Luxury flash sale site Glamour Sales needed a representative that would help to set it apart from some of the other highly competitive e-commerce companies in China. Snagging a top model is expensive, but Glamour Sales came up with an even better face for the brand—an adorable "spokesdog" that's been affectionately named "Glamdog."
To introduce Glamdog, Glamour Sales hosted a contest challenging people to glam up their pets and the prettiest pooches were invited to a runway show just for dogs. The pug also took over as the voice of all social channels and thanks to Glamdog, a friendly face was given to the brand, boosting traffic to the Glamour Sales website from four million to six million and as a result, sales jumped up by 47%.
Chic Brand Spokesdogs
Glamour Sales' 'Glamdog' Became the Friendly Face of the Luxury Brand
Trend Themes
1. Pet-friendly Marketing - Luxury e-commerce brands can increase customer engagement and sales by incorporating pets as brand ambassadors or including pet-related content in marketing materials.
2. Social Media Branding with Animals - Integrating animals into social media content allows brands to connect with consumers on a more emotional level, leading to increased engagement and brand loyalty.
3. Pet Fashion and Runway Shows - Organizing runway shows for pets and incorporating pet fashion into marketing campaigns can enhance brand image and increase brand visibility.
Industry Implications
1. Luxury E-commerce - Luxury e-commerce brands can use pet ambassadors as a way to differentiate themselves and appeal to animal-loving consumers.
2. Marketing and Advertising - Pet-friendly marketing can be a creative way to increase brand awareness and engagement, particularly on social media platforms.
3. Pet Industry - Organizing events like pet fashion shows can create new marketing opportunities for the pet industry and increase visibility for pet-related products.