Chinese New Year is the biggest holiday for Chinese nationals with the highest outbound travel volume. Envision there would be a huge commercial opportunity for travel retail industry, Tom Form would like to launch a campaign to promote the brand’s two SKUs: Lost Cherry Special Deco Lip Color and Lost Cherry Perfume targeting Chinese travel consumers across EMEA regions.
Develop a holistic campaign on key media channels to target consumers from pre-trip to during trip. Leverage a festive creative to increase product awareness and increase user conversion.
Given we only have a limited budget allocated for this campaign and Chinese New Year is the busiest time with all brands making noise targeting Chinese consumers globally. We have prioritized doors based on CTC travel pattern, to ensure our campaign can achieve sufficient SOV and reach in key markets. Creative wise, we have developed a CNY themed digital interactive H5 to awareness and engagements.