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Case Studies

JD Sports Mid-Year Sale RED Influencer Campaign

Background

JD Sports, a leading retailer of sports fashion and footwear, aimed to boost awareness and drive traffic for its Mid-Year Sale in Australia and New Zealand. To effectively reach the Chinese community in these regions, JD Sports turned to Little Red Book (RED), a highly popular social platform among Chinese users, to amplify its campaign efforts.

Objective

The main objectives of this campaign were to build awareness of the JD Sports Mid-Year Sale and to drive both online and in-store traffic in Australia and New Zealand. The campaign focused on leveraging the influence of RED influencers to reach a geographically targeted audience and maximize engagement and conversions.

Solution

We implemented a multi-faceted RED influencer strategy that included both organic and paid promotional tactics:

  1. Collaboration with RED AU & NZ Influencers: We partnered with several influential Chinese influencers based in Australia and New Zealand, who specialize in lifestyle, fashion, and sports. These influencers created authentic and engaging content around the JD Sports Mid-Year Sale, showcasing their favorite products and sharing exclusive deals to entice their followers.

  2. Boosted Posts to Target Geographic Users: To further amplify the reach, we boosted the influencers’ posts to target users in Australia and New Zealand specifically. This approach ensured that the content reached the most relevant audience, increasing the likelihood of engagement and driving traffic to both online and physical stores.

  3. Xiaohongshu (RED) Ads for Enhanced Visibility: In addition to organic influencer posts, we selected high-performing content from the campaign to run as paid advertisements on RED. This strategy allowed us to reach an even broader audience and enhance the overall visibility of the JD Sports Mid-Year Sale, ensuring maximum impact.

Result

The campaign successfully achieved significant growth in both brand awareness and sales during the Mid-Year Sale period. By strategically collaborating with influential voices and leveraging targeted ads on RED, JD Sports was able to connect with the Chinese community in Australia and New Zealand effectively, driving substantial traffic and engagement. The campaign’s success demonstrated the power of combining influencer marketing with targeted advertising to achieve robust results.

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