Lane Crawford - Love the Unknown

Mission

Acquire more followers for Lane Crawford official’s WeChat account through a viral SNS mechanic.

Concept

The Love the Unknown campaign is a survey based initiative that allows Lane Crawford to better understand what kind of traveler, their followers are.

The insights gleaned from the survey, in turn allow Lane Crawford to make the appropriate recommendations to followers on everything from travel apparel and accessories, through to actual destinations to visit.

User’s can also invite friends to take the survey, so they can check their travel compatability.

All survey participants are incentivised to share their phone numbers, through a lucky draw.

Results

An overwhelming response, with the number of consumers taking part in the campaign exceeding target by 20%.