Drive in-store foot traffic and sales specifically amongst Chinese travelers visiting North America.
Michael Kors partnered with Tencent as one of the first advertisers to leverage WeChat’s advanced tourist targeting capabilities for Golden Week 2017 and Lunar New Year 2018.
Knowing that for traveling Chinese customers, 80% of the consumer decision journey occurs while they are still in Mainland China, Kors knew it was important to reach this high-potential audience before they reached their North American destinations.
In the months preceding Golden Week in September and Lunar New Year in February, Michael Kors ran a series of ads featuring well-known Chinese actress, and Michael Kors Global Brand Ambassador, Yang Mi. The ads were targeted to users likely to be traveling to the US and Canada, using a powerful combination of demographic, environmental, keyword, behavioral, and interest- based targeting unique to the Tencent ecosystem.
The brand then followed up with a second series of ads targeted to Chinese tourists during their vacations in the US and Canada, directing them to nearby Michael Kors stores.
935% Higher ROAS than best industry case
330% Higher engagement rate than industry benchmark
Simon Malls, the largest owner of shopping malls in the United States with 200+ shopping destinations, placed a series of campaigns with the specific goal to reach Chinese travelers.
The ads placed utilized Tencent special targeting, reaching users who were most likely to travel to the USA and have previously traveled to the USA with shopping interest.
Cost per follower was 32 – 52% lower than industry standard
15% More efficient CPI than gaming industry benchmark
193M+ Identified size of optimized audience
2.8x Higher CTR than the industry benchmark
By leveraging Tencent’s all-in-one advertising solutions set, Zynga witnessed the following results after promoting CSR Racing 2.
Cirque du Soleil
As the largest theatrical producer in the world, Cirque du Soleil reinvents circus arts and continues to bring immersive live entertainment to global audiences. By partnering with Tencent IBG team, Cirque du Soleil successfully boosted its brand awareness among the local Chinese residents in the U.S. The campaign used Moments Video Ads with Canvas landing page to showcase Cirque du Soleil’s unique and eye- opening performance scenes. The ad engagement rate reached 9.24%, higher than industry benchmarks.
9.24% Ad Engagement Rate, higher than industry benchmarks