craft a relatable content strategy, ensure consistent message quality, and work with content creators without diluting the brand’s premium image.
Our Solutions
We combined influencer management, content supervision, and localization to connect Jax Coco with lifestyle-driven audiences and clearly communicate its benefits.
Brand Localization
- Refined Jax Coco’s visual identity on Xiaohongshu by adapting product presentation, graphic accents, and caption styles to match Chinese aesthetic expectations.
Xiaohongshu Content Marketing
- Structured Xiaohongshu content strategy centered on everyday wellness moments, fitness routines, and lifestyle use cases.
- Content formats adapted to platform norms, blending educational product benefits with relatable, real-life usage.
- Positioned Jax Coco as a natural part of healthy daily routines rather than a foreign product being introduced to the market.
KOC Collaborations on Xiaohongshu
- Created authentic advocacy by sourcing and enrolling 20 lifestyle and wellness KOCs who had already discussed fitness, beauty, and healthy snacking.
- Guided them on key talking points without scripting their voice, allowing them to share personal routines featuring Jax Coco at the gym, at home, or on the go.
The Results
The campaign successfully introduced Jax Coco to thousands of wellness-focused Xiaohongshu users. With strategic creator selection and consistent supervision of both content and engagement, we ensured the brand was positioned as a natural, aspirational choice in users’ daily routines.
20
KOCs enrolled
172k+
total views
2,000+
total engagements
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Related Services
Influencer Campaigns
Activate the right mix of KOCs and KOLs to build credibility and accelerate brand discovery. Our influencer campaigns prioritize authenticity, audience fit, and strategic content planning to help FMCG brands build trust, drive engagement, and drive organic discovery across social platforms.
SDG Expertise in Focus
Explore Sekkei Digital Group’s recommended strategies for foreign brands executing FMCG marketing in China.
FMCG MARKETING IN CHINA FOR FOREIGN BRANDS
Chinese consumers rarely rely on brand messaging alone when evaluating FMCG products. Search visibility, creator recommendations, and ongoing digital presence all shape purchase consideration, which is why our strategies focus on helping foreign consumer brands build trust and stronger relevance across China’s fragmented online landscape.
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