CHINA. Globuy has joined forces with Make Up For Ever to promote the LVMH-owned brand’s new store at cdf Haikou International Duty Free Shopping Complex.
Globuy and parent company TripurX are among The Moodie Davitt Report’s key content partners in China.
As reported, Make Up For Ever launched its striking new flagship boutique at the complex in partnership with China Duty Free Group.
Globuy launched a campaign page on its WeChat Mini Program in late December targeting travel retail consumers. The promotion, which ran until 18 January, highlighted the new boutique, offering Globuy followers visiting the Haikou store the chance to claim special benefits.
The campaign also featured ‘hot sale’ products, exclusive services and photo opportunities, as well as highlighting the store’s brand immersion room which includes an intuitive exploratory interface that guides shoppers through each step of Make Up For Ever’s HD Skin makeup routine.
To create interest on social platforms, and drive traffic from online to offline (i.e. to the new store), Globuy spotlighted the campaign and the store on its official WeChat and Red accounts and Globuy’s WeChat groups.
The campaign and store details also featured in Globuy’s livestream shopping guide at cdf Haikou International Duty Free Shopping Complex on 10 January. The livestream generated over 46,000 views and 63,000 engagements.
According to Globuy, it led more than 500 people to the store (based on the number of users who have submitted posts) and generated close to 400 posts from customers on Red during the campaign period. Customers who generated good quality content were rewarded with a gift of Make Up For Ever’s Mist & Fix Make-up Setting Spray.
Globuy said that the campaign successfully created social buzz and exposure on Red and helped to drive offline sales.
