In honor of 11.11, Farfetch launched a highly shareable WeChat campaign inviting shoppers to test their brand knowledge for a chance to with a coveted Chloe bag or Farfetch voucher.
Tapping into the current gaming craze, the trivia-style campaign required users to fill in the blanks to find the brand name. The more names they correctly guessed, the more points they earned. To increase the virality, users could also earn more points by sharing the game with their friends.
The Singles Day campaign was a major success, with posts garnering a combined page view, three times greater than the total page views of the entire previous month and engaging a significant portion of the account followers.