Furla’s ‘Perfect Match’ contest called on its fans around the globe to send in photos of themselves showing off their Furla style. Participants would be asked to upload a selfie onto social media, share the photo with their friends and then get those friends to vote.
The contest required the user to show off their entire outfit in the selfie, to showcase how well it would pair with a Furla handbag and 10 participants would have the opportunity to win a Metropolis bag. At the end of the campaign, China managed to rank sixth globally in the number of submissions to the contest thanks to the company’s digital presence on WeChat and Weibo
China’s ranking in the global ‘Perfect Match’ campaign was not a surprise however as over the past five years, Furla’s growth in China has been especially significant — ranking fourth worldwide in traffic to the handbag brand’s website.
“Because the user habits changed in recent years on Weibo, we treat it as a branding platform with active engagement,” said Furla CEO Eraldo Poletto. “For WeChat, however, it is no longer just a social media platform, but a personal engagement platform. Now we are more focused on not only creating content, but also developing Customer Relationship Management to enhance the shopping experience of Furla customers.”
Source: Jing Daily