In China, fashion e-commerce brands are in a mad race for signing fashion models, spokespersons, ambassadors... Our client, a young and smart luxury flash sales websites called "Glamour-Sales", needed a glamorous spokeperson to stand out. Instead of choosing a fashion icon, we chose a dog. We invented the "Spoke Dog". We made our "Spoke Dog" be the brand's community manager.
We launched a GlamDog competition, and organized a real "GlamDog Fashion Show" on the famous Bund in Shanghai. Then our GlamDog regularly posted contentes and interacts with its fans on the brand official Weibo, Wechat and Website with its own "fashion taste". The GlamDog campaign succeeded in attracting Chinese's netizen's attention, and during the period: traffic on brand's website boosted from 4M to 6M, sales increased by 47%.
During the Chinese New Year which is the biggest sales holiday for e-commerce, Glamour-Sales would like to find a way to stand out from all the players' promotion competition. Two days before Chinese New Year, we posted a series of random letters with no sense on Glamour-Sales official Sina Weibo, and changed some products' price to 1rmb on the brand website. It made people believe that the community manager had totally gone nuts! Of course simultaneously the consumers were all happy to discover the crazy discounted prices.
Finally we released a CCTV surveillance video to explain that it all came from the brand's irresistible "Spoke Dog" — the GlamDog. People loved the "story" and also got value-worthy products thanks to the big promotion. In just two days, we have generated 22 167 reposts, 21 657 216 post views on Sina Weibo, and more than 150 000 visitors to the Glamour-Sales Chinese New Year promotion website. 1 500 followers were recruited for brand weibo account, and the total video views reached 123 000.
Doggy Sales - Adfest
Bronze for Best use of Social Media & Earned Media
Doggy Sales - Cristal Festival
Gold for Best Use of Social Media