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The Shilla Duty Free: How Video Advertising Played a Role in Gaining 50K Fans


The Shilla Duty Free Singapore reached 50k fans through video advertising and using Facebook video to share its corporate videos.

What is The Shilla Duty Free?

The Shilla Duty Free began its first shop in 1986. Since its opening, the company has established itself as Korea’s leading travel retailer. It has been known by international visitor as a retailer of trendy products and luxurious branded products with reasonable prizes. Its offered items include boutique items, cosmetics, fashion items, jewelleries, and watches, to name a few. The Shilla Duty Free takes pride as the first and only retail operator to open a boutique store for the brand Louis Vuitton.

Today, The Shilla Duty Free is operating in different areas around Korea – Seoul, Incheon International Airport, Gimpo International Airport, Jeju and Daegu International Airport. And overseas, it operates in Changi International Airport in Singapore.

The 50K Mark

Being the first in Singapore, The Shilla Duty Free Singapore established its brand online to invite people to visit and purchase its products at its Changi International Airport branch. Knowing that online marketing is a great way to establish connection with people, The Shilla Duty Free turned to social media. To do this, digital agency IH Digital designed an integrated digital marketing communications plan to best fit the brand and its target market in Singapore and visitors of Singapore. This integrated marketing plan includes social media plans on Facebook, WeChat and Weibo, a media strategy, live events updates with social video production, and offline event video coverage.

Below is an event video highlight of The Shilla Duty Free Singapore’s Grand Opening and SKII CC Cream Exclusive Launch at The Shilla Duty Free Changi Airport branch.

A #throwback to our Grand Opening last month, when we were joined by celebrities TVXQ and Angelababy! Thank you for your support thus far, and let’s raise a (Y) to bigger and better things to come 🙂

Posted by The Shilla Duty Free Singapore on Thursday, March 19, 2015

In as fast as 90 days, The Shilla Duty Free Singapore was able to achieve the 50,000 fan mark through the integrated marketing plan laid out by IH Digital. And today, its Facebook page holds 57,000,000 fans and counting! Thanks to the well-planned digital marketing integration through social, video advertising and digital media.

Is video advertising helping The Shilla Duty Free Singapore?

Video advertising is increasingly becoming a vital part of the social media and digital marketing. Definitely, it has contributed to the increased fan count of The Shilla Duty Free Singapore’s Facebook page. This simple video below for instance, is a mere suggestion that videos have worked utterly well in garnering social media user activities within the page, which eventually made waves around the social media to attract more followers. The Facebook video records 2,278 Likes and 13,295 views at the time of writing.

A walk-through of one of our stores. Spot some familiar brands you’re itching to snap up on your next trip out? 😉

Posted by The Shilla Duty Free Singapore on Sunday, February 22, 2015

The Shilla Duty Free Singapore is also actively sharing its video ads to feature its products as well as its corporate videos including event-focused video production, on-site event video coverage and other marketing video specials. Below is one of its micro videos developed by IH Digital:

View The Shilla Duty Free Singapore’s Facebook videos here.

Do you want your brand to get an edge on digital marketing through videos? There is always a great video advertising plan that is most suitable to your brand. Check out more of IH Digital’s video advertising and video production projects here.