Lele White Kidney Beans — Integrated Marketing Strategy
Designed and executed an end-to-end integrated marketing strategy for Lele White Kidney Beans — combining medical expert endorsement, vertical category dominance, and KOC seeding to achieve category TOP 3 ranking and 20% GMV overachievement.
Client
乐了白芸豆 Lele
Services
Platforms
Date
2023-06
Challenge & Goals
Lele White Kidney Beans is an emerging health food brand with a clear functional proposition (starch blocking, blood sugar management) but near-zero consumer awareness. The category itself was niche — the core challenge: how to break into the mainstream while building credible "science-backed" positioning?
Our Approach
FLAME proposed a three-tier strategy: expert credibility → segment penetration → word-of-mouth amplification, creating a complete loop from trust-building to viral sales conversion.
Tier 1: Expert Endorsement for Credibility
- Partnered with 3 medical KOLs in nutrition and endocrinology to publish educational content
- Built a brand "science knowledge hub" in the WeChat ecosystem as an anchor for downstream seeding
Tier 2: Vertical Segment Penetration
- Precision-targeted three core audience segments: weight loss, blood sugar management, and healthy eating
- Ran intensive vertical KOC seeding on Xiaohongshu with real-use scenarios to lower the product comprehension barrier
Tier 3: Data-Driven Continuous Optimization
- Built a keyword ranking tracker monitoring Xiaohongshu and WeChat search index in real time
- Biweekly data reviews to rapidly adjust allocation based on conversion funnel metrics
Results
After 6 months of execution, brand Xiaohongshu search index grew 50%, category rank reached TOP 3, and full-year GMV exceeded targets by 20% — successfully completing the mental shift from "niche functional food" to "mainstream healthy snack."
Execution
