Zha Huo Dian Promo, Case study THE MOST LIKED PROVISION SHOP by Mirum Singapore

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THE MOST LIKED PROVISION SHOP

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Industry Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market Singapore
Agency Mirum Singapore
Executive Creative Director Valerie Cheng
Art Director Alan Leong, Celeste Ang
Copywriter Clarence Chiew
Designer Wang Yuhui, Follen See
Released April 2011

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: ZHA HUO DIAN
Product/Service: RETAIL
Agency: JWT/XM SINGAPORE
Date of First Appearance: Apr 30 2011
Entrant Company: JWT/XM SINGAPORE, SINGAPORE
Entry URL: http://www.agency-showcase.com/zha-huo-dian/
Executive Creative Director: Valerie Cheng (JWT/XM)
Associate Creative Director: Alan Leong (JWT/XM)
Art Director: Alan Leong (JWT/XM)
Associate Creative Director: Clarence Chiew (JWT/XM)
Copywriter: Clarence Chiew (JWT/XM)
Art Director: Celeste Ang (JWT/XM)
Designer: Wang YuHui (JWT/XM)
Designer: Follen See (JWT/XM)
Rich Media Developer: Bagus Kuncoro (JWT/XM)
Media placement: Mobile, Website And Social - Internet - 30th April 2011

Insights, Strategy & the Idea
The Challenge
ZHA HUO DIAN (“The Provision Shop”) only stocks limited-edition, or one-of-a-kind products sourced from independent producers worldwide.

Faced with a problem universal to small-volume stores everywhere: the higher risks and costs associated of stocking something no one wants to buy.

How can you close the gap between what people want, and what you sell?

The Insight
As demonstrated by social media, people are more than willing to express and re-broadcast their love or more accurately, “like”, of something. Applied correctly, the little blue button can be more than just a social media whim, but the first step of an effective supply chain solution for store owners.

The Idea
Create the first online store that’s powered by social media – integrating Facebook’s “like” function to determine estimated demand for the product.

Resulting in a shop which sells not what we THINK people LIKE, but we KNOW what people LIKE.

Creative Execution
Creative Execution
First a mobile app was created for ZHA HUO DIAN’s owner, allowing him to use his iPhone to shoot and upload potential items for sale as he travels around the world to find interesting items for his shop.

Each photo of the item is then posted immediately to ZHA HUO DIAN’s Facebook page via this mobile application.

Items that are “liked” by its customers are immediately placed on the store website as potential items for sale. The number of LIKES also help the owner estimate how many pieces he should get of each item.

On the site, we also enable Facebook Connect, linking online shoppers to their Facebook calendar. It reminded them of impending birthdays and events that they may want to buy something for.

Results and Effectiveness
Results
As this idea has only been launched on 30 April, we are unable to provide latest results but clearly this has helped the owner of ZHA HUO DIAN create immediate demand for items he’s going to sell through instant Facebook broadcast but more importantly helped him minimize his loses by only selling the things people LIKE.

By combining the social media world with online shopping, we created an entirely new way for the customer to shop, while solving the age-old problem of finding the right balance between demand and supply.