by Davy Huang
About the ‘Walk Into’ series
The ‘Walk Into’ series campaigns are marketing campaigns launched by Azoya and retail partners to bridge the Chinese online consumers and international retailers. The campaign brings Chinese online influencers to visit the international retailers, and live-stream their experience and feeling to the Chinese netizens. Customers can see the retailers from the cameras of influencers, and watch the process how products being manufactured, stored, and shipped to China.
Azoya had organized ‘Walk Into’ trips for retailers from the United Kingdom, Germany, Australia, New Zealand and Japan. Retailers that participated the ‘Walk Into’ include Feelunique, one of the largest beauty retailers from UK; Bodyguard Apotheke, one of the biggest German to China cross-border sites; Sigma Healthcare, the largest pharmaceutical supplier in Australia. The campaigns had yielded both exposures and revenue for retailers and brands.
List of campaigns
Walk into ANZ
Walk into Germany
Walk into UK
Walk into Japan
‘Walk into ANZ’
The ANZ retailers is a group of our Australia and New Zealand retail partners of Azoya, who launched the campaign “Walk into ANZ Tour” with Azoya during 22-31 August in 2016. They are Pharmacy Online, Pharmacy 4 Less, Amcal, Kiwi Discovery, NetPharmacy and Pharmacy Direct. The campaign is co-branded with SMZDM, a famous shopping guide community in China.
Time: 2016 August 22nd to 31st
Participated retailers: Pharmacy Online, Pharmacy 4 Less, Amcal, Kiwi Discovery, NetPharmacy, Pharmacy Direct
· The campaign yielded 600,000 impressions with live streams
· 280,000 page views generated by one of the event recaps
· Over 20,000 impressions on Weibo
· 135% increase of GMV for Amcal compared to same period in July
· Sales during 21st to 31st comprise 60% in August
· Follow-up article after live stream received more than 800 inquiries and comments in a week
SENIMAR WITH AMCAL AND CANCER COUNCIL
SESSION WITH SWISSE
MEETING WITH PHARMACY ONLINE
CHINESE ONLINE INFLUENCERS LIVESTREAMING THEIR EXPERIENCE
[Power Retail] Chinese Influencers to Tour Aussie Healthcare Retailers
[Exporter Magazine] Chinese online shoppers ‘Walk into Australia and NZ’
Chinese online exposure screenshots
CAMPAIGN PAGE OF 'WALK INTO ANZ' ON SMZDM
SMZDM FEATURING 'WALK INTO ANZ' CAMPAIGN IN CAROUSEL
CHINESE DOMESTIC MEDIA FEATURING THE CAMPAIGN
Download the case study
‘Walk into Germany’
The ‘Walk into Germany’ campaign was launched in September 2017. A team made of Azoya, Chinese online influencer and 55Haitao visited Bodyguard Apotheke’s Pforzheim headquarter, and promoted the retailer to Chinese customers. The campaign was launched along with the 3rd anniversary of Bodyguard Apotheke’s Chinese site.
Time: September 11 to September 14
Participated retailers: Bodyguard Apotheke
· Over 10 million direct impression on various digital media.
· One of the brand promoted during the campaign recorded over 13 times increase of sales compared to previous month.
· 175% increase of order during livestream campaigns compared to daily average.
· UV to order conversion rate during the ‘Walk into Germany’ campaign was 660% compared to August 2017.
LIVE STREAMING CAMPAIGN OF KITTY WENNY
BODYGUARD APOTHEKE CEO SEBASTIAN KLAUS FEATURED DURING THE CAMPAIGN
ONLINE INFLUENCER KITTY WENNY VISITING WAREHOUSES OF BODYGUARD APOTHEKE
ONLINE INFLUENCER KITTY WENNY EXPERIENCING BODYGUARD APOTHEKE OFFLINE STORE
Chinse online exposure
‘WALK INTO GERMANY’ FEATURED ON 55HAITAO'S CAROUSEL
KITTY WENNY SHARING EXPERIENCE OF GERMAN TOUR
‘Walk into UK’
The ‘Walk into UK’ campaign is a marketing campaign co-branded between Azoya and Feelunique. Feelunique is one of the largest online beauty retailers in Europe. The campaign invited 2 KOLs who have great influencing power in China’s online beauty community to visit Feelunique’s pop-up store and warehouse in UK in October 2017, during the 2nd anniversary of Feelunique’s CN site. The campaign yielded over 100 million exposures on various online channels in China.
Time: October 10th to 14th, 2018
Participated retailer: Feelunique
· Live-stream campaigns from October 10th to October 12th yielded over 120 million watches
· 170% increase in user visits to Feelunique CN site during live stream campaigns compared to the same period in the previous week
· 80% increase of order compared to 2016 anniversary
· Social media engagement spikes
AZOYA AND CHINESE ONLINE INFLUENCERS VISITED FEELUNIQUE POP-UP STORES
CHINESE ONLINE INFLUENCER INTRODUCING BRANDS TO CHINESE CUSTOMERS DURING LIVE-STREAM
CHINESE ONLINE INFLUENCER INTRODUCING NYX PRODUCTS TO CHINESE CUSTOMERS
[Retail Times] Online beauty retailer, Feelunique, to accelerate growth in Asia-Pacific
Walk into Japan
'Walk into Japan' campaign was launched during Matsuya Chinese online store's Double 12 promotion campaign. An online influencer, Lian Tai Tai was invited by Azoya and Matsuya to visit Matsuya Ginza, and local Japanese brand stores. Lian Tai Tai, along with Azoya crew experienced the department store, and the services offered to Chinese tourists. The campaign successfully introduced Matsuya Ginza and their Chinese online store to many quality-driven Chinese online consumers.
Time: December 8th to 12th
Participated retailer: Matsuya
Over 10 million views during one single live-stream campaign
Dozens high-end lipsticks sold during one single live-stream campaign
15 times increased of user visite to Chinese site compared to daily average before the campaign
[The Japan Times] Cosmetics influencer demonstrates clout of Chinese social media
[NNA Asia] 日中で近づく若者の価値観 中国の蓮太太さん、ファン２百万人