La Perla
Establishing La Perla’s brand positioning ahead of Qixi campaign
Global leading luxury lingerie brand La Perla enlisted Hot Pot to create a blueprint for the China market. This addressed the size of the opportunity for the brand as well as localizing their new global brand proposition and setting out a clear roadmap for the next three years.
Key outputs:
3-year financial opportunity projection
TA definition
Localised brand proposition
Year-ahead marketing plan
During Qixi (China's key Valentine's Day), we saw an ideal opportunity for a campaign focused on introducing La Perla’s new brand proposition at scale, and connecting with new customers.
We worked with influencers in the market to create on-brand content as well as a renowned, luxury illustrator to help create additional assets that could be worked into online and offline initiatives. Our campaign ran across all key social and e-commerce touchpoints that drove key results including:
Like-for-like sales in China were 230% higher, compared to the same campaign period the previous year
more than 44M impressions
71% of sales value from newly recruited affluent younger customers.
