Driving Online-to-Offline Retail Impact with Baidu Maps: Luk Fook Jewellery Showcase

As Chinese outbound travel continues to rebound, brands are increasingly challenged to connect with travelers not just before departure, but during their journeys. For Chinese outbound travelers, mobile navigation platforms have become indispensable tools for discovering nearby shopping destinations, making Baidu a critical channel for real-time engagement overseas.

Recognizing this shift, iClick partnered with a luxury brand to launch a Baidu Maps campaign during the National Day Golden Week, demonstrating how location intelligence can turn digital exposure into immediate offline conversion in the highly competitive markets of Hong Kong and Macau.

 

Campaign Overview: Convert Real-Time Location Data into Store Footfall

The campaign was designed to capitalize on a key behavioral insight: Chinese outbound travelers rely heavily on Baidu Maps upon arriving at their destination. iClick and the brand specifically prioritized on-the-ground activation, targeting tourists who were already in a “spending mindset”, navigating Hong Kong and Macau, and actively searching for places to visit, dine, or shop.

Campaign Period: 9 days during the Golden Week peak in 2025.

Target Audience: Mainland Chinese tourists physically located in Hong Kong or Macau, who are,

• • Actively using Baidu Maps for navigation and nearby searches

• • In a travel-spending mindset with a strong interest in luxury goods

• • Highly responsive to instant promotions and on-the-spot incentives

 

Strategy and Execution: A Frictionless O2O Conversion Loop

1. Real-Time Geo-Targeting via Baidu

The campaign leveraged Baidu Maps’ real-time location triggering capabilities. Once a user entered Hong Kong or Macau and opened the app, the brand’s promotional message was pushed instantly to capture attention at the exact moment of purchase consideration.

 

2. Visual Storytelling and Engagement 

 

3. Closed-Loop Conversion Design

 

Results: Millions of Impressions in 10 Days

The campaign’s success validated Baidu Maps as a high-performance channel for cross-border retail:

• • Total Exposure: Millions of impressions, delivering high-frequency exposure among in-region Chinese outbound travelers during one of the busiest travel seasons.

• • Efficiency: The "Screenshot" mechanic removed technical barriers, allowing rapid conversion during the busy Golden Week window.

• •  Validation:  Proved that Baidu Maps’ location marketing effectively bridging digital discovery and offline conversion through precision targeting and real-time relevance. It is an effective way to intercept travelers mid-journey.

 

Capture the Power of Baidu Maps with iClick

Looking to engage high intent pre-trip and in-trip Chinese outbound travelers?
Connect with iClick to discover how Baidu-powered location marketing can drive measurable offline growth across key travel destinations.

 

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