TOMMY HILFIGER
X
GIGI HADIDWOMEN CAMAPAIGN
By Ogilvy Group
Aug. 2016TOMMY HILFIGER IN CHINA
GIGI HADID IN CHINA
MARKET & CONSUMERS IN CHINA
COMMUNICATION STRATEGY
CREATIVE IDEA
YOUR TEAM
WHY OGILVYOBJECTIVELeverage GIGI’s style to enrich the brand image of TH in China
Activate & excite Chinese audiences
Induce viewers to purchase22%45%12% AcademicModernAmerican Spirit of Adventure45% think TH represents the spirit of America and its adventurous outlook13%FashionableWhat do you think of TH’s brand image?TOMMY HILFIGER IN CHINA* source: Targets surveybase: China tracker sample(125)Youthful8%CONCLUSIONLeverage the adventurous spirit of TOMMY HILFIGER
to establish a bond with Chinese audience24%42%15%Young & fashionableHas her own styleFashionable, but no vivid individual styleMost think GIGI is fashionable but 42% think GIGI has no personal style. Maybe she needs a more vivid, individualized image19%Great bodyWhat do you think of GIGI Hadid?GIGI HADID IN CHINA* source: Targets surveybase: China tracker sample(125)10%44%28%Would love toWill follow related newsIt depends on the creative idea of the eventThe idea of the event is the most attractive for 44%,
and 10% would love to participate in the event
and the other 28% will follow the reports18%Not interestedIf GIGI HADID comes to China, would you like to participate in her event?GIGI HADID IN CHINA* source: Targets surveybase: China tracker sample(125)CONCLUSIONYoung generation in China has a certain awareness of GiGi
Despite this awareness, audience still expects a good presentationHowever, her personality and style are quite unclear
GiGi still falls in “content over awareness” category, sexy content & creativity is kingGIGI’S STYLE IS YOUNG & INNOVATIVE
WHY NOT…
LEVERAGE THIS ADVENTUROUS IMAGE TO ENRICH THE BRAND IMAGE OF TOMMY HILFIGER AND EXCITE THE CHINESE YOUNG GENERATION?!Dream of adventurous experiences
Fearless self expression
Embrace anything new and distinctive
Always follow the trendADVENTUROUS & HIGHLY SOCIALYOUNG CONSUMERS IN CHINASOCIAL MEDIA ENVIRONMENTThe social media landscape in China is constantly changing. WEIBO
the platform to deliver word-of-mouth influenceWECHAT
Remains one of the most active social platformsACTIVE INDEXACTIVE INDEXLIVE STREAMING APP
The fastest-growing social platformACTIVE INDEXWhy Live Streaming ?
Authenticity
Adventurous content
InteractivityLIVE STREAMING IN CHINATO LIVE STREAM IS TO EXPLORE AN ADVENTUROUS WORLD OUTSIDE ONE’S DAILY LIFE.LIVE STREAMING APP ANALYSISMEIPAIT-MALLCovers all T-mall users, has over 30 million active users.
Focuses solely on the conversion to sales.Famous for producing beautiful sharable content, which attracts a wide range of loyal female users who are young, trendy, and fashion-aware.YIZHIBOCo-founded by Weibo and Miaopai, is closely connected to Weibo platform.
Owns rich celebrity resources by consistently collaborating with celebrities.XIANDANJIAOne of the fastest growing live streaming platforms, owning over 6.5 million users
Owns 1 million daily active users
Over 2 million users have developed purchasing behavior on the app
Has developed the function of directing users to multiple e-commerce platforms
ILIVE STREAMING CASE STUDYACHIEVEMENTS
Over 5 million views during the broadcast
Over 10,000 lipsticks sold in 2 hours
Why SO EFFECTIVE?
Cooperates with both sales-based (Taobao) and content-based (Meipai and Panda TV) live streaming platform during the event
Leverages Angelababy’s incredible influence
Generates rich interesting content during celebrity’s interaction with the audience
The first to do an event broadcast with both celebrities and internet talents (Wanghong)ILIVE STREAMING CASE STUDYACHIEVEMENTS
Over 20 million views
Nearly 5,000 removers sold in two days
Why was it LESS EFFECTIVE?
