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Glamour-sales is a luxury e-commerce website in China, well known for its authentic luxury brands sold at 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.
Research of the existing consumers of Glamour-sales illustrated that they got the promotion information mainly from Sina Weibo. The goal was to bring 100,000+ traffic from Weibo to Glamour-sales Chinese New Year promotion pages.
To create a big buzz online, Fred & Farid Shanghai 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. This immediately triggered the interests of the netizens, and drove huge traffic to the promotion pages so everybody discovered the crazy sales.
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's weibo account, and the total video views reached 123,000.
Agency: Fred & Farid Shanghai
Brand : Glamour Sales
Title : Doggy Sales
Executive Creative Directors: Fred & Farid
Creative Directors: Feng Huang, Gregoire Chalopin
Brand Supervisor: Vanessa Yuan
Art Director: Linh Vu
Copywriters: Aser Cao, Jana Chen
Agency Producer: Chen Wang
Account Director: Crystal Liu
Account Manager: Chan Li
Digital Planners: Liang Liao, Sen Liu