The Moodies – Use of Social & Digital Media
Best Overall Use of Social & Digital Media – Brand
Winner
Fresh – ‘Fresh Sensorial Hideaway’ Holistic Yearly Digital & Social Campaign
Skincare brand Fresh introduced its ‘Fresh Sensorial Hideaway’ concept in May 2024 to elevate brand awareness and desirability within the competitive travel retail landscape. Its overall social and digital media strategy, with a US$300,000 budget, targeted affluent Chinese consumers aged 25-45 with an experience-driven mindset and affinity for wellness-focused products.
Fresh offered personalised experiences through an omnichannel approach that blended digital touchpoints with offline engagements. Following the launch of its Black Tea Advanced Age Renewal Eye Cream in April 2024, the brand focused on social seeding through platforms Little Red Book and Douyin, where influencer content was amplified through feeds and search advertisements.
Additionally, the brand launched its WeChat Mini Program ‘The Fresh Indulgent Voyage’ in September 2023, allowing travellers to explore Fresh’s offerings through AI-powered tools such as the ‘Mask Finder’ and personalised travel guides. Collaborations with Chinese travel app Ctrip and digital payment solutions leader Alipay boosted growth rates for Tea Elixir serum and Crème Ancienne range respectively.
Centred around the ‘Fresh Sensorial Hideaway’ concept, the campaigns blended influencer marketing, personalised digital experiences and strategic media partnerships to boost consumer engagement and in-store conversions.
What the judges said:
“Innovative use of WeChat Mini-Program and KOL content showed creativity, especially through AI-driven skin analysis and gamified experiences.” “An outstanding entry that deservedly triumphs against very strong opposition.”
Highly Commended
Shiseido Travel Retail – NARS Voyage
Shiseido Travel Retail’s Nars Voyage concept, launched in July 2024 in partnership with China Duty Free Group (CDFG), executed an omnichannel strategy targeting Chinese passengers. With a US$446,000 budget, the campaign used a WeChat Mini Program to engage users through virtual try-ons and gamified elements. The initiative drove 40,274 unique visitors and generated 186,000 visits to CDFG’s ecommerce site. The campaign – which included an immersive pop-up at the cdf Sanya International Duty Free Shopping Complex in Hainan – successfully integrated digital and offline touchpoints.
The comprehensive social and digital approach has strengthened Fresh’s connection with travelling shoppers
The Moodie Davitt eZine
Issue 343 | 7 March 2025
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (MA Travel Retail). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com