2017 GAP PR Proposal By Weber Shandwick
June 2017Today’s Team JUANITA JU | IVY SHAO | ETHAN HWANG | JESSY LIUWEBER SHANDWICK3,500+ EMPLOYEES
OFFICES IN 127 CITIES ACROSS 81 MARKETS
60% OF CLIENT ENGAGEMENTS MULTI-MARKET
REPRESENT 52% OF FORTUNE 100
STAFF SPEAK 65 LANGUAGES
1,000+ INDUSTRY AWARDS IN OVER 10 YEARS
8 YEAR AVERAGE TENURE AMONG TOP 150 CLIENTSOVER 380 CONSULTANTS FROM 50 INDUSTRY EXPERT FIELDS, INCLUDING 100 DIGITAL EXPERTS
STABLE LEADERSHIP TEAM WITH AN AVERAGE TENURE OF OVER 10 YEARS
100 DIGITAL COMMUNICATION AND SOCIAL MEDIA EXPERTS
23 YEARS IN CHINA
WITH OFFICES IN BEIJING, SHANGHAI AND GUANGZHOU
FULL SERVICE MARKETING COMMUNICATIONS AGENCY, WITH UNIQUE MARKET OFFERINGS CHINA
FAST FACTSWe are the PR agency with the best market perception in China. ONE OF THE MOST AWARDED AGENCIES IN CHINA.
WITH 177 AWARDS WON IN THE PAST DECADE
Public Relations, Digital Communication, Marketing and Events.HOLMES REPORT
APAC CONSULTANCY OF THE YEAR2014PRWEEK
GLOBAL AGENCY
OF THE YEAR2015, 2016, 2017AWARDSWe have a proven track record in growing long-term partnerships with clients in fashion & LIFESTYLE industry.WEBER SHANDWICK
C3 SOLUTIONCONTENT. COMMUNITY. COMMERCE.
HELPING BRANDS THRIVE IN THE NEW ECOMMERCE LANDSCAPE
SYSTEMATIC APPROACH TO ONLINE SALES THAT IS SOCIAL, MOBILE & MEASURABLE
WEBER SHANDWICK
KLOUD NETWORKEMPOWERING BRANDS WITH MOST INFLUENTIAL KEY OPINION LEADERS (KOL)
INFLUENCER ENGAGEMENT STRATEGY
TREND SPOTTING RESEARCH
MANAGE EMERGING AND ESTABLISHED TALENT
DRIVE CREATIVE COLLABORATIONS
We have an arsenal of innovative tools and methodologies to address today’s most complex engagement challenges.KLOUDThe JourneyBRAND AUDIT
BRAND STRATEGY
CREATIVE IDEAS
BRAND CAMPAIGN
PR RETAINER
INFLUENCER ENGAGEMENT
SERVICE TEAM
APPENDIX
You BriefBuild and strengthen brand awareness
Build brand fashion credibility and elevate customer experience so as to enhance brand preference
Build WOM and further help drive sales
AUDIT
Where is GAP Now?AWARENESSSEARCH RATE IS relatively lowSOURCE: BAIDU INDEX
This, to some extant demonstrates brand exposure Baidu index shows the category search results of the last 90 days. The average search volume for Zara, H&M, and Uniqlo is between 8,000 – 8,300, but the average for GAP is only 3,301. Competitors like Zara and Uniqlo also create frequent spikes of buzz. BRAND PREFERENCE
WHY DO/DON’T PEOPLE PREFER GAPInfluencer auditWu Xin 吴昕He Jie 何洁Du Haitao 杜海涛Zhang Junning 张峻宁Ren Rongxuan任容萱Fu Ying 傅颖WE CONDUCTED AN INFLUENCER SURVEY AMONG SEVEN CELEBRITIES AND FOUR FASHION BLOGGERS:GogoboiDing Peitong丁沛桐Nikki NierDan DanLiu Xin 刘忻Influencer survey – Q1Do you know about GAP? If so, what is your impression of GAP?Influencers are fully aware of this brand, and interpret the brand as portraying:
Basic, Casual, Affordable, Comfortable, Easy to wear, American StyleInfluencer survey – Q2Do you like GAP? Have you ever bought GAP products? If so, what kind of products?Surveyed influencers show preference (but not strong) towards GAP, purchased products including: Jeans, Basics Ts, Hoodies, Kids’ GarmentsMedia surveyMedia survey – Q1Do you know about GAP? If so, what key word associations come to mind?All are familiar with the brand, with the most frequent associations including:
Leisure, American Style, Comfort, Fast Fashion, Young, and Denim…Media survey – Q2Do you like GAP? Have you ever bought GAP products? If so, what kind of products?For the most part, surveyed editors like GAP, also having purchased a variety of products including: Denim (jeans and jackets), Basic Ts, Belts, and ShoesMedia survey – Q3Would you please share your thoughts about how GAP could be more relevant to your readership? The unified response from editors:
Elevate basic design to the fashion, modern space, some referencing competitor’s design collaborationsZara Larsson X HM AIMEE song X Gentle MonsterLEMAIRE X UNQLORihanna X PUMAConsumer auditINTERVIEW ON THE IMPRESSION AND PREFERENCE FOR GAP “I will consider buying when it’s on sale.”
