The Campaign

Chinese e-commerce war never ends, and all the brands are fighting against each other to sign the fashion icons, fashion KOLs, and sexiest stars as ambassador to increase brand awareness. Our client Glamour-sales is a young and smart luxury flash sales website needed a glamorous spokesperson to stand out. Our idea was simple but original: we did not consider any of the hottest stars that our competitors looked for, we selected a "SPOKESDOG". We called it the "Glam-Dog" to present the brand spirit: Glamoursales makes everything more glamorous! First we introduced the Glam Dog by teasing Chinese netizens on Weibo and invited them to make their own dog more glamorous. Then a “Glam Dog Fashion Show” was organized directly on the famous Bund in Shanghai. The spokesdog is so fresh to the Chinese audience that the topic went viral with a total number view of 2.650.000 on Weibo. Then we pushed it even further, we made our Glam Dog star become the brand's community manager on Weibo, WeChat and other digital platforms. Globally, our fans were fascinated by this "Puppylarity". The GlamDog campaign succeeded in attracting Chinese's netizen's attention, and helped boosting the traffic on brand's website from 4M to 6M, with sales increased by 47% during the period!

The Brief

Our goal is to bring 500,000+ traffic from Weibo to the brand website. Social networks are becoming more and more important in terms of information gathering for our target audience who are online buyers and interested in luxury and fashion industry. Fashion KOLs (Key Opinion Leaders) often have 50,000+ fans followers on Sina Weibo.

Results

Globally, our fans were fascinated by the entertaining content of the campaign. - 67,281 retweets on Sina Weibo - 22,614 comments on Sina Weibo - 742,341 video views in video platforms The GlamDog campaign succeeded in attracting Chinese's netizen's attention, and helped boosting the traffic on brand's website from 4M to 6M, with sales increased by 47% during the period!

Execution

The teaser – Glam Dog Competition – was mainly on Sina Weibo for 5-6 days in order to interactive with the fans. Then we organized the Glam Dog Fashion Show event on the famous Bund to support and enhance media exposure. After the teasing phase, we announced that the new “spokesperson” for the brand was “GlamDog” on brand official Weibo supported by video platform, brand website, and fashion portals.

The Situation

Glamour-sales faced fierce competition in the e-commerce market. The e-commerce brands always prefer to co-operate with celebrities to attract the public attention. As a young luxury brand, the awareness was the key to recruit new buyers. But how to stand out from the competitors if we cannot sign the sexiest fashion icon or the most expensive celebrity?

The Strategy

All our interactive activity with our target audience such as Glam Dog competition etc. were promoted on Sina Weibo by inviting KOLs to push the message to potential consumers. Models, fashion icons, famous bloggers, media were also invited to attend the Glam Dog Fashion Show on the famous bund, and report the whole event on the their media platforms. After the release of Glam Dog brand video, story-telling PR documents were sent to the online media to promote the whole campaign.