WECHAT MARKETING ‘CUSTOMISE YOUR UGG’ CHINESE NEW YEAR RETAIL CAMPAIGN

UGG were keen to increase store traffic, drive sales and raise brand awareness over this peak shopping period with both local Chinese and inbound tourists.

During the Chinese New Year (CNY) period, Bastion China were engaged by UGG to promote their ‘Customise Your Classic UGG’ service. UGG were keen to increase store traffic, drive sales and raise brand awareness over this peak shopping period with both local Chinese and inbound tourists.

Bastion China employed a dynamic, mixed-method strategy which included both Weibo and WeChat as well as influencer engagement. Significantly, Bastion China’s recommendation of extending the lifetime of the campaign (doubled in duration from the previous year) yielded unparalleled outcomes for the client, specifically, an overall sales increase of 50% compared to the previous CNY period.

In addition, the campaign drove over 3,000 leads to UGG’s online store which supported the client’s broader growth strategy and has led to engaging the client on a retainer basis as opposed to sporadic campaign work.

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