| Title | DOGGY SALES |
| Brand | GLAMOUR SALES |
| Product / Service | RETAIL |
| Category | A08. Use of Social in a Media Campaign |
| Entrant | FRED & FARID SHANGHAI, CHINA |
| Entrant Company | FRED & FARID SHANGHAI, CHINA |
| Advertising Agency | FRED & FARID SHANGHAI, CHINA |
| Name | Company | Position |
|---|---|---|
| Fred/Farid | FRED/FARID SHANGHAI | Executive Creative Director |
| Feng Huang/Gregoire Chalopin | FRED/FARID SHANGHAI | Creative Director |
| Linh Vu | FRED/FARID SHANGHAI | Art Director |
| Aser Cao/Jana Chen | FRED/FARID SHANGHAI | Copywriter |
| Wang Chen | FRED/FARID SHANGHAI | Agency Producer |
| Crystal Liu | FRED/FARID SHANGHAI | Account Director |
| Chan Li | FRED/FARID SHANGHAI | Account Manager |
| Liang Liao/Sen Liu | FRED/FARID SHANGHAI | Digital Planner |
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.
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.
Chinese New Year is the biggest sales holiday in China. To succeed the D-Day, pretty much every Chinese brand will launch major sales for storage clearance. The consumers on social networks will be exposed to a lot of promotion information during Chinese New Year period. It's really hard to stand out of this promotion competition. A research of the existing consumers of Glamour-sales illustrated that they got the promotion information mainly from Sina Weibo. Our goal is to bring 100,000+ traffic from Weibo to Glamour-sales Chinese New Year promotion pages. Social networks are most for information gathering and for fun to most netizens. The content is the key to attract people. Therefore, 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.