THE BRIEF

 

The Thomas Sabo Paradise theme event was to celebrate their new SS19 collection. We were tasked to help Thomas Sabo promote the event to Chinese exchange students in the UK and help increase brand awareness. During the event, their flagship store in South Molton Street was redesigned to have a paradise theme. Customers were also given free cocktails and 15% discount.

THE PROBLEM

 

  • Thomas Sabo already has a WeChat account which they use in China. However, to prevent miscommunication with consumers in China and the UK, we were not able to use their WeChat account to promote the event.
  • Most of their followers on WeChat are female, aged 25 year and over. Not many Chinese international students in the UK knew about the brand.
  • Had 8 days to create content and promote to Chinese international students via WeChat.

WHAT WE DID

 

To promote the event, we created three WeChat image articles.  We then posted on WeChat groups to attract Chinese Students in London.

WECHAT CONTENT 1 (Left Image): Overall information about the event. Launched five days before the event.

WECHAT CONTENT 2 (Middle Image): Product information and event reminder. Launched two days before the event day.

WECHAT CONTENT 3 (Right Image): Store location. Launched two days before the event day.

FEEDBACK FROM ATTENDEES

  • Overall positive feedback from Chinese Students
  • Attendees liked the products and activities during the event
  • Positive feedback and good increase of awareness for Thomas Sabo UK.

Comments from Attendees

“

It was a good event, got people involved in the activities whilst getting a chance to look around the store.

“

享受。喜欢做手工的活动 – enjoyed it and liked the activity

“

Yes, I liked the activity and I liked the atmosphere of the store.

“

Yes, I enjoyed it very much. Especially the music and cocktails.

“

I like that I was able to see the variety of items that were sold by Thomas Sabo. There was also a weaving activity that was fun.

“

Yes. The designs were very innovative and refreshing.

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