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Case Studies

Auckland DFS RED Influencer Collaboration

Background

DFS Group, a leading luxury travel retailer, operates a prominent duty-free store in Auckland. To enhance in-store sales and engage Chinese travelers, DFS aimed to leverage social media to drive foot traffic and influence purchase decisions. Little Red Book (RED), with its strong user base of Chinese shoppers, was identified as an ideal platform to achieve these objectives.

Objective

The key business goals were to increase awareness of Auckland DFS among Chinese tourists and to drive them to visit the physical store. The focus was on promoting the store’s offerings and special promotions to encourage both traffic and sales.

Solution

We executed a strategic RED KOL (Key Opinion Leader) campaign to spotlight Auckland DFS. The campaign centered around two main content themes:

  1. “What to Buy”: Influencers created content showcasing a curated selection of must-buy items available at Auckland DFS. This included popular products across beauty, fashion, and luxury goods, tailored to the tastes and preferences of Chinese travelers.

  2. “Promotions”: Highlighting ongoing promotions and exclusive deals available at DFS, the influencers shared real-time updates and limited-time offers to create urgency and incentivize visits. This included information on discounts, special offers, and exclusive products available only at Auckland DFS.

To maximize impact, influencers were invited for offline store visits where they could experience DFS firsthand and share their shopping journey with their followers. This strategy aimed to provide a genuine, immersive look at what shopping at Auckland DFS has to offer, enhancing trust and engagement.

Result

The campaign successfully drove increased foot traffic to the Auckland DFS store, with many followers reporting that they visited the store after seeing the content on RED. The promotion-focused posts generated high engagement rates, encouraging more tourists to take advantage of the exclusive deals. The result was a significant uplift in sales and heightened brand visibility among Chinese travelers.

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