THE WHAT? Lancôme has branded its Singles’ Day pre-sale campaign a ‘huge success’ after the WeChat promotion garnered ‘a significant amount of traffic’ for the brand, according to a report published by Jing Daily.
THE DETAILS The L’Oréal-owned luxury brand kicked off its campaign a month in advance of the popular Chinese shopping festival, with several promotional deals including BOGOF, GWP and pre-sale offers.
The appointment of Kris Wu as face of the brand in China also helped boost traffic; Lancôme leveraged the celebrity tie to build intimacy with its audience, inserting short promotional videos and audio clips into WeChat articles.
Views ranged between 47,000 to 91,000 per post, says Jing Daily, with one pre-sale post hitting the magic 100,000 spot.
THE WHY? Singles’ Day is China’s biggest shopping event. Held on November 11, brands who can maximise engagement, build a rapport with consumers and mount excitement in advance of the window are more likely to see transactions soar on the day itself.