Humanising Retail: How Bing Lee Outperformed Brand Ads by 137%
- Apr 19
- 2 min read
Updated: 1 day ago
In the competitive electronics and home appliance sector, price-driven advertising is a "race to the bottom." Looksee was tasked with a 12-month program to shift the narrative for Bing Lee, focusing on the expertise and ease of their in-store and online shopping experiences.
By leveraging a mix of paid and contra creators, we proved that human-led storytelling is the most effective way to drive digital traffic to a legacy retailer.
The Challenge: Bridging the Gap Between Digital & Physical
Bing Lee needed to maintain a constant presence during the year's high-stakes shopping peaks (Black Friday, Boxing Day, Mother's Day etc.). The goal was twofold: drive foot traffic to physical local stores and generate high intent clicks to their e-commerce platform.
The Strategy: The "Local Expert" Approach
We implemented a 12-month program divided into five tactical campaign bursts.
The In-Store Experience: We sent influencers into their local Bing Lee stores to document the "customer journey." By showcasing real interactions with staff and the "touch and feel" of the products, we demystified the shopping experience and built local trust.
The Hybrid Roster: We utilised a balanced mix of 35 creators, ranging from high reach paid partners for mass awareness to contra creators who provided authentic, high volume social proof.
Tactical Precision: Each campaign was timed to align with key shopping moments, ensuring Bing Lee was top-of-mind when consumers were ready to pull the trigger on high value purchases.
The Technical Insight: Creators vs. Brand Creative
The most significant breakthrough came from our paid amplification strategy. We took the raw, authentic content created by our influencers and boosted it as Paid Ad Creative across Meta.
The Result: The influencer-led content achieved a 137% stronger Click-Through Rate (CTR) than Bing Lee’s own branded creative assets. This proved that customers are significantly more likely to engage with a "recommendation" from a person than a "promotion" from a logo.
The Results: 12 Months of Omnichannel Impact
Scale: 35 Creators across 5 Tactical Sprints.
Engagement: 674K Total Engagements and 3.3M Video Views.
Conversion Intent: 33.8K Direct Website Clicks.
Efficiency: 137% higher CTR compared to standard brand ads.
The Looksee Difference: We didn't just buy posts; we created a high performing content engine. By treating influencer content as the primary "hook" for paid media, we lowered acquisition costs and brought the Bing Lee brand to life in a way that traditional catalogs never could.
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