Tom Ford, a maverick of design and innovation, has never been one to follow the crowd, especially when it comes to marketing products. For its Endless Summer Campaign launch in the Europe, Middle East, and Africa (EMA) region, Tom Ford needed a way to stand out in the saturated Chinese media landscape to effectively market its new decadent Soleil collection of beauty products.
With summer fast approaching, we found that Chinese affluent free and independent travelers (FIT travelers) were visiting Mafengwo, China’s #1 travel app, more often to plan their upcoming vacations. We dug deeper into this travel "moment" and found that the top locations these travelers were searching for on Mafengwo were in Europe and in the United Arab Emirates.
To catch the attention of these digitally native FIT travelers, Hylink’s creative team designed an immersive digital experience that enabled users to feel just as unique as the Tom Ford brand. We accomplished this by leveraging existing Tom Ford video assets for an HTML5 game that encouraged Mafengwo users to create their own signature Tom Ford video.
The game was launched through Mafengwo and targeted travelers planning their vacations in the EMA region. Once visitors to Mafengwo’s mobile site opened Tom Ford’s Endless Summer ad, they were redirected to a welcome page where they were prompted to use any combination of three gestures on the screen to create their own Endless Summer video. Each gesture was associated with a different visual response, meant to represent the different aspects of the new Endless Summer collection, and the combination of gestures determined how users could view their interactive video, creating a unique experience for all.
To end their interactive video experience, users would create their own custom signatures, prompting the appearance of an enticing visual of the entire Soleil collection positioned between the user’s unique signature and the iconic Tom Ford logo. This was followed by a link to an official pre-order site for the upcoming Endless Summer collection as well as a general campaign page with content informing users on the Tom Ford brand and its products.
Users could also share the final videos they created on social apps with their friends, creating free second-hand advertising for the Endless Summer Campaign.
With the saturation of beauty brands targeting Chinese travelers, it’s more efficient and cost-effective to place ads on travel agency sites and social platforms during brief spikes of visitor traffic. The campaign also demonstrated the effectiveness of H5 games in educating mobile users on a brand and its products through an interactive experience, which is exactly how the Hylink team helped Tom Ford reach Chinese FIT travelers assembling shopping lists for their Summer vacations in the EMA region.
The campaign results are listed below.
The Endless Summer campaign had a total of 23,478,093 Impressions, 241,691 Clicks and 1.03% CTR
There was a 91.5% completion rate among users for the game and a 67.1% landing page conversion rate to the pre-order site and the campaign page
In regards to media buy, our actual achievement was much higher than initially estimated (we overachieved our KPI’s for impressions by 245% and clicks by 320%), proving that our campaign was relevant and successfully reached our target audience.
