The Brief

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? 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.

Describe how the promotion developed from concept to implementation

Our idea was simple but very 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! This was very different from our competitors and people were attracted immediately when they heard that the brand “hired” a dog as spokesperson and even Community Manager!

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

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

Our core message is “Glamour-sales makes everything more glamorous!”, and we found an ordinary dog as spokesperson but dress it up with Glamour-sales products so that it became more glamorous!