The Brief

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. 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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

In the previous campaign FF made for Glamour-sales, we’ve introduced to the public that the brand “spokesperson” is a glamorous dog! Imaging what a dog can do is what the human cannot do logically, for crazy sales the dog can be the one who changed the prices of the products. Whether the audience believed or not, the promotions can give benefit the consumers.