Creative Execution

EXECUTION: With a ‘Buy it or you will miss it [Christmas' last gift promotion]’ social content as an emotional trigger, this instant messaging mobile game greatly appealed to those who use ecommerce to buy things at the last minute. In the absence of rival mall promotions, it engaged thousands of shoppers to have fun while playing for items that they can cash in or redeem for discounts by shopping at Parkson’s physical stores. Using the right time, right game and right incentive mechanics, this became the most widely shared game on WeChat 6 days before Christmas, vastly driving campaign visibility.

RESULTS： By just using Parkson’s own official Website, Weibo & WeChat platforms without using any Paid media, this Parkson 6-day social media gaming campaign attracted 366,013 shopper participants. With 1,045,214 page views, total time spent by all participants on the social game was 1,830,000 minutes of free airtime for the brand and its Christmas promotion. With a small budget of just 150,000 RMB, this campaign converted 217,198 participants to shop at Parkson stores and to become official followers for Parkson’s WeChat loyalty programme account. With this organic fan growth of 21.85%, cost per acquisition of each of these new customers was just 1.45 RMB! CLIENT ENDORSEMENT: “ We were pleased with the agency’s efforts to launch our WeChat social media Christmas campaign using a social game for in-store event activation at our 51 departmental stores in China.” Sheales Lim Shea Lee Parkson Senior Manager Marketing

BACKGROUND: Parkson China was faced with big challenge of attracting Christmas shoppers in China with a limited budget. INSIGHT: Malls in China assume that shoppers will shop early to avoid the year-end crowd. Starting their year-end promotions 1 month earlier in early November, they rely on traditional shopping occasions like Black Friday and China’s Singles Holiday. There was thus a lack of advertising in the weeks before Christmas as promotions would have ended then. STRATEGY: The convenience of mobile and ecommerce has changed shopper behaviour in China. Shoppers wait till the last moment to shop with easy purchase pick up at the mall. IDEA: Using the last 6 days to kick off a social game to promote “A lovely Christmas’ last gift” promotion on WeChat, China's key instant messaging platform, this last Christmas gift promotion of the year targeted Christmas shoppers and procrastinators who shop at the last moment.