Challenge:

Tom Ford wanted to market its new decadent Soleil collection with  its Endless Summer Campaign launched in the Europe, Middle East, and Africa (EMA) region among Chinese travelers.

Tom Ford needs to identify an effective tactics to stand out in the saturated Chinese media landscape

Strategy:

Leveraged existing Tom Ford video assets for an HTML5 game that encouraged users to create their own signature Tom Ford video and share to their social network.

Selected the Chinese Travel App Mafengwo, which is popular among Tom Ford’s target audience.

Placed banner ads targeting Chinese travelers planning their vacations in the EMA region.

The landing page can be directed to the product information page or the uk.worlddutyfree.com for reserve & pick at Heathrow Airport, generating orders directly.