HomeSquare's annual grand sale targets Instagrammers with a photogenic campaign

As HomeSquare once again launches its annual summer sale, HK's furnishing focused shopping mall has on this occasion catered to social media by adopting a photogenic approach.

Taking place until 14 August at its Shatin location, "The Smartest Buy Ever" event is leveraging the prevalence of social media among the younger generation, by presenting furniture displays that make for sharable photos. An exhibition - created by Hong Kong-based designer Ken Lo - has been set up in the mall's atrium, showcasing furniture against photogenic backgrounds. The experiential marketing strategy is aimed at stimulating the desire of customers to purchase. In addition, HomeSquare has also invited influencers Jeffrey Fok and Sulin Ip from the Manner social channel to produce online videos and Facebook posts to further engagement.

"Social media plays a vital role in influencing the younger generation's spending habits," said Yoki Hui, assistant general manager - leasing of Sun Hung Kai Real Estate Agency.

As well as online channels, the shopping mall will be making use of OOH for the campaign, including ads on the exteriors of buses, minibus, taxis, and trains. As most new estate developments - and by extension future furniture buyers - in 2019 are located within the New Territories, in sites such as Yuen Long and Tseung Kwan O, Hui said they would spend more on OOH resources in these districts.

Hui commented on the outlook for HomeSquare's summer saying, “The number of participating stores, along with our investment, [is at] peak this year. It’s expected that the footfall of this year’s event will reach 1.65 million, up by 10% compared to last year. Meanwhile, we predict that the revenue will increase by 11% to reach HK$310 million."