Lack of leverage of sales-based live streaming platform, solely cooperates with 10 content-based platforms
The combination of celebrity and internet talents is no longer exciting to the audience
Aikelili’s limited influence
Lack of creative ideas and appealing interactive mechanismMISSION: TO CREATE EXCITEMENT AND ADVENTUROUS EXPERIENCE
Young generation in China has always been chasing adventurous experiences.
Live streaming is never the end, but the means for better bonding with customers.
Key to success is content full of excitement, interactivity, and adventurous experience.CONCLUSIONChina’s audience knows the adventurous American spirit of TH as a common core image Young generation has become the main consumption force
Live streaming is the hottest way to reach audiences
They are eager for new and fresh things Enhance the young and adventurous style of GIGI to enrich TH’s brand imageADVENTURE
PRESENTS THE SPIRIT OF TOMMY HILFIGER
SHOWCASES THE STYLE OF GIGI HADID
INSIPIRES THE YOUNG GENERATION OF CHINA
ADVENTUREISWhen west meets eastWhen New York meets ShanghaiWhen Tommy meets GiGi3 STORY LINES
1. ADVENTURE in NEW YORK
2. ADVENTURE in SHANGHAI
3. ADVENTURE in WORLDATTENTION to DESIRE to ACTIONInfluence of GIGI &
Local CelebritiesCustomer Engagement Sales SupportAttracts Public’s AttentionIncites Audiences’ DesireIncentives for SalesADVENTUREINNEW YORKThe Whole Adventure of NINI(TBC) in NEW YORKAdventure in NEW YORKAUG.25
GiGi’s Look book Preview
Which Look for the Show
SEPT.9 – 7AM
A Day with THE HILFIGERS
From Nobody to Somebody
Live Streaming of the Show
NINI Buy Collection for AudiencesSEPT.9 – 7PM
A Night with THE HILFIGERS
Friends Talk ShowAdventure in NEW YORK1. Launch the new lookbook on Tommy.com.cn on August 25th 2. Create excitement for NY Fashion Show :
Announce that Nini (TBC) will attend NY Fashion Show on WEIBO
Invite followers to vote for the most desirable look for Nini on WECHATNINI (TBC)Create Buzz on WeiboVote on WechatGet the chance to attend the show together with Nini, once your choice is adopted.LOOKBOOKAug.25 - Which Look for the ShowIdea
Create a day in celebration of Tommy by not only live streaming the NY show but also creating a China friendly evening event hosted by the hottest voices in fashion.7pm
A Night with the Hilfigers
12 hours later 5 of China’s hottest fashion KOL’s invite you to watch the recorded LiveStream with them, becoming part of the hottest fashion conversation in China.
Streaming Platform
TMALL (live buy)7am
A Morning with the Hilfigers
2 China Celebrity/KOL Live Stream the NY event and after party directly to China.
Streaming Platform
TMALL (live buy)Adventure in NEW YORKNi Ni picks up consumers in TH carnival and dress them with the new collection.
One of the Pop up stores serves as a temporary fitting room
Professional recording crew follows Ni Ni to live broadcast the adventure.
A Night & Day with HILFIGERS
From Nobody to Somebody , audiences are able to instantly buy the new collection on T-mall while watching fashion showAdventure in NEW YORKLive broadcasting
during the showNini orders special pieces for China market according to audiences’ requests at showWith ONE-CLICKViewers are able to instantly buy the new collection on T-mall while watching fashion showSee now, Buy now Shopping with NINIAdventure in New YorkLimited edition product only for New York fashion show ordersExclusive invitation to participate in GiGi’s SH PA & maybe selfies with GiGi when consumer purchases 5,000 RMBSee now, Buy nowA night with 5 of interesting characters as the hosts to watch the playback of NYFW
Fashion blogger
Top Model
Fashion designer
Stylist
PhotographerAdventure in NEW YORKA Night & Day with HILFIGERS
Friends Talk ShowWang XinGogoboiLi HuiXiao XiaoJiang SidaKOL RECOMMENDATIONSADVENTUREINSHANGHAIThe Whole Adventure of GIGI in ShanghaiAdventure in SHANGHAIEarly OCT
Create with GIGI & TOMMYOCT.14
Carnival of Adventure for GIGI
Consumers’ Fashion CarnivalLater OCT
LOOK BOOK +Create with GIGI & TOMMYAdventure in SHANGHAIIDEA
A quick & fun H5 experience that let’s you express your style with Gigi & Tommy.
