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Entry Details

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Entry Details

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  1. Core submission document for12. Best PR Campaign – Public Awareness PR Awards is organised by Marketing magazine, a division of Lighthouse Independent Media Ltd. 2/F Connaught Harbourfront House, 35-36 Connaught Road West, Sheung Wan, Hong KongTel: + 852-2861-1882 Fax: + 852-2861-1336 www.marketing-interactive.com

  2. Entry Details 1. Entry Category: 12. Best PR Campaign – Public Awareness 2. Name of Campaign:Boutir Collect Delivers Virtual Guide through Hong Kong’s Lunar New Year Fair 3. Name of Organisation:Brilliant Top Inc. Limited 4. Name of Brand:Boutir (seller version), Boutir Collect (consumer version) 5. Name of PR Agency:Across Asia Strategy (HK) Limited NOTE: Any specific information or content intended for judging purposes only must be clearly indicated in Red, or highlight it in red. Marks may be deducted if the strict slide number of entry submission is exceeded.

  3. Entry Video Boutir Collect Delivers Virtual Guide through Hong Kong‘s Lunar New Year Fair (2016):https://youtu.be/gm4yKGHfj3M

  4. (10%) Max. 1 slide • A clear description of the business/brand consumer challenge that public relations was being asked to address. • Any key statistics which help illustrate the scale of this challenge in more detail. Mandatory information to submit: Start date, end date, key objectives, target audience, budget and key competitors Challenge Brilliant Top Inc., a start-up app developer, seeked an user-engagement campaign to push social shopping e-commerce of its apps Boutir and Boutir Collect. Across Asia Strategy suggested “Boutir Collect Delivers Virtual Guide through Hong Kong’s Lunar New Year Fair” - the first-evercampaign that redefined Hong Kong’s traditional Lunar New Year Fair shopping experience. Not only delivered a virtual guide, the app also provided an online shopping platform to cater stalls which were keen to jump into round-the-clock e-commerce. Campaign start date and end date: Phase I: Seller Acquisition Period and In-App Market Building – 4 Jan to 8 Feb 2016; Phase II: Media Event and Shopper Engagement Period – 2 to 8 Feb 2016 Target Audience: Smartphone users interested in visiting Lunar New Year Fair Key Objectives: 1) To raise company’s profile and brand awareness; 2) To acquire sellers and shoppers to intensify user engagement on Boutir and Boutir Collect Budget (HKD): HKD99,073 (including professional fee: HKD77,000; production fee: HKD22,073) Key Challenges: 1) Approaching Fair stalls for campaign is unprecedented, and there was no public information about the over 220 dry goods stalls we targeted; 2) Majority of the stall owners (sellers) were skeptical about the effectiveness of this new distribution channel, sellers’ registration rate started slow; 3) Boutir is a startup brand with only 850 active users pre-campaign. E-commerce stories fatigue and low awareness on Boutir made Boutir’s new social shopping concept more difficult to attract media attention.

  5. (30%) Max. 2 slides – slide 1 A clear rationale of why you chose this PR approach. The core insight on which you focused your strategy. An outline of your message, along with creative and media thinking. How these were developed to be both distinctive and impactful. Mandatory information: Core strategy, campaign concept and creative rationale. Strategy Boutir needed more sellers to broaden its product portfolio, as well as to engage more shoppers to amplify its unique social shopping experience. Therefore, our campaign was built around the largest marketplace of the year in Hong Kong - Lunar New Year Fair (or CNY Flower Market). This annually held event gathered thousands of small-scaled local retailers and consumers, who were Boutir’s target audiences. Our strategy was to spring Hong Kong people to go digital to experience the traditional Lunar New Year Fair. • For Sellers: The CNY Flower Market was always overcrowded, and was difficult for sellers to retain shoppers andpresent festive goodies on offer. Boutir (seller version app) presented an additional selling platform for stall-owners and solved their overstocking problem. • For Shoppers: In view of the overcrowding problem, Boutir Collect (consumer version app) provided a virtual guide for easy shopping experience. It enabled shoppers’ pre-trip route planning, on-site fast-locating their desired stalls, and even purchase online. Shoppers may browse and share items they wish to buy to social media outlets, like Facebook and Instagram, to make recommendations that engage other friends.

  6. (30%) Max. 2 slides – slide 2 A clear rationale of why you chose this PR approach. The core insight on which you focused your strategy. An outline of your message, along with creative and media thinking. How these were developed to be both distinctive and impactful. Mandatory information: Core strategy, campaign concept and creative rationale. Strategy Designed Media Angle: Every year, regional and local media visit the Lunar New Year Fair at Victoria Park to search for interesting stories on-site. We anticipated this news cycle and pitched to various media that Boutir Collect initiated the first-ever campaign that presented general public an unique way to experience this traditional festival with their smartphones. We also expanded our targeted media genres into general news, business, education, technology and startup feature pages. Event Concept: A press conference was organized to provide a communication platform for media to hear stall owners’ endorsement on Boutir's campaign. This event was followed by a media market tour to the Lunar New Year Fair, which provided hands-on experience to reporters by making use of the virtual guide to fast-locate stalls. Creativity and Originality – We differentiated from our competitors by being the first e-commerce platform to launch an innovative virtual guide for this traditional local branding campaign. Boutir is well-branded as a local app especially tailored for Hong Kong innovation and local small businesses to overcome business challenges. Online media HK01 featured the Fair with stalls on Boutir's virtual guide

