Mr So and Mrs Go

Twice a year, Sogo, Hong Kong’s leading department store chain, welcomes huge crowds for Thankful Week. This popular event is a long-standing tradition with SOGO’s primary consumer group, aged 40 plus. SOGO wanted to inject new life into its marketing and attract a younger, tech-savvy demographic. RFI Asia knew that Thankful Week saw a lot of shoppers on the lookout for gifts for their loved ones. We developed a simple strategy to provide advice and guidance, via social media, to help shoppers find their ideal gifts. Two cartoon personalities, Mr. So and Mrs. Go, full of bright ideas on how to score a bargain and find a great gift, were created to share shopping tips and recommendations on behalf of SOGO. A social media campaign was built around the seven personalities already featured on the SOGO Essentials blog (Design Creative, Homebody, Gym Rat, Fashionista, Wanderluster, Cool Mom, Hipster Foodie). Each personality had a humorous assessment of why shopping for a friend in this category was challenging. These assessments and gift suggestions were shared by Mr. So and Mrs. Go in Facebook posts. The successful campaign put a fresh and light-hearted new spin on the tradition of Thankful Week. Engagement increased from 5% to 38.39%, 5158 engagements per post, 1481 engaged users per post and 4231 new fans. The client loved the creation of Mr. So and Mrs. Go and will feature them in future SOGO campaigns.