Simply swipe through the China collection’s hottest items and share your style - you might even win it for free!IDEA
A quick & fun H5 experience that let’s you express your style with Gigi & Tommy.
Simply swipe through the China collection’s hottest items and share your style - you might even win it for free!IDEA
A quick & fun H5 experience that let’s you express your style with Gigi & Tommy.
Simply swipe through the China collection’s hottest items and share your style - you might even win it for free!Create with GIGI & TOMMYAdventure in SHANGHAIHOW
To enter, simply create your perfect Gigi & Tommy look through an interactive H5 and send it directly to Gigi.
On the 10/13 visit she will pick her 8 favorite fan looks during the live stream event, everyone selected will win that look via TMALL.The CREATE H5Clothing / Food / Housing / Transport
These four basis necessities of life are a traditional concept in China
and life is an adventure for everyone
We blend the concept of carnival and life for the whole campaign
to showcase funny and playful style of TH & GIGI CARNIVAL of ADVENTUREGIGI’S ADVENTURE IN SHANGHAIXLIVE STREAMINGGIGI & local celebrities complete the whole adventure on Chinese traditional rickshaws12:30 PM
Girls Fashion Talk @GIGI’s boudoir13:00 PM
When Fashion Meets Shanghai Snacks @Shanghai snack standCarnival of Adventure of GIGIAdventure in SHANGHAI住
Housing13:30 PM
Street Snap of an Adventure @MINI Carnival14:00 PM
GIGI Style for Everyone15:00 PM
Together join consumers’ fashion carnivalAdventure in SHANGHAIHOUSING:
Linda Picks Gigi up @ HotelXPrepare for PA at Hotel
Choose The Right Outfit for ShanghaiMeet with LindaLinda | Fashion Host
Weibo followers: 2mil
One of the most popular fashion hosts in China, Linda is a fashion icon for the young generation.Carnival of Adventure of GIGI
Girls’ Fashion Talk @ BoudoirAdventure in SHANGHAICUISINE:
Typical Streetfood @ Mini CarnivalXMeet with Nicholas Tse Or Zhang YixingTaste Traditional Shanghai Street Food
Cooked by Nicholas or Zhang YixingNicholas Tse| Actor
Weibo: N/A
Nicholas Tse is a Hong Kong actor. From 2014 on, Nicholas started his own outdoor food reality show Chief Nic. Zhang Yixing| Actor
Weibo: 17mil
Zhang Yixing is one of the most influential icons for the young generation. Carnival of Adventure of GIGI
When Fashion Meets Shanghai SnacksAdventure in SHANGHAITRANSPORTATION:
Find the hidden celebrity/KOL @ Mini Carnival
XMeet with Jiang Shuying & Li HuiWalk Through the Playground
Find the hidden celebrity/KOL Jiang Shuying | Actress
Weibo followers: 5mil
Educated at the University of East Anglia. She won Best Newcomer at the 8th Asian Film Awards in Macau in 2014. Recently she has risen to fame in the movie To Be A Better Man.Li Hui| Fashion Blogger
Weibo followers: 320k
As a former editor at Harper’s Bazaar China, Li Hui is now a well-known fashion blogger as well as stylist.Carnival of Adventure of GIGI
Street Snap for an AdventureAdventure in SHANGHAICLOTHING:
Gigi as a StylistStyling for Zhang Yixing, Nicholas, Linda, Jiang Shuying, and Li Hui
@ TH StoreThe fitting room will be set inside the TH store
Gigi acts as a stylist to help celebrities finish their outfitsOnline-celebrities (Wanghong) Live Broadcast at the storeCarnival of Adventure of GIGI
GIGI Style for EveryoneTo boost consumers’ desire, a special piece from the new collection will be used in each outfit while Gigi styling for four of the celebrities.Adventure in SHANGHAIGigi’s Public Appearance
to Local Fans at CarnivalConsumers’ Fashion Carnival: Selfie With GigiOnline-celebrities (Wanghong) Live BroadcastSelfies with GigiGIGI
Makes her public appearance to thank local fans;
Shares her new collection; Introduces her own outfit especially for SH
Introduces the outfits of Nicholas, Linda, Jiang Shuying, and Li Hui. GIGI & CONSUMERS
With the digital wall serving as the backdrop, consumers have the chance to do five shoots together with Gigi.
