How Helena Rubinstein used Red Packet fine dining experiences to drive Facebook referrals
Client
Helena Rubinstein is a highend beauty brand under L’Oréal Luxe – L’Oréal Group.
Background
When Helena Rubinstein approached us, they were soon to launch a new campaign for its Powercell skincare product titled “Ignite the power in life with a comfort moment”. This campaign combined a series of luxurious lifestyle experiences and invited key influencers such as former TV host, Alison Chiu, to promote its Powercell skincare product. Through this campaign, Helena Rubinstein wanted to:
– Promote the highend and luxurious image of its brand
– Reward its users with prestigious gifts
– Receive feedback and testimonials from its users
– Create buzz and generate referrals from users
Solutions
Helena Rubinstein were interested in our unique range of lifestyle experience gifts as they were looking for high-end and prestige dining experience as one of their rewards in the campaign. In the Gourmet category of our portfolio, we offered over 45 food related experiences for Helena Rubinstein to choose from. We selected the most luxurious experiences that would fit Helena Rubinstein’s brand requirements and arranged site visits at the selected restaurants.
In the end, a Red Packet fine dining experience Italian and Japanese Cuisine Dinner for Two at Aqua was chosen by Helena Rubinstein to be one of their reward options. To support their campaign, we facilitated a photoshoot with Helena Rubinstein’s products and with their celebrity, Alison Chiu, at Aqua.
Their campaign was simple and fun, users were rewarded with an Aqua fine dining experience after just a few simple steps! Users were encouraged to ‘Like’ Helena Rubinstein’s Facebook page, fill in a user testimonial questionnaire and share it with their friends. Users were able to see their referral points on Helena Rubinstein’s website during the campaign period and compete with other users. The top 50 users who achieved the most referrals were eligible to win the Red Packet Italian and Japanese Cuisine Dinner for Two at Aqua!
We created a branded experience redemption letter for Helena Rubinstein. Winners received the redemption letters with a Red Packet Gift Card attached. To redeem their fine dining experience, all they had to do was to call Aqua to make a reservation by quoting the card serial no. and bring along the Red Packet Gift Card with them on the day to enjoy their unforgettable experience!
The campaign was launched in July 2015 and was limited to 1month. All 50 gifts were distributed in 1month time and the winners were all very impressed by their fine dining experience gift. It took us less than 1 month time to plan and execute this campaign from start to finish and it was a pleasure working with the Helena Rubinstein team!
For more information about how Spoilt Corporate Services can match with your Social Media Marketing programs, contact one of our enthusiastic team members here!
