MMG's Chinese Marketing Magic Transforms Mall & Retail Experiences
Challenge & Objective:
Central Department Store has always been a renowned shopping destination among the Chinese. As a longstanding partner of Central, MMG seized the opportunity of post-pandemic when China reopened its borders. Central aimed to expand its influence even before travelers arrived in China, engaging them actively upon entry, fostering offline interactions, and ensuring a seamless online-to-offline experience, ultimately driving both online and offline growth.
Solutions:
MMG initiated operations across three official platforms—WeChat, Weibo, and Xiaohongshu (Little Red Book). Elevating content quality and enhancing user experience significantly increased follower engagement and interaction. Monthly, MMG orchestrated an online-to-offline interactive campaign: a hidden “code” embedded within posts prompted users to read carefully, identify the “code,” and leave a corresponding message on the account. MMG, in collaboration with Central, selected winners and informed them via MMG, prompting prize collection at offline stores.
Results:
Exponential Follower Growth: Central Department Store‘s social media accounts, managed by MMG, amassed over 1,000,000 total followers, signifying a substantial surge in online audience engagement.
Highly Engaging Activities: The monthly interactive lottery events orchestrated by MMG attracted crowds of eager participants, necessitating queues for participation, showcasing a remarkable increase in user engagement and interest.
Organic Social Sharing: Users actively shared their participation experiences on various social media platforms, amplifying Central’s reach and engagement organically.
