ECCO seeks to reach out to the younger generation and change their perception of ECCO as a brand for the mature crowd through its new INTRINSIC series that is fun, light and comfortable.
The main communication objective was to attract younger consumers, enticing them to visit stores and eventually make purchases.
To draw the attention of the younger generation, we engaged four distinctive youth role models—a traceur, a drummer, a fashion blogger and a travel photographer to show their respective diversified lifestyles. The mobile campaign site entails of experiential 180°interactive and panoramic videos, allowing users to choose their favorite lifestyle of the 4 key opinion leaders. Users also get to receive different INTRINSIC 2 codes upon sharing the site to drive traffic to in-stores to receive an incentive. Concurrently, they are able to obtain more information about INTRINSIC 2 roadshows and stores through the mobile site.
In a short period of 8 weeks (2/22 to 4/17)，with a media budget of only 400,000RMB (64,000USD), the campaign received 180,000+ page views, 300,000+mobile page views and exceeded KPI 121%.Sales also exceeded targeted sales of INTRINSIC 2 series in offline stores by 30%. There was also growth of 13,000 fans for ECCO’s official WeChat and Weibo accounts. Through the campaign we have portrayed to all that ECCO INTRINSIC 2 series is not only comfortable, but also appealing towards the younger and fashionable Chinese consumers.