The images will be projected to the screen immediately.During the live broadcast, the audience can directly purchase anything from the collection in T-mall Shopping with GIGIAdventure in SHANGHAIINCENTIVES TO PURCHASEHourly Free Give Away
During live broadcasting, the first to buy the exact same outfit as Gigi or Chinese celebrities on T-mall will get it for free.
Exclusive Discounts Offered During Live Streaming
Exclusive and limited discounts will be offered during Gigi’s live broadcasting, the sooner consumers buy the new collection, the greater discount they can have
E.G. 25% off for 12:30-13:30, 15% off for 13:30-14:30, 10% off for 14:30-15:00Adventure in SHANGHAIConsumers’ Fashion Carnival Continues…Digital Wall at Carnival Continues to Present:
Gigi’s SH Adventure Highlights Recap
The New Collection & Product Detail
QR CODE linking to TMALL & TH.comMore digital panels will be displayed alongside the digital wall for more consumers to make purchases The Mini Carnival Playground Remains Open to The Public
Continuously driving attention & traffic towards brand & storeOnline-Celebrities (Wanghong) RECOMMENDATIONSMu Yalan
Online celebrity on Yi Zhibo,
Weibo followers: 3.2mil
Tong Zhuo
A-list star from Xiandanjia, attended PFW.Zhang Dayi
Online celebrity on Yi Zhibo,
Weibo followers: 4.4mil
Da Wang
TV host, actress, debater on Qipashuo. Live streams on Inke. Huang Yilin
Online celebrity on Yi Zhibo,
Weibo followers: 4.1mil
Even Better Than Being ThereAdding premium experience to premium contentInteractive Look Book PlusAdventure in SHANGHAIRecap GIGI’s adventure
in Shanghai
Selfies/Photos/GIFs/VideoLink to TMALL/TH.com
Customers can pre-order looks for a better deal to ensure they can purchase the products on 11th Nov.ADVENTUREINWORLDTH Single Day Special Adventure for CustomersAdventure in WORLDViral Video
Give Away the Adventurous Experience Consumers Exclusive Adventure in World
Live like GiGi for a dayViral Video:
Give Away the Adventurous ExperienceAdventure in WORLDRecap the tour of GIGI’s PA in 5 cities
Give away the adventurous fashion experience to audiences
No matter whether single or partnered, invite all the audience to relive the fashion days of GIGI in the 5 cities
Warm up the lucky draw of experience on Singles DayContent of the Video: Consumers’ Special Adventure in World
Live like GiGi for a dayAdventure in WORLDCustomers who purchase a total look of GIGI Collection on TMALL or TH.com on 11.11 could earn a chance for “Live like GiGi for a day” experience trip to New York, London, Tokyo, Berlin or Shanghai
Adventures of consumers could be recorded by TH team for further communications for 2016 holiday seasons or even teaser for GiGi’s collaboration in 2017CAMPAIGN RECAPAdventure in
NEW YORK 8.25
Look Book Preview9.9
NY Show10.14
SH PA11.11
Singles DayEngagement
Which Look for the ShowEngagement
7am:
From Nobody to Somebody/
Live Streaming of the Show
7pm:
Friends Talk ShowSales Support
Tmall/Tommy sales button/
Limited gift for NY show order/
Invitation for GiGi’s SH PAEngagement
Create with GIGI & TOMMY/
Carnival of Adventure of GIGI/
Consumers’ Fashion Carnival/
Interactive Look Book PlusSales Support
Tmall/Tommy sales button/
Hourly Free Give Away/
Exclusive Discounts OfferingEngagement
Viral Video:
Give Away the
Adventurous
ExperienceSales Support
Customers’ Special Adventure in WorldAdventure in
WORLDAdventure in
