CHINA. LVMH-owned cosmetics brand Guerlain recently partnered with Sunrise Duty Free to promote its latest lipstick, KissKiss Matte collection, via a WeChat gamification campaign.
In the latest Jing Daily WeChat case study column, our content partner analyses how the campaign exemplifies the art of audience engagement. Click here to read the full article and to subscribe to Jing Daily.
Within ten days of its launch, the campaign attracted 18,582 page views and 10,000 players. In total, Guerlain has selected more than 300 winners.
How the WeChat campaign works:
With unlimited attempts to go through multiple levels of difficulty, players have the chance to win a lipstick as long as they score over 5,000 points. At the end of the tetris game, they are asked to submit personal information, such as name and phone number, to enter a lottery.
Key learnings:
1. Target small and know your audience
The campaign was created with a clear purpose: to raise awareness among travellers, said Jing Daily. Guerlain’s reason for picking Sunrise to promote its lipstick is to attract a specific demographic: fashionable and trendy customers who are keen on getting first-hand information about the latest products. With this in mind, the offer of a free give-away lipstick is a perfect introduction to an entirely new collection, suggested Jing Daily.
Jing Daily noted that this specific group of Chinese travellers is likely to be the target of Guerlain’s travel retail initiative on a bigger scale in the near future. “We are constantly striving to digitally engage our customers in China in unique ways and we are starting to look at expanding our social and digital communication into travel retail,” said Guerlain Area Manager Travel Retail Greater China Jessica Lau.
2. Make it fun and keep your audience engaged and invested
Jing Daily noted that a highly targeted campaign will have limited exposure. Guerlain, however, makes up for this by improving the entertainment aspect of the campaign. The campaign was designed as a highly addictive tetris game. The lipstick element also frequently appears throughout the game enabling customers to be totally immersed in the product narrative created by Guerlain that makes consumers invest their time to learn more.
“We are constantly striving to digitally engage our customers in China in unique ways and we are starting to look at expanding our social and digital communication into travel retail” – Jessica Lau
3. Winner takes all, collect valuable data
Guerlain is asking players to fill in their personal information in exchange for a free gift, giving the brand valuable customer data to help it target future campaigns and products at this specific demographic. The downside, according to Jing Daily, is the validity and quality of the customer data because of the inclusion of a free giveaway. A promotion such as this could attract consumers who are only interested in a free prize and with little interest in buying in the future.
*This article was originally published by the much-respected JING DAILY, a Moodie Davitt Report content partner.
