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#WalkwithPomelo
Project type
Cross platform campaign, UGC, Creative Direction, Creative Strategy, Social Media
Date
2020
Location
Bangkok
Role
Creative Director
Meeker
Nicole Lee
Campaign Summary
Objective
Launch a Fashion Mega Sale event in July 2020 amid the challenges of the Covid-19 pandemic.
Challenge
July is not traditionally associated with mega sale periods.
Limited marketing budget.
Opportunities
Leveraging relevant social trends, particularly on TikTok.
Utilizing TikTok's popularity during Covid with the lowest Cost Per Acquisition (CPA) and Cost Per View (CPV) among all performance channels.
Approach
The campaign focused on leveraging TikTok to generate excitement and raise awareness. TikTok was chosen due to its popularity during the pandemic and its cost-effectiveness. Additionally, the campaign capitalized on the opportunity to grow the brand's TikTok channel and utilized a prominent celebrity, Davika Hoorne, to resonate with the target audience.
Key Learnings
Achieved significant exposure and engagement.
In-Feed Ads and Brand Takeover performed well, consistently exceeding benchmark Click-Through Rates (CTR).
The success of the campaign attracted interest from TikTok, with a desire to hire the creative team behind it.
Future Implications
The success of utilizing TikTok for this campaign underscores the importance of adapting to current social trends and platforms to reach and engage with the target audience effectively. Additionally, it highlights the potential for partnerships and opportunities that may arise from successful campaigns on emerging platforms like TikTok.
