SUMMARY
China’s high-end dairy brand Telunsu opened its flagship store on Tmall on January 1st 2019. Following that, the brand soon launched its own digital brand channel. Telunsu hoped to take full advantage of the Chinese New Year period to drive online traffic to its digital storefronts and promote sales.
Leveraging the new trend of sending WeChat Red Envelopes as a New Year gift to families and friends instead of giving physical money, we invited our audiences to a special WeChat Red Envelope group through Telunsu’s spokesperson program on multiple promotional channels – celebrities’Weibo posts, the brand’s terminal channel, and Telunsu’s product packages. Members of the group chat were able to get Telunsu’s coupons in the form of red envelopes and place orders directly at the brand’s online storefronts. They could also save the coupons in WeChat Wallet or share to others. The campaign successfully integrated online-to-offline experience through the spokesperson program. It effectively drove traffic to Telunsu’s online stores resulting in significant increase of sales. Also the campaign perfectly conveyed the brand proposition to its audience – “A Better 2019”.
