HAINAN. Chinese consumer platform Globuy has partnered with luxury beauty brand Filorga to launch an O2O activation called ‘Hainan Journey with Globuy’. The activation was launched on 30 September and will run until 9 October, during the peak Golden Week holiday period.
The campaign drives brand awareness for Filorga and combines vibrant retailtainment, digital gamification and exclusive gifts. It underlines Globuy’s focus on the travel retail channel and deepens its partnership with Hainan Development Holdings-owned GDF Plaza.
The animation features vibrant summer-themed décor transporting shoppers to the sunny beaches of Hainan.
Hero Filorga products are showcased in a dedicated brand zone, which is supported online on Globuy’s Redbook account. Here, visitors can follow three steps to win exclusive samples from Filorga. First, they are asked to follow Globuy’s Redbook account, read the Filorga article and like and comment on the Filorga post.
At the pop-up, Globuy staff direct customers to Filorga’s boutique at GDF Plaza. By completing other tasks at the Hainan Journey with Globuy pop-up, they can win a range of exclusive gifts with purchase from Filorga and Globuy. For example, visitors who purchase at the Filorga boutique can upload their tickets to the Hainan Journey with Globuy WeChat Mini Program and win various prizes and incentives.
The ‘Hainan Journey with Globuy’ animation features three main areas. The main activity zone serves as a photo opportunity for travellers, while the engagement area is a showcase for brands, exclusive experiences, interactive games, a skincare mini spa, tasting events and skincare trials.
The brand zone was designed to help brands run multiple touchpoints. Here, brands can engage and educate more customers about their latest products, via sampling trials and digital engagement.
In addition to Filorga, the Hainan Journey with Globuy animation also features the Rene Furterer and Avene brands.
