The Campaign

Live streaming is a rapidly growing worldwide trend and especially popular in China. According to social data in 2016, ‘celebrity influencer’ was found to be the most frequent tactic used among top brands’ campaigns to drive media publicity. Together with the rising trend of live streaming, Harbour City seized the opportunity to curate the campaign idea by integrating the power of live streaming and popularity of an A-list celebrity influencer – from holding an on-site live event, with a strong online influence by an influential celebrity host, to bringing people to visit on-site, and ultimately converted into sales – all by formulating and executing an O2O2O strategy.

Creative Execution

Harbour City and Perry strategically planned how to engage audiences in each stage of the live stream: TEASER ENTICES FANS One day ahead, Perry posted a dessert photo taken at Harbour City on Sina Weibo, immediately drawing attention to his Hong Kong trip. DELIVERING VALUE THROUGH PROFESSIONALISM AND CHARISMA Perry successfully interacted with fans with his charming personality, showing them a 'real beauty shopping experience' and answering questions during the live stream. FURTHER ENHANCING THE REACH AFTER LIVE STREAMING Perry encouraged fans to select 3 favorite brands to win gifts by replaying the video after the live stream, resulting in over 3M additional playback views. Perry leveraged the potential of cross-platform influence to spur purchases by publishing beauty product details on WeChat, gaining 200K views and wider reach. This increased customers’ favorability of shopping during the 3-day Dragon Boat Festival holidays, which was right after the live stream.

Through incorporating the live stream and social influence into an O2O2O strategy, Harbour City successfully boosted quantifiable business and marketing results compared with the same period in 2016: Business Achievements • 10% increase in total sales of beauty category • 5% increment in average daily traffic, with over 210,000 visitors Marketing Achievements • Record-breaking live views with over 28.5M • New Sina Weibo Hong Kong live-stream record • Perry breaks his highest live-stream view record • Generated numerous local media publicity in online and traditional channels • Received over 600 global media exposure by circulating the release in 10 countries with 7 languages • Case featured in Bloomberg Businessweek (China Edition) and World Global Style Network • Potential audience reach of 100M Harbour City’s brand image and “Beauty Kingdom” reputation was further enhanced by using the O2O2O strategy, which has amplified the customers’ favorability of shopping at Harbour City.

To effectively communicate, Harbour City crafted its strategy in three pillars: PLATFORM – Target the most powerful Among the top live streaming platforms in China, Yizibo (???), Sina Weibo’s live-streaming service, was the most powerful platform to communicate. INFLUENCER – Scout for celebrity by analytics A KOL list was evaluated using social index scores. Celebrity stylist Perry (?P??), the No.1 Beauty KOL in Sina Microblog in 2016, has over 36M followers on Sina Weibo and Yizibo, and over 2M of WeChat public attention. He has a strong presence across social platforms and was selected as the live stream’s host. CONTENT – Product discovery pairing with the master For the live content, six beauty brands were strategically handpicked which are either exclusive to the mall like Lipstick Queen, to a unique brand used by singer Madonna, and a popular brand to attract the customers’ interests.