To celebrate its latest lipstick, the KissKiss Matte collection, Guerlain partnered with a major player in duty-free shopping, Sunrise Duty-Free, to create a WeChat game. Within 10 days of its launch, the campaign attracted 18,582 page views and 10,000 players.
Bonhomme says, “a standard post is not enough anymore. Guerlain’s gamification campaign engaged their customers in unique ways. The original Tetris mini program raised awareness among the targeted group about the newly released collection and generated engagement.”