METRO’s sales peak appears during the Chinese New Year period. However, existing users contributed most of the revenue. The challenge was to best deploy an integrated online media strategy and increase the offline new visitor revenue ratio.
We separated the campaign into 3 phases as it got closer to the Chinese New Year’s Eve. Different media touch points, targeting options, activation time, creative messages, exposure frequency and budget allocation were used during each campaign phase to effectively reach, engage and influence an audience’s Chinese New Year shopping decision. In the end this dramatically helped Metro to increase its brand preference among new users and to trigger the desire for an offline visit.
60% sales revenue generated from New visitors. Baidu brand keywords index increase from 2189 to 3359 during CNY.