In sea of pink promotions around the Hallmark-created event, L'Occitane Hong Kong wanted its mother's day rose-scented kit to stand out.
The primary aim was to promote the gift set, the secondary aim of the campaign was to increase brand-awareness, promote brand loyalty and grow L'Occitane's fanbase on Facebook.
Teaming up with Snap Mobile, L'Occitane ran a promotion encouraging Hong Kongers to take selfies of themselves as surprise gifts for their mothers. What made the campaign somewhat unique was the use of Snap Mobile's rich media HTML5 ad unit. The full-page mobile ad unit appeared in several of Hong Kong's more popular news and content apps such as House News, Ming Pao news, now news, Day Day Cook and CR archive.
During the promotion period which ran from 8 May to 1 June, the users accessing these apps would come across the full-screen L'Occitane ad unit inviting readers to take a selfie as a Mother's Day dedication. As an incentive, the brand offered three of its gift sets as prizes to be won.
What made the ad unit unique was that the user could activate the phone's camera, take a photo, frame it and post it to Facebook all within the ad unit.
The ad was viewed more than 800,000 times and used 50,000 times resulting in a 6 per cent engagement rate. L'Occitane's Facebook fanbase grew 30 per cent. Unfortunately, no sales results were disclosed at press time.
Account Manager: Peter Li
Project Managers: Gabriel Yu, Force Tse