In July 2023, to promote two Gucci travel retail exclusive sunglasses collections, we partnered with six influencers across travel, lifestyle, and fashion verticals under the campaign theme “Summer in Style.” Based on different travel needs and product aesthetics, we developed three content-driven scenarios — “Street Snap,” “Outdoor Escape,” and “Vacation Mode” — to drive product seeding and traffic to Kering Eyewear’s Hainan duty-free boutiques, where consumers were invited to explore personalized services and experiences.

Soft seeding to drive purchase intent

By naturally integrating the products into real vacation and urban travel experiences, the KOL content highlighted both the fashion appeal and functionality of the sunglasses while minimizing overt advertising cues and enhancing content credibility.

Multi-destination traffic conversion

Through keywords such as “vacation” and “travel essentials,” the content strategically tied the products to outdoor and travel-related occasions while connected with duty-free boutiques across Hainan, Macau, and Hong Kong to reach travelers across multiple destination markets and drive offline conversion opportunities.

Hybrid collaboration to maximize ROI

By adopting a mixed model of paid partnerships and product-exchange collaborations, the campaign maximized budget efficiency while leveraging each influencer’s niche audience to achieve deeper market penetration among target groups.