Social and Influencer > Web Campaign

RED STAR MACALLINE 3RD LUBAN CULTURAL FESTIVAL “LOVE WOOD”

VERAWOM - LINKED BY ISOBAR, Shanghai / RED STAR MACALLINE GROUP CORP. / 2016

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Overview

Credits

OVERVIEW

Idea

By focusing on the marketing philosophy of Luban Cultural Festival, we invited Feng Tang and Li Quan to explore the relationship between home furnishing and life.

Execution

By focusing on the marketing philosophy of Luban Cultural Festival, we invited Feng Tang and Li Quan to explore the relationship between home furnishing and life. In terms of online promotion, social media was used, while for offline promotion, sales campaigns were launched across China. Meanwhile, members were recruited to increase sales of the company’s home furnishing products.

Results

The viral video generated a record for the highest number of plays across several professional video platforms. The relevant information was circulated by over 400 home furnishing brands/ agencies and was frequently reported by industrial marketing authorities.

The estimated value of such free promotion was over RMB 7,200,000. Word of mouth leading to direct sales reached 12.2% (industrial average: 2%), sparking niche market potential.

The campaign attracted 116,000 new customers. Total sales exceeded RMB 1.2 billion, successfully penetrating the industry’s proverbial glass ceiling, driving the sales upgrade for the home furnishings industry, inspiring the recreation of the brand’s life philosophy and setting a new benchmark for the industry.

Strategy

With the “wood culture” as its starting point, Luban Cultural Festival recruits celebrities as a promotional tool to help customers express their lifestyles. Our marketing philosophy, “Enjoy the beauty of carpentry with a love of wood,” is intended to enhance furnishing sales as well as the brand.

Background

Luban Cultural Festival is the sole annual China-wide marketing promotion and cultural communication event organized by Red Star Macalline.

Luban Cultural Festival 2015 centered consumers’ interaction as well as the utilizing the wood culture in order to improve both brand and sales.

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