SHANGHAIONE CUSTOMER AGENCY“We believe in using data and creativity to inspire engaging personal experiences, that help our clients win more customers and make them more valuable.”FOR THE CONNECTED WORLDACTIVATIONOPTIMISATIONIntegrated CommunicationSeamless UXSocial CRM & MobilePerformance MediaMarketing Technology & PlatformsMarketing AutomationData Analytics & InsightsDashboard & ROIIntegrated OfferingsFashion, Luxury & Lifestyle ClientsCORE TEAMColleen CHENGOverall Management & QCJason CHEAHTaiyi WANGSandra LINSue YANCheng QIANMike ZHUSerena SHENAngela ZOUHanqing ZhaoDirector, Ogilvy Public Relations, BeijingHanqing Zhao joined Ogilvy Public Relations Worldwide as Consultant in Consumer Marketing Team in 2010.
She has 10 years experience in integrated marketing communications, including public relations, market strategic analysis, brand marketing, convergence marketing campaign planning and management.
Prior to joining Ogilvy, Hanqing worked 3 years at Across China Live Communications, leading FMCG service unit.
From 2006 to 2007, Hanqing was involved in Hyatt Global Management Development Program and worked at Atlanta USA
Hanqing holds degrees in Business Administration and French language and literature from University of Lausanne and Glion Institute of Higher Education in Switzerland, with excellent verbal and written skills in English and French while possessing knowledge in German.
Jason Cheah
Associate Creative Director
OgilvyOne Shanghai
A truly multidisciplinary creative with an eye for innovation, strategy and pixel perfection. Having worked across a range of clients, industries and countries (Nike, Samsung, IHG, Budweiser, VW, London, Korea and Shanghai to name a few) Jason posses a vast skill set with greatest expertise in the worlds of interaction design, UX, and engineering. This is supported by a diverse academic background having attained separate degrees in Design, Mechanical Engineering and Digital Arts, allowing deep engagement with a project from broad strokes conception to fine details execution.
Over the past 8 years, Jason has developed meaningful and award winning work in Advertising & Product/Service Design, constantly looking for new ways to connect with people and deliver the best possible creative for his clients.Taiyi WangSenior Planner, Ogilvy Public Relations, BeijingTaiyi Wang joined Ogilvy Public Relations Worldwide in 2011 as a freelancer on the Luxury Team. As a copywriter, he has served Tissot with the content of online promotion as the first client.
Taiyi Wang has the sense of copywriting to express messages in a emotional way, which helped him finish a great job.
Taiyi Wang is now working in the content team of Mercedes-Benz team.
Before joining Ogilvy, Taiyi Wang has assisted in TV shows and programs and worked as a script writer for CCTV and Hunan Satellite TV.
In 2011, Taiyi Wang participated in the producing of To Forgive, a movie which will be released in September, as a co-producer.
Taiyi Wang holds bachelor and master’s degrees in Movie Making/Producing and China’s Art History from the Central Academy of Drama. Tracy Wang
Tracy Wang joined Ogilvy Public Relations Worldwide in Consumer Marketing Team in 2011 and is now Senior Consultant for the Fashion & Luxury Team, where she works with clients such as Prada, Miu Miu, Mercedes-Benz.
She has more than 7 years experience of marketing and PR communications with expertise in communication strategy planning, media relationship maintenance, luxury brand PR event planning and management, retail communication, sponsorship consulting. Currently Tracy is in charge of Prada and Miu Miu.
