Givenchy Beauty Grand Opening Campaign

Givenchy Beauty Grand Opening Campaign

Objective

To announce and celebrate the grand opening of Givenchy Beauty at Lane Crawford, this campaign aims to raise awareness and deepen users’ understanding of the brand and its products. Sample gifts are given out to create online WOM, driving traffic to the brand’s facebook fan page, as well as to its brand new store.

Concept

The grand opening of Givenchy Beauty brings together with the brand’s royal, fashionable and sophisticated heritage. To amplify the splendid occasion, VIPs are those “never to be missed”. Therefore, the sense of superiority is our main focus to attract and engage with the target audience.

Solution

A mini-site is built and designed for both desktop and mobile users. It provides not only the details of the grand opening, but also contains a content tab that holds the information for Givenchy’s hero products – Le Rouge lipsticks.

A floating envelop imitating an invitation card is presented on the landing page to create the sense of “You Are Invited”. Users are invited to “open” the envelop with just a click. With facebook login, they are able to fill in personal information and then entitled to redeem a mini Le Rouge lipstick at the new store.

Last but not least, the mini-site offers a sharing function and serves as a channel to direct users to the brand’s facebook fan page.

Result

Throughout the campaign period, the total number of visits reached 130,000+ with 12,000+ participants recorded.

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