YSL Beauty

To drive in-store traffic and expand the YSL Beauty counter customer list at the Hudson's Bay location in Richmond, BC.

Original organic editorial content posted onto the Hudson's Bay Richmond WeChat official account, which was then shared organically using their beauty sales team and our internal team to various WeChat private groups. No paid advertising was used. The draw of the article was that if readers shared the WeChat article link to their own WeChat Moments newsfeed, they would be qualified to receive a deluxe sample of the new mascara. This drove the organic sharing of the article.

On event day, over 300 new accounts were opened in one day from users redeeming the exclusive gift.