LA MER WOD CAMPAIGN 2019-2021
BACKGROUND
In recent years, the public has a higher expectation than ever on well-known enterprises and brands to fulfill their social responsibilities while providing high-quality goods and services, especially for luxury brands. Therefore, we combined the public benefit genes of brand with consumer values to deliver the concept of ocean conservation to more consumers and maximize the value of brand.
OUR CHALLENGE
LA MER is the first luxury brand to launch public benefit campaign. Over the years, with the concept of “Give Back What We Take From the Ocean”, the brand has been committed to protecting the marine environment by establishing LA MER Blue Heart Foundation, subsidizing marine protection community organization and launching limited edition Creme de LA MER. However, when we face up with the Generation Z , how could we interact and drive these consumers to participate effectively in brand public benefit activity, rather than just a kind of communication on paper?
OUR STRATEGY
We focused on the daily social habits of Generation Z , and customized creative engagement to improve the brand image in the mind of young consumers. In the meanwhile, this campaign reached young followers and target consumers in a better way by taking advantage of media technology and e-commerce big data analysis ability.
COMMUNICATION & ENGAGEMENT
We integrated all brand and media sources to maximize the publicity and interaction of “Ocean Plastic Reduction-scan one plastic product to pick up one marine litter”. With AR black technology as the breakthrough, every participant truly experienced the benefit of their action on H5. In this way, we helped the brand to communicate the concept and measures of marine protection to consumers in a better way and improve their cognition of LA MER.
In addition, we also introduced ten previous limited edition Creme de LA MER, which offering an opportunity for the public to learn more outstanding contribution of the brand to ocean conservation in the past decades.
At the same time, we continued to make momentum for the campaign by creating hot social content under the topic of #共续蔚蓝心动# and utilizing the influence of global blue ambassadors and the charisma of local celebrities and KOL.
PERFORMANCE
The AR H5 “Ocean Plastic Reduction-scan one plastic product to pick up one marine litter” attracted more than 8.24 million participants and created more than 1.3 million real UGC.
Within one month, we gained 60,000 new followers, 84.15 million total impression of relevant content and 460,000 total engagement on Weibo and Wechat platform.
Moreover, 7000 limited edition Crème de LA MER were sold during the campaign, which is a breakthrough for the brand sales.
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