How do brands truly come alive?
If this is the question you’re asking, then you should be looking to the benefits of experiential marketing for answers!
Experiential marketing is that innovative strategy that has the power to breathe life into your brand. All you have to do is create interactive and immersive experiences that leave customers little or no choice but to actively join in.
The benefits of this strategy extend beyond traditional advertising methods. It provides a live, memorable experience that impacts customers strongly. But does it guarantee customer loyalty and engagement?
In this post, we’ll find out as we explore Lancôme‘s recent Lunar New Year takeover in Hainan.
Lancôme’s immersive installation at The Cloudscape, a popular tourist attraction in Haikou, is a masterclass when it comes to how to captivate audiences and build brand loyalty. But was this a one-off success, or can similar strategies be replicated to build lasting customer connections for your business?
3 Reasons Why This Is a Surefire Strategy to Gain Loyalty
Let’s get into the key elements that made Lancôme’s Lunar New Year campaign a surefire strategy for gaining customer loyalty:
Interactive Experiences
What makes an experience immersive is how full-of-activity it is. This experience, for instance, wasn’t passive. Visitors could scan a QR code to unlock an augmented reality animation featuring the Loong dragon. This interactive element added a layer of fun and engagement.
Furthermore, it also ensured Lancôme was able to collect valuable customer data through the QR code scan.
So, you too can incorporate interactive features into your marketing strategy. This could be anything from contests and giveaways to polls and quizzes. By encouraging participation, you’ll create a more memorable experience and gain valuable insights into your customer base.
Strategic Timing
In everything, timing is always crucial. The takeover coincided perfectly with Hainan’s Lunar New Year festivities. This strategic timing ensured high foot traffic and capitalised on the cultural significance of the event.
When you align your marketing efforts with relevant holidays or cultural celebrations, you can take advantage of the excitement and emotions surrounding these occasions. This move also brings your brand closer to the people emotionally, which means more local customers.
So, do some research! Identify key dates and events that align with the preferences of your target audience and tailor your campaigns accordingly.
Gifting Focus
Sometimes, all you need to win some loyalty are gifts. This campaign cleverly highlighted the gifting appeal of Lancôme’s Génifique serum during the peak Lunar New Year gifting period. A vibrant red envelope-themed outpost showcased the product, making it a perfect choice for those seeking special gifts for loved ones.
Think about the gifting occasions relevant to your products or services. Highlight these occasions in your marketing materials and offer special gift packages or promotions.
In Conclusion
Lancôme’s Lunar New Year takeover demonstrates the power of experiential marketing to elevate customer loyalty. When you create a unique and engaging brand experience, you can forge deeper connections with your audience and build long-lasting relationships.
Ready to Captivate Your Audience?
At UCT (Asia), we specialize in crafting innovative marketing solutions that go beyond the ordinary. Let our team of experts help you develop a captivating campaign that resonates with your target audience and propels your business toward success. Contact us today and discover the power of transformative marketing strategies!
