On April 25, 2014, the fifth “Golden Mouse” Internet Marketing Competition concluded at the Beijing Wanda Sofitel Hotel. Known as the barometer of China’s internet marketing, this competition saw CAMEL骆驼 win the silver award in the E-commerce Marketing category for its “Camel Fierce – Conquering America” marketing campaign, drawing considerable attention for its achievements in the e-commerce industry.
“Either innovate, or perish.”
Key sales periods such as “Golden September and Silver October,” “Double Eleven,” and “Double Twelve” are crucial for businesses to seize market share. In the digital age, innovation is key to ensuring that a brand’s voice isn’t drowned out by the overwhelming noise of promotional offers, and that consumers actually remember it.
In September 2013, six stores under the CAMEL骆驼 brand jointly launched the “Camel Fierce – Conquering America” campaign, combining store promotions with game-based marketing. The campaign integrated the brand’s outdoor philosophy into interactive games and fun topics, encouraging people to dare to step out and measure their dreams by foot. Consumers could experience the thrill of the outdoors virtually through interactive games and win attractive prizes. This innovative interactive approach earned unanimous recognition from the judges and ultimately stood out to win the award.
In the Golden Mouse Award analysis of this case, CAMEL骆驼 achieved several industry firsts:
It was the first to make brand engagement a key component of an interactive campaign, successfully dominating the gateway of PC-based precision marketing;
It was the first to embed the microTaobao (Weitao) follow feature within an interactive campaign, pioneering the era of wireless interactive marketing for merchants;
It was the first to enable dual-screen interaction between mobile and PC platforms, thereby cultivating users’ habits of freely switching between PC and wireless devices. This greatly boosted mobile store traffic, user growth, and sales.
CAMEL骆驼’s six stores gained over 1.3 million new favorites
The interactive game attracted nearly 1.06 million participants. The campaign directly generated over 390,000 brand followers, more than 680,000 microTaobao followers, over 1.3 million favorites, more than 1.6 million online word-of-mouth shares, and exposure for related topics reached up to 90 million times. Ultimately, it contributed to CAMEL骆驼’s outstanding performance on Double Eleven, securing the top spot among all online clothing brands and first place in three product categories, achieving a perfect three-in-one boost in “sales, membership, and brand.”
During the campaign, the number of followers of CAMEL骆驼’s clothing flagship store increased from 2.06 million to 2.45 million
In 2013, CAMEL骆驼 achieved notable success on both the brand development and product innovation fronts, earning recognition and acclaim from the outdoor and marketing communities. At this Golden Mouse competition, CAMEL骆驼 effectively demonstrated innovative concepts in e-commerce marketing. We look forward to seeing even more innovative marketing cases emerge in the e-commerce industry.