MY MOST CREATIVE MARKETING CAMPAIGN
With Farine group expanding, Marketing budgets progressively grew and enabled me to imagine and propose more ambitious projects.
Easer 2017 was for instance the occasion to build up complementary online and offline marketing campaigns - besides the seasonal product offer - as levers to reach different target groups and achieve strategic objectives.
- ONLINE... -
Activity: H5 gaming APP offering our connected users to go and explore Farine stores to hunt virtual egg hunts hidden across inside and outside spaces.
Timeline: Apr. 1st to Apr. 16th
Objectives / Opportunity:
- Increase visibility reaching a wider target of consumers ;
- Improve perceived image with an entertaining game-APP ;
- Increase existing and new stores awareness ;
- Facilitate store location visualization ;
- Highlight the specificity and uniqueness of each store interior and exterior design as users would navigate and explore ;
- Differentiate our brand from the numerous copy-paste competitors ;
- Increase our social media followers as gamers could only enter the game APP through our WeChat official account.
Recruitment:
The APP would be accessible through our official WeChat Account, with an official post, an automatic post to all our new followers, QR codes displayed in all our stores (cashier area and postcards) and a training of our Baristas to push scanning.
- ... & OFFLINE -
Activity: 2 egg-hunt sessions for 20 kids aged 3 to 8, in the little garden space located right in front of our newly opened 5th store. Kids would egg hunt in the garden under their parent supervision and need to find 3-different colors of plastic eggs. All kids being rewarded at the end of the game with a bag of chocolate mini eggs.
Timeline: Apr. 16th (1-2PM and 3-4PM)
Objective / Opportunity:
- Increase brand visibility ;
- Boost awareness of our new store and its location ;
- Improve our image among family clientele following a scandal over child treatment ;
- Highlight the multinational clientele of our brand ;
- Warm up relations with the Mall of our new store offering their VIPs a privileged offer ;
- Propose hands-in content around a one-of-a-kind event for our Media partners ;
- Gather a data-base of contacts from family with young kids for future targeted events.
Recruitment:
Parents with kids under 10 could send us their information (Name, Kid's name, Age, Nationality, Contact email, Preferred time sessions) through our various social pages.
The event information and subscription would be promoted across our social media accounts and covered in print Family magazines (City Weekend Family and Chinese print magazines).
