Superdry has witnessed the power of social platforms Little Red Book and WeChat.
Launching its Lunar New Year campaign across the platforms – which have 1.2 million and 3 million monthly Australian users respectively – the brand engaged three key opinion leaders (KOL) to communicate its Lunar New Year message to Chinese-Australian consumers.
Queensland-based lifestyle influencer Janice (95,000 followers), NSW-based fashion influencer Ashley (27k) and Adelaide- based couple, product reviewers and lifestyle influencers Tracy and Ethan (111k) helped Superdry communicate the sale message call out of ‘save $88 when you spend $300,' to Aussies across the country.
And the message was heard loud and clear, with KOLs reaching 700,000 local users with a click rate of 14% over four weeks.
Meanwhile, the Superdry WeChat account saw a 21% lift in followers since February.
"The KOLs created eight pieces of content that were drip fed to their audiences across the LNY period calling out both products from the LNY range and sale message," Superdry head of marketing Matthew Iozzi said of the campaign.
Detailing why the brand chose to use Little Red Book and WeChat, Iozzi added that the ability to cross promote and geo-tag locations were among the driving factors.
"Think of WeChat as the equivalent to western Facebook and Little Red Book as the eastern answer to Instagram.
"Little Red Book like WeChat allows brands to geo-target countries. This extends to users.
"KOL's utilise hashtags, video titles and geo-location tags that are set to Australia so that followers are aware of their location. Followers can use the 'nearby' section and search for hashtags to explore users content.
"Plus, Little Red Book can be re-posted on WeChat moments, allowing brands to cross promote across both platforms.
"Little Red Book's main feature is online community-building and focuses on trusted-user generated content where they post product photos with descriptions, reviews and tips for other users to read and comment.
"On Little Red Book, KOL's can post in-depth descriptions of the product and tag 'Superdry' on their photos.
"Followers are able to interact and comment on the content, thus increasing brand exposure," he said.