"LOVE" Perfume Campaign

After being released to the U.S. market in 2017, a perfume named “LOVE” was planned to be promoted to the Chinese market in 2018. Our Chinese VS marketing team needed to localize this product by combining its former marketing storyline with the specific consumption trends of Chinese consumers. Diverse works were implemented for sales promotion such as copywriting localizing, social media promotion strategy brainstorming, offline campaign engaging and supporting, etc. All these series of marketing tools were proved worthy as the sales results turned out to be surprisingly excellent. With the combination of various online&offline strategies, this experience provided me a great chance to know about sales-goal-oriented marketing campaigns comprehensively.

• Localized the marketing copywriting combining the Chinese context on the basis of preserving the original English meaning

• Posted relative social media content about the perfume with the hashtag #维爱密语 (Victoria's Secret Love) on Weibo, one of China's biggest social media platforms. Posts gained 9.26 million hashtag pageviews and more than 4,000 hashtag discussions

• Brainstormed offline campaign activities, arranged the layout of offline campaign sites, communicated with AD producer for the production of materials needed using during the offline campaigns

• Communicated and collaborated with the VS angels and their management team to engage offline promotion campaigns and AD pictures and videos shooting

• Perfume gained more than 18 million sales during the three months campaign season and exceeded sales expectations by 30%