-Irene, 25, Account Manager
“The design is too basic and the display is not attractive.”
-Tom, 22, Dancer
“Gap has a special allure to Americans perhaps, but to us, it is only a US label.”
-Gavin, 20, University Student
“It’s not very cool or modern.”
-Tata, 30, Executive
“Gap is famous for its wardrobe basics, but in China there are many brands offering similar products at lower prices, especially through e-commerce”
-Crystal, 32, Fashion Designer Consumer auditDesign
Look
Lack of value for moneySOCIAL LISTENING - CONCERNSConsumer auditSOCIAL LISTENING - LINESKids Line enjoys good WOM online
Plus sizing enjoys good WOM online
Sporty line lacks many mentions
Collaboration with JJ brings positive WOMAUDIT RESULTS AND IMPLICATIONAwareness
Compare with competitors, GAP lacks buzz or any big news.
Implication:
Generate big news and create several spikes in buzz annually
Establish a long-term content platform to maintain buzzWOM
Concerns include lack of design and style, as well as not value for money
Kids Line enjoys good WOM online
Plus sizing enjoys good WOM online
Sporty line lacks many mentions
Collaboration with JJ brings positive WOM
Implication
Strengthen and increase the kids line’s positive WOM
Generate buzz for the sporty line
Identify pop/fashion celebrity collaborationsPreference
Current brand image is lacking in modernity and fashion
Design is too basic and not value for money
US origin bears little attractiveness to consumers, lacks relevance
The retail environment looks premium but inside is a bit crowded and messy
Implication
Reshape the brand image and contextualize the brand stories to Chinese consumers
Improve retail environment to enhance shopping experienceTASK I. GIVE GAP A CHINESE FACEIt’s not about recreating GAP as a Chinese brand, but reinterpreting the brand in a Chinese context.Competitor H&MSince 2004, H&M started to adapt the buzz building strategy of collaborating with top designers and fashion brands. It meets the brand’s goal of “offering affordable fashion”, while creating strong fashion credentials and stories. THE COLLABORATION STRATEGY - TOP FASHION DESIGNERSEXTENDED SPREAD Competitor UNIQLOCompetitor UNIQLOTo differentiate with fast fashion brands H&M and Zara, Uniqlo started a global campaign called “why do you get dressed” to explore the philosophy behind their life-wear science. The brand also launched a Recipe APP in the US to teach people how to cook simple but delicious food.H&M
THE “FASHION” FASHION BRANDUNIQLO
THE “LIFESTYLE” FASHION BRANDCROSS-OVER STRATEGY IS A POINT OF PARITYThrough top designer collaboration builds fashion credibilityEstablish a lifestyle philosophy and expand into the lifestyle spaceEither the brand gets a iconic partner, or identifies a unique means of collaborationTHE POSITION FOR GAPA CULTURAL BRANDGAP reflects the American belief of equality, freedom and inclusiveness, offering an inspirational call for embracing diversity.
Yet the execution is very American. The insight from our audit suggests consumers, especially the young generation, needs to feel that the brand is relevant to their lives. TELL A “DIVERSITY” STORY OF CHINADIVERSE CHINA
660 CITIES IN 6 TIERS
0.6 MILLION FOREIGNERS
56 ETHNICITIES
8 MAIN CULINARY REGIONS
300 DIALECTS The diversity of lifestyles and subcultures are beyond imagination. Brands have recognized this phenomenon. On May 23rd, Tmall released five trends to redefine China’s consumer market, among which Freedom of Character Setting is the most outstanding.Such diversity incubates the most diverse lifestyles in the worldFreedom of Character Setting Suggests numerous sub cultures and lifestyles HAVE emerged in CHINA These characters are on the tip of the iceberg.娘直男社交宅绅女精老爷们萌大叔佛系浪子时尚平民浮游学霸森女汉子Geek 文青HUGE DIVERSITY HUGE GAPS 空巢青年 “THE LONELY YOUTH”
It refers to the group of young people who are far away from their hometown, living in big cities. They usually work hard but with little salary, many of them choosing to live alone.
