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Case Studies

"The Mall" RED Influencer Campaign

Background

Auckland Airport’s shopping platform, “The Mall,” sought to enhance its brand visibility among Chinese travelers and drive more traffic to its online and physical stores. Recognizing the influence of social media on shopping decisions, particularly within the Chinese community, they aimed to leverage Little Red Book (RED) to connect with their target audience.

Objective

The primary business goals for this campaign were to build awareness of “The Mall” among Chinese travelers and to drive both online and in-person traffic. The focus was on establishing a strong presence on RED and engaging potential customers by highlighting the unique shopping experiences available at “The Mall.”

Solution

We designed a strategic RED KOL (Key Opinion Leader) and KOC (Key Opinion Consumer) campaign to introduce “The Mall” to a broader audience. The campaign focused on creating engaging and informative content around several key themes:

  1. Shopping Guide of The Mall: Providing a comprehensive guide to shopping at “The Mall,” showcasing the variety of brands and products available.
  2. Shopping Scenarios with Different KOL Experiences: Featuring influencers sharing their personal shopping experiences at “The Mall,” highlighting different scenarios and product finds to create a more relatable and authentic connection with the audience.
  3. Gifting Ideas for Chinese New Year (CNY): Promoting special gifting ideas available at “The Mall” during the Chinese New Year period, encouraging followers to consider “The Mall” as a one-stop destination for their holiday shopping.
  4. Selection of Popular Products Among Chinese Travelers: Highlighting a curated list of products that are especially popular with Chinese tourists, catering to their tastes and preferences.

By collaborating with well-known RED influencers who resonate with Chinese travelers, the campaign leveraged their reach and credibility to enhance “The Mall’s” brand image and attract more customers.

Result

The campaign effectively raised awareness of “The Mall” among its target audience, significantly increasing both online engagement and foot traffic to the physical store. This strategy successfully positioned “The Mall” as a go-to shopping destination for Chinese travelers, aligning with Auckland Airport’s broader business objectives.

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