INTRODUCTION

Red Bridge was engaged to reinforce DFS and T Galleria with DFS’s unique offering and positioning as the world’s leading luxury travel retail destination choice, using both traditional and social media.

We were tasked with launching the official DFS WeChat account, managing the official DFS Weibo channel, building an online outbound traveller community, increasing brand awareness and deepening brand understanding among mainland consumers, meanwhile promoting and building the T Galleria by DFS brand.

The challenge was that Chinese luxury consumers are still extremely price sensitive and have little brand loyalty towards duty free retailer brands.

Furthermore, DFS and T Galleria by DFS are in a competitive duty free retail segment, with strong and aggressive players from Korea and Thailand who offer a lower price point and a variety of e-commerce shopping solutions.

Engaging affluent travellers.

THE STRATEGIC APPROACH

We decided to utilise the global assets, combined with a localised approach, to recruit followers on official DFS WeChat platform and communicate with a mass audience. Embracing local initiative, we created unique, high quality editorial destination content with peer-to-peer tonality for social and online media, to align with Chinese luxury travellers’ behaviours.

This carefully curated content has not only helped to generate high levels of viewership on social media channels, but to also strengthen DFS’s position as the luxury travel retail destination.

Utilising top-tier celebrities.

THE EXECUTION

We utilised existing DFS assets of seasonal ambassadors (well-known top-tier celebrities) to pitch to media and social media features. Activity included celebrity interview coverage in print media, press release distribution, social media amplification with high quality key visuals, audio, videos, and engaging travel stories between celebrities and DFS, as well as product recommendations.

Localised social media postings by key opinion leaders and aggregators were utilised to amplify strong creative materials communicating wider travel experiences about DFS and T Galleria by DFS as being the smart luxury travel destination choice.

It’s all in the numbers.

37M

CONSUMERS REACHED ON SOCIAL MEDIA AS A WHOLE IN 2015

612K+

VIEWERSHIP GENERATED ON WECHAT IN 2015

36K+

ENGAGEMENT GENERATED ON WECHAT IN 2015

37K+

FOLLOWERS RECRUITED ON WECHAT IN 2015

586

CLIPPINGS GENERATED IN 2015

8.6M+

PR COVERAGE MEDIA VALUE (USD) IN 2015