  7. (30%) Max. 2 slides – slide 1 - An overview of how your campaign/strategy was implemented - The different tactics/medium used within the programme - The roles of these different tactics/medium Execution We leveraged the Boutir Collect Delivers Virtual Guide through Hong Kong’s Lunar New Year Fair campaign through our communications: Phase 1: Sellers RegistrationWe proactively reached out stall owners to encourage seller downloads and pre-registration one month before the Market started through: • Cold-calling colleges and universities • Tracking information on social media platforms, including Instagram and Facebook, to approach sellers-to-be of the Fair 2016 • Introducing Boutir's campaign to CNY product wholesalers and distributors to reach stall owners indirectly • Reaching stall owners for final recruitment during the Market move-in period Phase 2: Moving the Flower Market ON-LINEWe creatively shifted the offline Market mobile, aggregated over 220 dry goods market stalls and their goodies online on a virtual map in-app for shoppers’ convenience. Clicking onto a stall on the market floorplan instantly showed its stall information, goods and prices.

  8. (30%) Max. 2 slides – slide 2 - An overview of how your campaign/strategy was implemented - The different tactics/medium used within the programme - The roles of these different tactics/medium Execution Phase 3: The Amplifying Moment - Press Conference and Media Market Tour • Over 30 journalists and 40 sellers participated in our press event held near Victoria Park on the firstday of the Fair. During the event, Boutir’s CEO shared his inspiration and vision of this first-ever campaign.Positive feedbacks from sellers added merits in creating an unique perspective to media. • Participating sellers showcased various CNY products demonstrating product variety that Boutir offered, and media interviewed different sellersduring the event which directly boosted exposure. We received wide endorsement from sellers during the interviews. • A media tour to flower market followed after the press conference to allow journalists enjoying the disruptive shopping experience brought by Boutir. On-site Shopper Engagement @Lunar New Year Fair • We arranged models gave away branded Fai-chuns and pamphlets to encourage visitors download Boutir Collect on-site and try the virtual guide.

  9. (30%) Max . 2 slides – slide 1 - The campaign’s bottom-line impact. - Notable changes to the stakeholders’ behaviour. - Clear evidence/metrics demonstrating the campaign’s performance. - A clear rationale as to why you believe this qualifies for a PR award. Results User Acquisition for Sellers and Shoppers • Over 220 sellersstarted their online business on Boutir within 30 days. • Significantly increased product variety ranging from soft toys cashing on the Year of the Monkey theme to pug pillows and other accessories. • Earned 4,778 downloads for Boutir and Boutir Collect apps. App Recommendation and Queries • Boutir Collect was listed on Chinese New Year Recommended Apps List on Google Play;and as Best New Apps and Chinese New Year Recommended App on App Store. • 16 times search increase of "Boutir/ Boutir Collect" on Google during Campaign: from 15 average daily clicks before campaign to 242 daily clicks after; generated over 1,700 queries clicks. Implications: Boutir’s campaign has brought about a change in locals’ way of selling and shopping behavior. Google Search Increase

  10. (30%) Max . 2 slides – slide 2 - The campaign’s bottom-line impact. - Notable changes to the stakeholders’ behaviour. - Clear evidence/metrics demonstrating the campaign’s performance. - A clear rationale as to why you believe this qualifies for a PR award. Results Maximised Brand Recognition Cross-borders Media Coverage: Over 30 media outlets reported the campaign generating over 120 media exposure on TV, radio, web portals and printed mediain HK, Mainland China, Taiwan and USA, equivalent to total Ad value over HKD 1.6 Million. HK Economic Times CableTV South China Morning Post MetroRadio Interview Headline Daily SingTao (USA) Market Recognition Using our campaign as key showcase, Boutir even won Silver Award - Best Use of Limited Budget at Marketing Events Awards 2016,Hong Kong ICT Awards 2016 Best Business Solution(e-commerce) Bronze Award and Outstanding SME Award to recognize its success in introducing social shopping experience to the HK market.

  11. Supporting Visuals Max. 2 slides – slide 1 (optional) Across Asia Strategy moved all dry goods stalls from the traditional Lunar New Year Fair to ON-LINE, where in Boutir sellers can introduce and sell their festive goods, and shoppers can easily browse stall information on the floorplan design and purchase Market goodies in Boutir Collect even if the Market ended. User interface of Virtual Guide in Boutir Collect

  12. Supporting Visuals Max. 2 slides – slide 2 (optional) Reports on the campaign generated over 120 media exposure on TV, radio, web portals and printed media in HK, Mainland China, Taiwan and USA,of which the PR value is equivalent to over HKD1.6 Million. Sing Tao Daily (HK) XinHua.net(HK & Mainland) On.cc (Taiwan) On.cc (HK) HK Commercial Daily Stall Owners’ Endorsements Ta Kung Pao China Daily Sina HK

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