L’Oréal Travel Retail Americas values and recognizes the strong purchasing power of outbound Chinese tourists. The challenge surrounding this campaign was identifying and engaging the Chinese tourist and traveler intender during the YSL Dare To Stage Pop-up Event window to drive awareness and foot traffic to the DFS retail location at LAX with the ultimate goal being increased sales.
To reach the target audience, CLA developed a comprehensive media plan which included geo-targeting methods that focused on both outbound Chinese tourists as well as US-based Chinese locals and potential travelers. Pinpointing, selecting and securing the right influencers, to match the YSL brand image with both inbound and outbound followers, was essential to reaching the targeted audience. The multiple media channels included influencers, Weibo ad units, Tencent WeChat Canvas ads, Tencent GDT ad units as well as WeChat articles on the ShopDutyFreeBeauty account.
The YSL Dare To Stage Pop-up Event campaign delivered truly exceptional results. The influencer activation exceeded the targeted KPIs with 192.65% impressions reached and 172.65% engagements secured. Overall, the campaign engaged more than 26 million targeted consumers, driving valuable customer traffic to the DFS retail location at LAX. The ShopDutyFreeBeauty WeChat account gained an increase of 486 followers. It also generated organic exposure in local press including Jing Daily, The Beauty Influencer, The Business, The Moodie Davitt Report and Duty Free and Travel Retail Magazine.