Small Budget Campaign of the Year

In June, Chinese online marketing and enterprise data solutions provider iClick Interactive partnered with LVMH-owned Make Up For Ever (MUFE) to launch the ‘玫珂菲 焕彩之旅’ WeChat Mini Program. The programme was designed as a one-stop-shop portal that integrated online and offline touchpoints to create a seamless duty free shopping experience for Chinese travellers. To support its release, iClick executed a paid media campaign with a US$39,000 budget.

The summer campaign ran for three weeks from 25 July to 12 August. The campaign objective was to build awareness and recruit new users for the mini programme during the vital activation period and at the same time promote offline events at MUFE’s store in Xin Hai Gang, Haikou – specifically during the brand’s summer promotion week.

The campaign highlighted the brand’s Mist & Fix setting spray, featuring Chinese celebrity and MUFE global ambassador Cheng Yi, along with the Finishing Master campaign that showcased products such as Ultra HD Loose Powder and Pressed Powder. The campaign was designed to actively engage Chinese travellers during the pre- and in-trip stages of their journey. It specifically targeted confirmed passengers with travel interests and booking intentions for Haikou, as well as those already in Haikou. iClick incorporated splash advertisements featuring Yi on Chinese online travel agency platforms Ctrip and Tongcheng Travel (TCEL) to generate interest in the mini programme and exclusive store events.

The primary objective of the splash adverts was to encourage users to register as members of the mini programme. To incentivise registration, the campaign offered a redemption opportunity for a bestselling product at the Xin Hai Gang store. This served as a compelling call-to-action, motivating users to take the desired action. Upon clicking on the advertisement, users were directed to the Finishing Master campaign middle page, where they could explore and learn more about the featured products. Subsequently, users are led to the registration page in the mini programme.

The campaign’s strategic flow ensured that the target audience encountered the splash ad, engaged with the Finishing Master campaign, and ultimately registered for the mini programme to redeem gifts at the offline stores.

On Ctrip and TCEL, the campaign surpassed its key performance indicators with a high click-through rate. The Ctrip ads generated 1,074,373 impressions, while the click-through rate was 5.53%, indicating a strong level of user engagement. Similarly, the TCEL ads generated 497,886 impressions and a 3.43% click-through rate. Over 2,100 new members joined the mini programme within three weeks. This highlights the campaign’s success in attracting and converting users into active participants. It fostered brand awareness, product exploration and user engagement.