Glam Dog marketing campaign increased traffic to e-commerce site in China

China’s Lunar New Year proved to be the biggest shopping season and the most traditional holiday in China this year. The consumer market boomed and competition among brands was fearless to the point that traditional launches of major sale events or the inclusion of famous fashion top model as spoke persons didn’t seem to be enough to stand out in the crowd and grab consumer’s attention. At least this is what the advertising agency Fred Farid Group had in mind when Glamour-sales.com.cn, a young luxury e-commerce website in China, hired them to increase 100.000+ traffic from the well known and often visited Chinese micro-blogging site Sina Weibo to Glamour-sales Chinese New Year promotion pages. A very peculiar spoke person was selected by the agency, or should I say “spoke dog”, to represent the Glamour Sales brand.   A fashion show Dog was held for Chinese pugs, with a runway event held on the famed Bund in Shanghai, showcasing dog-specific designs by a host of Chinese fashion designers.   This event promoted Glamour Sale e-commerce site and gather some press coverage ahead of Chinese New year’s eve.  The video of Glam Dog went viral online with a total of 2.6 million views.

Invitation to Glamour Dog Fashion Show

Shanghai Daily: It’s a ‘Glam Dogs’ day

Two days before New Year’s Eve, the agency went even further: a series of numbers, letters and signs which made no sense, were randomly posted on  the Glamour sales official Sina Weibo account.  Some thought that  the community manager had gone completely crazy.  This immediately generated interest among Sina Weibo members who posted comments like “what is wrong with the community manager?”, “he is so fired”, “the community manager must be really drunk”, “The Weibo account must have been hacked?” Then, the brand asked a KOL (Chinese Online key opinion leader) to add the following comment: The comment immediately generated huge amount of traffic to Glamour-sales.com.cn. The next morning, Glamour Site posted the surveillance video from their office, revealing what happened the night before and how those crazy promotions at Glamour site were generated.   Members of the Glamour Site at Weibo discovered that it all came from Glam Dog.

Glam Dog increased conversion rate and traffic to the Glamour Sales e-commerce site.  In 2 days, 1,500 new followers were recruited on Glamour-Sales’ Weibo account and the campaign generated 21,657,216 post views, 22,167 reposts, 8,693 comments and more than 100,000 buyers on the Glamour Sales website without any media buy.