PROJECT

Hot@175 Anniversary Social Media Blitz

CLIENT

Holt Renfrew

BRAND

Holt Renfrew

Target: Affluent Chinese

Market: Toronto & Vancouver

Objective

To communicate Holt Renfrew’s 175th celebrations to Chinese consumers via targeted 20-day Chinese social media blitz campaign

Strategic

Sina Weibo was strategically chosen to be the key social media platform in building awareness for Holt Renfrew’s 175th anniversary celebrations. Using culturally relevant messaging and images, 12 key celebratory messages were posted to the Weibo page and further amplified by leveraging key influencers to spread the messages. Social media engagement was generated through a special contest which encouraged Weibo users to become a follower, share with 2 friends and retweet to become eligible to win a Holt Renfrew gift card.

Results

By centralizing all Chinese social media activity onto a single branded Holt Renfrew Weibo Page empowered the brand to connect with Chinese consumers directly in conversation.

  • 692 new followers within 20 days
  • 1044 conversations were generated via @mentions
  • 1047 retweets and 221 comments within 20 day period
  • More than 868 users participated in special contest