CHINA. Globuy has partnered with LVMH-owned skincare brand Fresh to promote the latter’s newly launched Black Tea Advanced Age Renewal Cream with the ‘Globuy Reviewers’ campaign.
Globuy and parent company TripurX are one of The Moodie Davitt Report’s leading content partners in China.
The Fresh Black Tea Advanced Age Renewal Cream has been equipped with BT Matrix, a natural retinol alternative. It contains exclusive plant extracts that reduce wrinkles and improve skin firmness. Unlike other retinol-based products, the anti-aging moisturizer is gentle enough to be used twice a day.
The Globuy Reviewers campaign recruits new customers to experience the Black Tea Advanced Age Renewal Cream through a sampling drive. The campaign collects data, drives user-generated content sharing and builds social media engagement to build brand awareness for Fresh in travel retail.
The campaign started in January and will run until March. Over 6,000 users signed up for the trial campaign in the first four days. Participants also learned more about the brand and discovered related products on the campaign page on WeChat.
The campaign also drives participants to visit the Fresh stores at the Hainan Tourism Duty Free Shopping Complex and cdf Haikou International Duty Free Shopping Complex. Here, Globuy Reviewers can discover the Black Tea Advanced Age Renewal Cream and learn about Fresh’s other products.
Globuy Reviewers are incentivised to share their duty free shopping experiences on social media and give feedback on the in-store services, discounts and offers available to encourage other Globuy users to visit the stores.
Globuy Reviewers is the only user-generated content and CRM programme of its kind in travel retail. The campaign aims to help brands understand the shopping behaviours and preferences of their consumers by building a comprehensive customer database.
Globuy’s mission is to become the leading Chinese travel retail KOL. It currently has over two million followers on WeChat, Red and Bilibili and enjoys an average of 1.5 million views per month. Globuy shares the latest travel retail information, duty free shopping promotions, campaigns, launches and events with its followers.✈
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