Prior to joining Ogilvy, Tracy worked 3 years at Beijing Goldberg Marketing Consultancy Co.,Ltd.. Leading the luxury team and taking full responsibility of luxury brand PR event planning and management, like Chanel, Loewe and La prairie, etc.Senior Consultant , Ogilvy Public Relations, BeijingSerena Shen
Senior Account Manager
OgilvyOne Shanghai
Serena Shen joined OgilvyOne Shanghai in 2015 and has since built the H&M business into a successful digital & social best-practice case both for the category and within the network. Her expertise ranges from social content-led campaigns to digital creative-driven campaigns, as well has having extensive experience planning and executing social e-commerce activations. She also has social planning experience in beauty, luxury and fashion sectors.
Prior to OgilvyOne, she was leading PR events and media relations at Ogilvy Public Relations Shanghai from 2009 to 2011. Her key clients included adidas, Cisco, IKEA and Dumex.
In 2011, she joined the marketing department of LVMH, Luxury Cosmetic Brand - Guerlain, where she worked in product planning and brand communications. She was an integral member of the team who ran Guerlain's product-launch campaigns in China: Orchidée Impériale, Rogue Auto, and Super Aqua.
Serena has an M.B.A. In marketing from the University of Delaware, and also has accrued work experience in the U.S for three years during her studies there.
Mike Zhu
Head of eCommerce & Analytics
OgilvyOne Shanghai Mike Zhu leads the eCommerce and analytics functions within OgilivyOne China. He serves as the subject expert as the part of 360 offerings.
Mike joined OgilvyOne in September 2015. Prior that, Mike served as Head of Analytics at POSSIBLE. He started his career as a Marketing Strategist/Consumer Insight Analyst in U.S. He later moved to China to hold various positions at PHD Media and POSSIBLE.
Mike’s expertise is in eCommerce and Analytics. In addition, he has in-depth knowledge of search, online video, online user experience and consumer insights. Mike is inspired to integrate science into art of marketing and aims to perfect the brand story with data. He has experience in a ranges of industries – automobile, consumer packing goods, skincare, sporting goods. Angela Zou
Senior Ecommerce Consultant
OgilvyOne Shanghai
Recently, joined Ogilvy One as Ecommerce specialist.
In 2014, Angela Joined Carat as Ecommerce Manager to help carat build Ecommerce as new business. Spent majority time on the biggest ecommerce client Philips. Helped Philips reached No.1 on sales ranking of personal care appliance and No.2 of overall small domestic appliance during 2015 double 11. Cross managed over 6 categories as kitchen appliance, men’s grooming, home appliance, beauty, oral health care, floor care, etc. under Philips. Apart of Philips, she always worked with Acer, Avent, Lego, Mattel, etc.
In 2012, joined Unilever team by internal transfer. During the time she worked with Unilever home care category, mostly OMO and Zhonghua toothpaste. Help on media selection, budget allocation, execution management, campaign mechanism and consumer journey. Went though the digital media trends transformation from portal to social (weibo) to video (OTV) to RTB.
In 2011, started her marketing career in PHD Estee Lauder team as digital media planning. Worked with Bobbie brown, Clinique, La Mer.
Sue YanSenior Associate, Ogilvy Public Relations, BeijingSue joined Ogilvy Public Relations in 2015 as an Associate on the Fashion and Luxury Team.
In her current role, Sue is responsible for account service, media relations, and content creation as well as event management. The client she mainly serves for is Prada. Sue earned her MA in Media Culture from Maastricht University in the Netherlands. She received her BS in Sociology from Huazhong University of Science and Technology.
In 2013, she had her first internship in Conde Nast China. During her study in the Netherlands in 2015, she had her internship in FASHIONCLASH Foundation, working for the PR team.Colten Qian, he has one year experience in Ogilvy Public Relation Fashion & Luxury team. He work for Hermes and Swarovski.
Before he participated Ogilvy PR, he joined the fashion business department of Beijing Media Group, mainly in charge of maintaining the luxury brand clients and building the relationship between and Luxury brand. The clients included HERMES、A. Lange & Söhne、FENDI、Dolce&Gabbana、Yves Saint Laurent、GOYARD、Beijing SKP、TAI KOO LI.
