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     536  0 Kommentare Harbour City Livestream Success Leads to Two AMEC Awards

    • Harbour City receives GOLD in the Most Innovative Use of Measurement in a Digital Campaign and BRONZE in the Best Use of Social Media Measurement, at AMEC Awards 2018.
    • Sets New Sina Hong Kong Livestream Record with over 28.2M Views

    HONG KONG, July 13, 2018 /PRNewswire/ -- Harbour City picked up Gold and Bronze awards at the AMEC Awards 2018. Harbour City, Hong Kong's largest shopping mall, received the Gold Award for Most Innovative Use of Measurement in a Digital Campaign in "ISentia for Harbour City Estates: Unleashing the New Retail Experience". The Harbour City campaign also received the Bronze Award for Best Use of Social Media Measurement.

    Harbour City Livestream Success Leads to Two AMEC Awards

    Harbour City strives for innovation in their marketing campaigns. While in past years, installations were primarily utilised to draw consumer attention, during this campaign, Harbour City relied upon the amplifying power of digital streaming media only. This innovative campaign's success can be attributed to the combination of leveraging the popularity of a new live streaming platform, striking a partnership with a top influencer, and capitalizing on Harbour City's position as Hong Kong's "Beauty Kingdom".

    Designing the Campaign

    Leveraging its strategic position as Hong Kong's "Beauty Kingdom", with more than 320 global beauty brands under one roof, Harbour City launched a highly engaging 90-minute livestream onsite in May 2017. 

    Harbour City invested vast amounts of time and energy in the planning of the campaign to ensure the one-hour-and-a-half livestream would be engaging enough to capture and hold the audience's attention. Harbour City incorporated a designated "purchase intention" measurement model to identify the top influencer in the beauty category.

    After shortlisting and identifying the most relevant, and most popular social media talent in its category, Harbour City launched a campaign on one of China's most popular social media sites, Sina Weibo, which at the time was experiencing dizzying amounts of attention and engagement on its livestreaming platform.

    After an exhaustive search, the Harbour City campaign featured celebrity stylist "Perry", the No.1 Beauty influencer on Sina Weibo with 36 million followers, and featured six different cosmetic brands, all available at Harbour City.  

    The campaign successfully converted consumer intent to action by showcasing Perry's popular usage tips and expertise. The judging panel was impressed by the conversion of engagement into purchases. Due to the popularity of Perry's live streaming, his live stream appeared on the list of the top live stream recommendations on Yizhibo that day. This, along with the promotions of Sina Microblog and Harbour City, led to the increase in the video's popularity. Additionally, post campaign, Perry launched an activity with incentives where he encouraged fans to replay the live stream and answer questions for the opportunity to win a gift. This follow-up action triggered another wave of engagement. The accumulated video views, after the incentive-driven activity, surged from the original 25 million to 28.2 million.

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    Harbour City Livestream Success Leads to Two AMEC Awards Harbour City receives GOLD in the Most Innovative Use of Measurement in a Digital Campaign and BRONZE in the Best Use of Social Media Measurement, at AMEC Awards 2018. Sets New Sina Hong Kong Livestream Record with over 28.2M Views HONG KONG, July …

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