Reebok unveils ‘Lee Hyori padding’ online open run
Lotte On’s ‘Brand Fantasy’ event sales increase by 40%
“Top stars of all generations… “10 years gap is colorless”
[사진 출처 = LF 리복]
Hyori Lee, who returned to the advertising industry after 10 years, is showing off her well-being with a charm that is both friendly and glamorous.
In particular, everyone in the distribution industry is aiming for the ‘Lee Hyo-ri effect’, and in fact, Reebok and Lotte On are said to be benefiting greatly and increasing advertising effectiveness.
According to the industry on the 2nd, after LF’s sports brand Reebok released Hyori Lee’s teaser pictorial video on the 13th of last month, the number of new members in its online store increased 1.5 times compared to the previous week in the week.
At 10 a.m. on the 26th of last month, the online store unveiled its flagship new product, ‘Pump Padding,’ also known as ‘Lee Hyori Padding.’
On the day this product was released, 13,000 concurrent users flocked to the online store, and as the number of users soared, the waiting list at one point in the afternoon exceeded 800 people. A so-called ‘online open run’ took place.
Currently, pump padding sales account for more than 60% of Reebok’s entire padding collection sales.
LF explains that the sales speed will accelerate from this month when the cold weather begins in earnest.
Last weekend, the search volume for the keyword ‘Reebok padding’ on portal sites also increased 10 times compared to the previous year.
An LF official said, “Thousands of customers have applied for product stock notifications for pump padding even before launch,” and added, “Currently, supplies, especially the black color, are being sold out quickly.”
Reebok is not the only one who has enjoyed the ‘Hyori Lee effect’. Lotte Shopping’s e-commerce platform Lotte On is conducting a ‘Shopping Fantasy’ advertising campaign with Lee Hyori.
The full advertisement video attracted a lot of attention, exceeding 3 million views within two weeks of its release, and the amount of mentions of Lotte On online, including through portals and SNS, doubled compared to before the advertisement was run.
In addition, the ‘Brand Fantasy’ discount event held in conjunction with Lee Hyo-ri’s advertisement saw sales increase by 40% from the 16th to the 22nd of last month compared to the same period last year. The number of app visitors and buyers also increased by double digits.
The number of customers visiting specialty stores, which is Lotte On’s core service, also increased. In the first week of the event, sales of On and the Beauty and On and the Fashion grew by 30% and 50%, respectively, compared to the previous year.
During the same period, the number of new subscribers to the specialty club integrated membership On and the Club increased more than eight times compared to the previous year.
An industry official said, “Hyori Lee, who encompasses all generations, is a top star with a friendly and easy-going image as well as a glamorous and ‘hip’ feel,” and added, “As soon as she returned to the advertising industry, her influence was so great that her 10-year absence was insignificant.”
2023-11-03 12:26:45
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