He graduated from Beijing Dancing Academy in 2008, studied in Communication University of China for master degree from 2009 to 2012. His major focused on the TV Program Planning. Within those three years, he also had internship in BAZAAR magazine, Blue Focus Public Relation Media Group and CCTV Chanel 4. Through those experiences, he obtained valuable knowledge both in theory and in practice.
He got his second master degree from University of Leicester, UK, from 2012 to 2014. He majored in Media and Advertising. The topic of his dissertation was “How does the luxury brand use media to broadcast?” which examined the relationship between media and advertising through the western perspective.
Cheng QianSenior Associate, Ogilvy Public Relations, Beijing“Look for people who will aim for the remarkable, who will not settle for the routine.” — David Ogilvywho we are and what we offerQuick access to…Thousands of relevant media and influencer contactsExperience with your market and target audienceEasy and efficient activationOgilvy Group – Experts in Integrated Marketing CommunicationsOgilvy & Mather offers more services in more markets than any other agency. While we have a 360 degree services offering, we focus on the 10 degrees that matter to our clients because we know that our worldwide success centers around two main focus areas which are embedded in our DNA: Creativity and Effectiveness.
Pervasive Creativity: We are a content factory that utilizes a love of language and skilled story-telling to communicate clients’ core messages and overall value proposition in ways that connect with local and regional issues. We “make the truth fascinating” to audiences who are both skeptical of PR/marketing and who are becoming skilled and prolific in creating their own content.
Effectiveness: We don’t just provide our clients with ideas, we provide them with GREAT ideas that drive results. We are the most awarded network in effectiveness awards around the world. Leveraging our team of content and industry experts, Ogilvy has helped clients as disparate as Unilever, Canon and Telstra skill up local teams and agencies to drive more coverage, connections and conversations across the region.O&M uses the broadest array of tools and techniques to understand, develop and enhance the relationship between a consumer and a brand on both a local and global scale. Our offerings range from media relations, public affairs and crisis management to consumer marketing and luxury goods, to tech and emerging digital media. We develop and implement impactful one-to-one/digital marketing communication programs that help our clients build lasting relationships.We convert shoppers into buyers. Some ideas just get noticed but our ideas actually make people do things.Our integrated online and offline production house specializes in high-quality, fast-turn around, effectiveness, and one-stop solutions.We offer strategic marketing consultation by Japanese professionals. Providing clients with a full range of digital and direct media planning and buying, search marketing, research, analytics and emerging platform services.Using quantitative and qualitative studies, as well as ethnography, participant observation and semiotics to understand changes in consumer culture and the social context of consumption. The accelerator for local fashion brands, with a comprehensive understanding of international fashion style as well as the local markets and its consumers.Dedicated to providing solutions to mobile consumers – mobility marketing.
360 Degree Brand Stewardship
GLOBAL REACHNational & Global RecognitionTo support H&M’s annual ‘Loves Music’ Campaign.
HTML5 built on WeChat.
Users can select from a series DJ mixes, upload a photo and create a custom, animated album cover that blends their photo with patterns and graphics from the H&M collection.
The simple act of sharing delivers an invite to H&M Loves Music events while spreading the campaign across social.
A true 02020 campaign.Trans-creating content of greater local relevancy and resonance to grow H&M WeChat by million OF new followers in 12 months H5WECHAT ADONE2ONE PUSHContent Creation Creating O2O engagement to drive retail/eCommerce footfall from digital and social spaceCAREDATACOMMERCELOYALTYA SEIRES OF GAMIFIED WECHAT ENGAGEMENTS TO BOOST TRAFFIC AND TRANSACTIONS
FOR H&M E-COMMERCE STORESEngagement leads to Conversion Creating O2O engagement to drive retail/eCommerce footfall from digital and social spaceUSING DIGITALLY-LED, STORE BINDED (iBeacon) ENGAGEMENT, BROUGHT
A DIGITAL QUEUEING OF EXCLUSIVITY YET TRANSPARENCE TO THE ANNUAL H&M
X DESIGNER COLLABORATION SHOPPING EXPERIENCEO2O2O ExperienceBURBERRY 2014 FROM LONDON TO SHANGHAI
/ Reshaping Perception Challenge
To change the Chinese perception that Burberry is a conservative brand, and changing the perception that star-studded runway shows are just for the celebrities and VIPs.
