case studies.

SUCCESS STORY: PR DRIVES DOWNLOADS FOR CAROUSELL

Carousell is a mobile classifieds app that makes selling as easy as taking a photo, buying as simple as chatting. Carousell began in Singapore and has spread to 13 cities around the world. With over 35 million listings, we are one of the world’s largest and fastest growing marketplaces.

THE TASK:

Officially launch Carousell in HK, driving app downloads.

THE IDEA:

Some online marketplaces were already established in Hong Kong. We knew, to get Carousell noticed, we needed to capture the attention of the smartphone generation. PLUG took Carousell to HK shoppers, both online and offline, through a series of interactive activations that made marketplace shopping more personal.

PLUG IN ACTION:

PLUG created a three-day street stunt, Carousell Mobile Marketplace where consumers could interact in person with Carousellers and their products. A chance to win on the lucky wheel encouraged these shoppers to download the app. The official launch continued online where PLUG drove a media relations campaign led by fun facts, infographics and interviews. We collaborated with media platform 100Most, famous illustrator Plastic Thing and four lifestyle influencers to rollout a series of contests and fun content with a focus on driving downloads.

THE RESULTS:

Just two weeks into the official launch campaign, Carousell was ranked #1 free app on Google Play, and a top 5 shopping free app on App Store. The Mobile Marketplace event alone drove 1,000 downloads on-site; the online content created by influencers and media reached over 790,000 people. PLUG secured 12 executive interviews and generated media coverage with a PR value of over HK$4million.

COVERAGE HIGHLIGHTS: (click to download PDF)

Illustration Instgram post Fashion Bloomberg HK Media