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FRED & FARID GROUP, Paris / GLAMOUR SALES / 2014

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Case Film

Overview

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Credits

Overview

Description

Chinese e-commerce war never ends, and all the brands are fighting against each other to sign the fashion icons, fashion KOLs, and sexiest stars as ambassador to increase brand awareness.

Our client Glamour-sales is a young and smart luxury flash sales website needed a glamorous spokesperson to stand out.

Our idea was simple but 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!

First we introduced the Glam Dog by teasing Chinese netizens on Weibo and invited them to make their own dog more glamorous. Then a “Glam Dog Fashion Show” was organized directly on the famous Bund in Shanghai. The spokesdog is so fresh to the Chinese audience that the topic went viral with a total number view of 2.650.000 on Weibo. Then we pushed it even further, we made our Glam Dog star become the brand's community manager on Weibo, WeChat and other digital platforms.

Globally, our fans were fascinated by this "Puppylarity". 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!

Execution

First we introduced the Glam Dog by teasing Chinese netizens on Weibo and invited them to make their own dog more glamorous. Then a “Glam Dog Fashion Show” was organized directly on the famous Bund in Shanghai. The spokesdog is so fresh to the Chinese audience that the topic went viral with a total number view of 2.650.000 on Weibo. Then we pushed it even further, we made our Glam Dog star become the brand's community manager on Weibo, WeChat and other digital platforms.

Outcome

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 4 million to 6 million, with sales increased by 47% during the period!

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