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  • SUB CATEGORY :
    BEST USE OF SOCIAL MEDIA & EARNED MEDIA
  • COMPANY ENTERING :
    FRED & FARID SHANGHAI, SHANGHAI
  • ENTRY TITLE :
    DOGGY SALES
  • BRAND :
    GLAMOUR SALES
  • ADVERTISER :
    GLAMOUR SALES
  • ADVERTISING AGENCY :
    FRED & FARID SHANGHAI, SHANGHAI
  • CHIEF CREATIVE OFFICER :
    FRED & FARID
  • CREATIVE DIRECTOR :
    FENG HUANG/GREGOIRE CHALOPIN
  • COPYWRITER :
    ASER CAO/JANA CHEN
  • ART DIRECTOR :
    LINH VU
  • ACCOUNT DIRECTOR :
    CRYSTAL LIU
  • ACCOUNT MANAGER :
    CHAN LI
  • STRATEGIC PLANNER :
    LIANG LIAO/SEN LIU
  • AGENCY PRODUCER :
    CHEN WANG
  • URL OF THE ENTRY :
    http://weibo.com/1722407475/Aud8lb6AR?mod=weibotime
  • ENGLISH CONTEXT EXPLANATION :
    GLAMOUR-SALES IS A LUXURY E-COMMERCE WEBSITE IN CHINA, WELL KNOWN FOR ITS AUTHENTIC LUXURY BRANDS SOLD WITH A LOW DISCOUNTED PRICE. DURING THE CHINESE NEW YEAR WHICH IS THE BIGGEST SALES HOLIDAY FOR E-COMMERCE, GLAMOUR-SALES WOULD LIKE TO FIND A WAY TO STAND OUT FROM ALL THE PLAYERS’ PROMOTION COMPETITION.
  • THE BRIEF :
    A RESEARCH OF THE EXISTING CONSUMERS OF GLAMOUR-SALES ILLUSTRATED THAT THEY GOT THE PROMOTION INFORMATION MAINLY FROM SINA WEIBO. SOCIAL NETWORKS ARE MOST FOR INFORMATION GATHERING AND FOR FUN TO MOST NETIZENS. AND THE CONTENT IS ALWAYS THE KEY TO ATTRACT PEOPLE’S ATTENTION. OUR GOAL IS TO BRING 100,000+ TRAFFIC (BOTH EXISTING AND NEW) FROM WEIBO TO GLAMOUR-SALES CHINESE NEW YEAR PROMOTION PAGES.
  • THE STRATEGY :
    WE LET THE BRAND'S GLAMOROUS "SPOKESPERSON" —— A DOG TO REALLY POST RANDOM LETTERS ON GLAMOUR-SALES’ OFFICIAL SINA WEIBO AND EVEN CHANGE THE PRICES ON THE WEBSITE ITSELF. BY SEVERAL KOLS’ (KEY OPINION LEADERS) REPOSTS, THIS MESSAGE IMMEDIATELY TRIGGERED THE INTERESTS OF THE NETIZENS, AND DRIVED HUGE TRAFFIC TO THE PROMOTION PAGES THAT EVERYBODY DISCOVERED THE CRAZY SALES.
  • THE RESULT :
    IN JUST TWO DAYS, WE HAVE GENERATED 3MILLION+ VIEWERSHIP, 22,167 REPOSTS, 8,693 COMMENTS ON SINA WEIBO, AND MORE THAN 150,000 VISITORS TO THE GLAMOUR-SALES CHINESE NEW YEAR PROMOTION WEBSITES. 1,500 NEW FOLLOWERS WERE RECRUITED FOR BRAND WEIBO ACCOUNT, AND THE TOTAL VIDEO VIEWS REACHED 123,000.
  • THE EXECUTION :
    TWO DAYS BEFORE THE CHINESE NEW YEAR, WE POSTED A RANDOM CODE ON GLAMOUR-SALES OFFICIAL SINA WEIBO. BY SEVERAL KOLS PUSHING THE MESSAGE AND LEADING THE CONVERSATION, PEOPLE WERE DISCUSSING WHAT HAPPENED TO THE COMMUNITY MANAGER: "HE IS SO FIRED”, “THE COMMUNITY MANAGER MUST BE REALLY DRUNK”, “THE WEIBO ACCOUNT MUST BE HACKED?”, ETC. THEN A BIG KOL POSTED A LINK OF THE PROMOTION PAGE AND SAID THE PRICES ON GLAMOUR-SALES WAS CRAZY AS WELL TO LEAD THE CURIOUS NETIZENS TO THE BRAND WEBSITE. THE NEXT DAY WE REVEALED THE “TRUTH” THAT IT WAS THE SPOKESDOG WHO PLAYED AROUND. FINALLY PEOPLE LOVED THE “STORY” AND ALSO GOT VALUE-WORTHY PRODUCTS THANKS TO THE BIG PROMOTION.