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International association for the measurement and evaluation of communication
Campaign title: Unleashing the New Retail Experience
Client/Entering Company: Harbour City Estates Ltd
Company Name: Isentia
Hong Kong’s Harbour City shopping mall engaged Isentia to help with a new livestream social media marketing strategy to engage mainstream Chinese consumers and reinforce its “Beauty Kingdom” reputation. Through innovative social media research and measurement before, during and after the campaign, Isentia helped both design the campaign’s strategy and demonstrate its success.
Harbour City is the largest shopping mall in Hong Kong, with more than 320 brands featured across three beauty stores – Lane Crawford, FACESSS, Joyce Beauty – and other standalone beauty boutiques. It is renowned as the “Beauty Kingdom” for offering the largest number of beauty brands in Hong Kong and across the region. Beyond major beauty brands, Harbour City houses many unique offerings that are not available in China and are highly desirable among Chinese customers, one of the most important target segments.
With the rapid development of China’s retail industry, shopping malls with a similar trade-mix and scale of Harbour City are available in other major cities, while Korea, Singapore, Thailand and other countries in the region play an active role in tourist promotion. Together with the rise of e-commerce that offers more competitive product pricing, Hong Kong and Harbour City face the threat of losing their “Shopping Paradise” appeal to mainland shoppers. To reaffirm Harbour City as a shopping destination across Asia, Harbour City decided to launch an interesting 90-minute livestream onsite in May 2017 and appointed Isentia to help measure its success.
Isentia’s principal objectives were to:
Facing the large scale of data in China, and the rate of opinion and sentiment change online, effectively measuring the campaign’s objectives represented a challenge. Isentia and Harbour City’s marketing team adopted a customised social media research plan before agreeing on their strategy to ensure that outcomes were measurable and attainable, and would determine the campaign’s contribution of the overall results.
The measurement strategy was anchored through three key angles:
Harbour City built an O2O (online to offline) approach to connect the social media research findings (online) and execution elements (offline) that would enable Perry and team to engage audiences in each stage of the livestream.
The key findings of the research were:
Teaser entices fans – Consumers did not always relate easily to a cross-border campaign, but they were more likely to engage after being exposed to pre-event news on social media. One day ahead, Perry posted a dessert photo taken at Harbour City on Sina Weibo, immediately drawing attention to his Hong Kong trip.
Delivering value through professionalism and charisma– Consumers wanted strong editorial content focusing on authenticity and substance. Perry successfully interacted with fans with his charming personality, showing them a “real beauty shopping experience” and answering questions during the livestream.
Further enhancing reach after live streaming – Consumers like live interaction, but can be reluctant to take action if they do not retain information about the brand or product. With the insights observed, Perry encouraged fans to select three favourite brands to win gifts by replaying the video after the livestream, resulting in more than three million additional playback views. Perry leveraged the potential of cross-platform influence to encourage purchases by publishing beauty product details on WeChat, gaining 200,000 views and a wider reach. This increased potential customers’ sentiment towards shopping during the three-day Dragon Boat Festival holidays, which occurred right after the livestream.
Measuring Influencer identity – Isentia monitored Perry’s social media performance to allow Harbour City to better understand how his audience responded to content and how it matched with the positioning of the mall. This research revealed that Perry was a consistent influencer, not only in social media discussions relating to beauty brands, but also in discussions associated with usage tips and expertise, which made his followers an important target audience. New audiences would be open to Perry’s profile.
Set KPI for influencer performance – Harbour City raised a question about whether the top ranked influencers were the most effective in driving consumer purchases. Isentia designed a “purchase intention” measurement model to identify those who were able to make consumers act, by applying keywords such as “buy” and “desire” as a filter in the analysis.
Through incorporating social media measurement into the live streaming campaign, Harbour City successfully boosted quantifiable business and marketing results compared with the same period in 2016.
The overall results were remarkable for Harbour City and showed. The company’s buzz shares boosted, as did customers’ favourability towards beauty products, showcasing how further engagement with its “Beauty Kingdom” reputation was gained by innovative use of social media measurement (see Appendices 3 and 4).
From an Isentia perspective, the key highlights were:
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