Giftz.com.au Myer 618 Shopping Festival Campaign

As a user-generated content platform, Little Red Book is a hub for users sharing about beauty and fashion products.The platform is hugely popular among Chinese consumers, with a strong female focus. This popularity extends to Chinese living outside China, including Australia and New Zealand. Little Red Book’s audience is perfectly suited to Myers’ target audience of affluent, female consumers.

Our KOL selection also included a number of micro-influencers, whose content focus and style clearly fitted the campaign’s target audience. Working with these micro-influencers provided a very cost effective solution to provide a highly engaged audience.

Working with our KOLs, we developed a content approach that both highlighted the benefits of the Giftz.com.au gift card product and the Myer brand, but also highlighted the special value upgrade offer.

Case Study

Giftz.com.au offers the best range of eGift Cards in Australia. To tap into the Australian Chinese market, Flying Tiger leveraged the Little Red Book influencer (KOL) campaign targeting a local audience during the important 618 Chinese shopping festival (an attractive offer of a $10 value uplift was added to the Myer gift card).

The outcome

We worked with 10 Australia-based micro KOLs to promote the Myer gift card, achieving a broad reach of Millennial and Gen Z Australian Chinese females through the influencer campaign. The 618 shopping festival campaign generated 22,700 clicks and 1,400 likes, saves & comments. Most importantly, the campaign generated a 6:1 ROI and grew website page views through our KOL posts.