Objectives

Nowadays, shopping behavior of consumer especially post 90’s changed dramatically in department store. The way for brand to win consumer’s heart and gain precious traffic is to break the traditional counter counselling norm and provide young consumers with a futuristic new-retail experience integrating online and offline. Brand expect to renovate OLAY shopper journey to WOW young people.
On top, combined with the most important NI “Flowing Light Bottle” launch, OLAY aim to build FUTURE PURITY pop-up store as the industry-leading launching event. With maximization on social platform, to restate brand equity from masstige to entry prestige and improve brand awareness.
 

How were the objectives met?

As OLAY’s first-ever omni event, this project provide consumer 360°new-retail intelligent shopping experience，creating an immersed personalized journey and halo to nation via wave by wave social excitement.
1) One-Stop Purchase Experience Based on Big Data Technology
-Intelligent Skin-ID Diagnosis
OLAY and Harvard University jointly developed a skin diagnosis system based on massive consumer big data to unlock skin purity secrets and provide customized skin care solutions.
-Future Digital Counter
Based on skin diagnosis result to recommend personalized skin-care product with efficient digital purchase solution.
-Product Customization Service
Consumer could curve DIY pattern on product to create exclusive feeling and fulfill gifting requirement.
2) Immersive Consumer Experience
Virtual gaming to explore autophagy process to enable consumer better aware superiority of Flowing Light Bottle.
3) Holistic Social Maximization and Livestream, exploding brand awareness and social buzz among Chinese youngster.
-Digital Invitation
Consumer reached by social platform could book attend slot to gain unique QR code to enhance sense of ritualization & privilege.
-Celebrity Event
Invite popular celebrity Lusi Zhao and Xudan Zhu to hold on-site fans activation and live-stream on OMNI Platform to drive traffic both online and offline.
-KOL Maximization
Over 100 KOLs PGC in RED and Bilibili thus build it as city landmark. Also, brand engage brand fans to generate UGC and finally gain 1.2 million exposure in RED.

Location: Guangzhou, Guangdong, China

Submitter: Procter & Gamble (China) Sales Co., Ltd.

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