Super Brand Day is one of the busiest days of the year on Tmall, one of China’s biggest e-commerce platforms. Last year, Crocs set us a challenge – how can we help them not only stand out, but drive sales both on Super Brand Day and beyond?
Our medium of choice was livestreaming, which was booming in popularity with our target audience. As result, we decided to produce our own livestreaming broadcast on Tmall to attract new fans to the platform. Star-power was added to the broadcast through Chinese singer and Crocs’ celebrity ambassador Henry Lau. We then used both Crocs’ and his social media channels to attract members of his fandom to both attend and watch the event.
However, instead of just relying on a big name celebrity, we decided to also carefully curate additional online ‘网红’ celebrities that our audience would relate to. Our team worked tirelessly to find the right candidates. For us the most important thing was not the size of their reach, but the quality and strength of their fan communities.
Our campaign certainly delivered: Crocs saw an enormous increase in sales compared to their activity on Super Brand Day 2016. Crocs search terms on China’s most popular search engine Baidu also increased 200% in the week following the livestream. The activity added a huge longer-term boost to Crocs’ Chinese social media channels, increasing the brand’s social media fans by over 500%.