Approach
Through a parallel social event experience, consumers globally could follow the journey from London to Shanghai before, during and after the event on Burberry social streams including Sina Weibo, Facebook, Twitter, Instagram, Vine, Google+ and WeChat with exclusive responsive content.
Burberry collaborated with mobile messaging platform WeChat to create a parallel event experience where before the event followers were able to interact with a series of London and Shanghai skylines by shaking, swiping or tapping their devices. After the event, interactive event panoramas could be brought to life using a newly developed tool allowing users to immerse themselves in dynamic, 360° views of the London and Shanghai set. The activity marked the second stage of the Burberry WeChat innovation partnership.
Impact
The partnership with WeChat allowed followers globally enhance their experience of the event through their mobile devices. Media and online activity around the event drove brand awareness and engagement both in the region and globally. This very first mobile ‘parallel social event” garnered over 7million of ad value, 40 micro-bloggers were engaged, 1.2 million viewerships on Youku solely on the event; and over 77,000 relevant mentions on Weibo. To sum it up, 1.7 billion impressions across the online portals. All in a night’s event. hear to seeAn 020 immersive experience where we bring to life the rich and diverse neighborhood stories of Hotel Indigo through sound and music.2016 MUSIC CAMPAIGNWe collaborate with 5 different local musicians to create music inspired by the neighborhood stories of the 5 GC HOTEL INDIGO citiesphase 1Listen to the sounds of the cityWeChat H5createSHAREABLE MUSIC BITES WITH SOUNDS OF LIJIANG.
DISCOVER STORIES.YOUR VERY OWN MUSIC CREATION INSPIRED BY NEIGHBORHOOD STORIES OF LIJIANG.shareFOLLOW OUR WECHAT AND WIN VIP INVITES TO MUSIC EVENTS AT HOTEL INDIGOIn-Hotel ExperienceReactive projections on hotel indigo neighborhood inspired art & decor.
physical interaction triggers sound, music & stories.
The hotel becomes a playable instrument.SMART: WECHAT FLASH SALES CAMPAIGN & SOCIAL CUSTOMER CARE
Increased positive world of mouth by developing a social care team that proactively reached out to consumer to
understand and resolve service issues. Managed hot topics, fun games and promotional activites (a flash sale
campaign on Wechat sold 388 Smart cars in just 3 minutes).
Won the GOLD LION at Cannes Lions Festival of Creativity 2015Business Counseling: BEIJING SKPNo.1 luxury shopping destination in China. Strategic partner for business consultation, including brand re-naming, renovation, skp outlet operation, marketing intelligence, resources networkingBusiness Counseling: JOHNNIE WALKER HOUSEStrategic partner to develop marketing plan including: brand positioning, TA analysis, marketing intelligence, and networking with art, fashion, entertainment, business industries, and influencersSponsorship Marketing: BMWBrioni – brand story telling Content Studio: BRIONIContent Studio: MARNIContent Studio: BURBERRYContent Studio: PRADAFashion Event: PRADAFirst fashion show outside of Milan: leading roll of working agencies, red carpet and
celebrity management, and VIP hospitality.
Fashion Event: HUGO BOSSFashion Event: GIORGIO ARMANIFashion Event: Hermès petit h ExhibitionPress Communications
Media invitation & Media Interview
Press material preparation & distribution
Logistics arrangement
Reception managementWe are playing a role as the leading agency for whole event, includes:Fashion Event: Hermès SALON DE MUSIQUEAs the only agency for the press meeting of Metropolitan Museum Costume Institute’s 2015 Spring Exhibition at Palace Museum:Media management
Press release
Celebrities & VIPs managementFashion Event: METROPOLITAIN MUSEUM OF ARTFashion Event: INTERNATIONAL FASHION WEEKSKnowledge of fashion week details to help brands deliver communication plans ahead of time.
Powerful client list to secure media’s participation and schedule to attend shows.
THANK YOU10th Aug., 2016
