Objective

1. To strengthen DFS’ image as a diversified global luxury travel retailer and achieve a global fan base

2. Increase brand awareness and brand recognition across all platforms (Facebook & Instagram)

Strategy

1. Building on from previous practices, a new set of digital strategies was implemented. This consisted of smaller goals, all of which aimed to create a globalised and sophisticated brand image. e.g Shifted away from the use of bilingual posts to solely English, in order to streamline content for a growing international audience)

2. Posting directions (content and visual wise) were also localised to meet and blend into the culture of particular regions

3. Depending on the content, execution methods were also altered to ensure that the key messages of each post were delivered to the relevant target audience effectively and efficiently. e.g. Instead of publishing both globalised and localised content, only globalised content was published to DFS' platforms, whilst localised content (promotional/ event-based content for specific regions) was spread through different formats (e.g. dark post/ story format)

Results

1. Obtained a significantly larger and diversified fan base through the expansion of target audience (covering regions including Singapore, US, Australia, New Zealand etc.,)

2. Constructed a solid foundation that creates not only the image of a globalised brand, but also an image of DFS as an all-encompassing professional service that can advise customers on available products. Be it consumables or luxury goods, customers are guaranteed a smoother journey through DFS.