This phenomenon arouses huge discussion online. Many people don’t understand and think it is their personality issue.
“They must be too introvert”; “They are all otaku people” Some feel sorry and sympathy for them
“They may die alone, I feel sorry.”
There is even a tag in Weibo: “The lonely Youth, Who is more miserable?”
But we also see their response. “去他的空巢青年”. In fact they feel like themselves when they are alone, they are optimistic and love their lives. Being alone is only their choice to live a life as they wish. 不婚族 “THE UNMARRIABLE GROUP”
Refers to the group of people who refuse to get married unless they find the appropriate partner. In China, people use a negative word “leftover” to call this group and mostly it refers to women.
SKII Change Destiny did a campaign to ease the tension. Showing the reason why women don’t want to get married and in the end get understood by their parents. It aroused huge social discussion.
In tier one cities, many women choose not to get married. They are usually financially independent and don’t want to compromise. It’s again, their personal choice to live life as they wish. CULTURE
There is a huge diversity of cultures and lifestyles in China. But where diversity is, gaps emerge. FASHION
GAP’s fashion is for everyone in the notion of accepting differences in individuals. As a self-expression, GAP’s fashion helps consumers to state their differences and declare their support to mutual understanding.GAP, A CULTURAL FASHION BRANDSTRATEGYOUR ideaOur idea: Mind the Gap因为有差异 每个人才是独立个体
因为有共识 每个人才能合諧共處
THERE IS DIFFERENCE, AND THEN IDENTITY
ACKNOWLEDGE ON DIFFERENCES LEADS TO HARMONY.在差异与共识之间是有一道GAP ,
如果没有串联 , 那么 ! 差异永远存在 ,
共识也只是一厢情愿。
THERE IS A GAP
BETWEEN THE DIFFERENCES AND THE CONSENSUS IF THERE IS NO BRIDGE
CONSENSUS IS ONLY WISHFUL THINKING.
因此 我们要面对要正视这道鸿沟,
才能找到互相拥抱互相友好的桥。
THEREFORE,
WE HAVE TO FACE UP TO THE GAP
TO KNOW HOW TO CONNECT TO EACH OTHER
BUILD UP A BRIDGE THAT MAKES US EMBRACE AND LOVE我们不要装做看不见转身离开,
而要正向同意我们之间的同异
NOT PRETEND TO BE INVISIBLE AND TURN AWAY
BUT TO AGREE ON OUR SIMILARITIES AND DIFFERENCESWe need to
“MIND THE GAP” STICKERS ON THE SUBWAY PLATFORM AND DOORS OF CABIN.Social PosterSocial PosterSocial PosterPROMOTION USEDMEDIA AND KOL GIFT(for photo shooting)SUPER BRAND DAY
LIMITED EDITIONPROMOTION USEDMEDIA AND KOL GIFT(for photo shooting)SUPER BRAND DAY
LIMITED EDITIONMIND THE GAP BOOK
DEFINE GAPS/DIFFERENCES
TAG ON CULTURAL LABLES
CHARACTERS WEARING GAP COLLECTION STRUCTURED PHOTOGRAPHS CONVEY THE SPIRIT OF GAP甜甜，青年作家，26岁STORY我是重庆人，从18岁就来到上海上学，现在已经呆了8年了。用现在的热点来说，我大概是典型的“空巢青年”。请先别同情我，或是惊叫起来。
因为，我爱孤独。
在一个没有杂质的，纯粹是我自己的世界里，不带任何滤镜地去看人，体验生活，这样的孤独促成了我的作品。空巢这个词我不喜欢，好像是别人的同情和关爱。还是叫我孤独青年吧。孤独青年 “THE LONELY YOUTH”EXAMPLESTORYEXAMPLE网名：伟霆我老公，二次元追星族，30岁以前蛮害怕回家的，因为会受到亲戚的集体攻击。“都30了还不谈恋爱。”“钱都用来追星了成什么样子。”“你的头发是怎么回事，别人会怎么看你。”
“我和我爱豆谈着恋爱呢。”有一次我怼了回去，结果亲戚们就再不说了，只是看我的眼神都怪怪的。
追星，二次元，在很多人看来都很脑残。但其实这只是我个人的爱好。我有份不错的工作，挣不错的钱。而我的爱好付出的爱，我付出的钱，是为了让我自己开心，别人管不着。
希望有一天他们能理解我的选择。燃萌迷妹 “ANOTHER DIMENSION”STORYEXAMPLE邓君怡，出生在北京的南非人，27岁有人用鸡蛋来形容我们。外表是白的，而内心是黄的。
以前总是不习惯，周围的中国人看我的方式。有的很疏远，有的听我讲一口北京话后又极其自来熟。
“她和我们不一样，但是她能说中文，好神奇”
