Dairy Farm Group’s yuu Rewards Club launch campaign redefines digital customer engagement with seamless O2O brand experience

Dairy Farm Group won six awards at Marketing-Interactive's MARKies Awards 2021. The yuu Rewards Club launch campaign has not only successfully engaged customers, but also won two gold and four silver awards.

Retail giant Dairy Farm Group has always been keen to introduce new initiatives that offer customers better value for their daily spending especially during difficult times, as there is an urgent need to help customers make the best out of their purchases.

The company was aimed at launching Hong Kong’s biggest rewards club in this campaign. With a network of over 2,500 shops, restaurants and convenience stores offering groceries, health and beauty products, and home furnishing items, the retail network closely connects with Hongkongers’ daily lives and covers their needs through one simple yet easy-to-use mobile app.

A clear value proposition was created – customers can automatically earn one point after spending HK$1 across all stores within the network. In return, they can redeem rewards after earning enough points from their preferred brands. To speed up the points earning process, customers can use Hang Sang Bank's enJoy Card to earn up to quadruple points.

Signing up to the yuu Rewards Club app is free and users can earn points and redeem rewards at any yuu Partner brands at any time, apart from existing offers or promotions from the partner brands. The brand promise of yuu Rewards Club "More Places. More Rewards. Faster" was the basis of all communications. The proposition was extensively researched before the launch and Dairy Farm Group knew there was significant demand from customers for what the brand was about to launch.

It has also transformed the way that how Dairy Farm Group engaged with customers. Instead of traditional offers and promotions run by individual brands at the stores, customers can now easily access all offers in a mobile app and enjoy the benefits of accumulating points across all brands and stores.

The rewards club has also enabled the company to have a consumer perspective and curate offers based on customers' preferences, offering greater convenience and matching their spending habits.

The campaign was launched across online channels and all stores within Dairy Farm Group's network, creating a unique brand experience that covers most parts of Hong Kong. The famous yet popular yuu Rewards Club theme song, performed by singers and father-and-son duo George Lam and Alex Lam, was an arrangement of Billy Joel’s classic Uptown Girl. With extensive use across the stores, the theme song was instrumental in creating a unique brand proposition that successfully engaged millions of customers in the city.

The campaign achieved huge success. yuu Rewards Club acquired over two million members in just four weeks and became the top downloaded free app on both App Store and Google Play Store.

This article is sponsored by M&C Saatchi.