其实我想说，我和你们不一样又一样。不一样的人种，不一样的外表，但一样的语言和一样的对北京的爱。鸡蛋族 “THE EGG GROUP”STORYEXAMPLE在一群码农里面，我大概算异类了。
我对外表和生活品质的要求比较高，经常会买一些设计款，
喜欢把生活打理得比较有情调，也很会换位思考。
被人偷偷议论我是不是gay，
身边的男生还有意识得避免和我的身体接触。
不过这都没关系，我桃花运一直都很好，
女生们对没有攻击性和直男癌的男生更加亲近。GAP BOOK PARTY ANIMALTATTOOCOSPLAYGAP BOOK STREET BOYPOLE DANCERPUNKY FUNKYSHOOTING FASHIONABLE PHOTOS
OF A TAGGED PERSONGAP BOOK is not a product look book but stories of cultural and fashion phenomenon. It’s a summary of the monthly contents from retainer activity
This book is the spirit of the GAP brand, with more fashionable, experimental and innovative visualizations
EXTENDED MATERIAL: As a brand annual publication / poster / interview video / H5GAP BOOKMOCK-UPGAP BOOKMOCK-UPGAP BOOKMOCK-UPGAP BOOKMOCK-UPGAP BOOKMOCK-UPBrand Campaign“Mind The GAP” VideoCampaign FrameworkMeet Me In The GAPTeaseActivateSustainAugustSeptemberSeptember - OctoberSuper Brand Day &
Flagship Store OpeningMilestoneCross PlatformFall CampaignProgram“Meet Me In The GAP” Party“Meet Me In The GAP” H5 In-store Experience ProgramCelebrity/Influencer
Pre-party Warm-up CommunicationCelebrity Media InterviewInfluencer Live BroadcastEvent Media ReportingEvent Video SeedingInfluencer Sharing ArticlesWE Media Accounts
H5 online promotionOnline Video Seeding and
Consumer RecruitmentCross Platform
Designer/Collection Stories via Retainer and Media JBPsOn-going Retainer Communication (incl. celebrity & KOL engagement)PhaseTEARSER VIDEO the GAP is a bridge the gap between two people.
MEET ME IN THE GAP REALITY VIDEO
LINKS “MIND THE GAP” TO “MEET ME IN THE GAP”ONLINE WARM-UP To echo GAP brand spirit via
official platforms and KOL sharing, Fashion KOL reviews push, and video site promotionThe barrier between two strangers instantly disappear because the fitting room partition was removed in a pre-set dress room. People in the same predicament start to interact, perhaps a smile, praising each other or an embrace to resolve the embarrassment. the GAP is a bridge the gap between two people.
Performances to convey surprising ”MEET ME IN THE GAP” stories “MEET ME IN THE GAP” VIDEOTEARSER VIDEO ONLINE WARM-UPthe GAP is a bridge the gap between two people.
Scene: A special design and installation of photographic lenses in dressing rooms.Participants: 10 groups of male and female models.Scenes:
Model fitting for GAP new collections.
Catch two surprised expressions.
Suddenly the partition or curtain of the dressing room is removed.
Premise:
Models can not be exposed inappropriately and the content does not violate the social atmosphere. HOW DO PEOPLE RESOLVE EMBARRASSMENT ?
PERHAPS A SMILE? A COMPLIMENT OR A HUG?
GAP IS THE BRIDGE BETWEEN THE GAP.TEARSER VIDEO ONLINE WARM-UPMEET ME IN THE GAPIN STORE EXPERINCE ProgramARE YOU TAGGED OR CLASSIFIED AS SOME SPECIFIC TYPE OR STYLE OF PERSON?
DO YOU LIKE IT OR NOT?
HOW ABOUT CREATING YOUR OWN CULTURAL TAGS,
AND SHOWING THEM TO THE WORLD?
MEET ME IN THE GAPIN STORE EXPERINCE ProgramWE OFTEN TAKE SELFIES WHEN WE GET INTO
THE DRESSING ROOM….MEET ME IN THE GAPIN STORE EXPERINCE programTURNING ON THE CAMERA ON THE MIRROS IN THE DRESSING ROOM.
“ MEET ME IN THE GAP “ FRAME AUTOMATICALLY APPEARS ON THE MIRRORS.
SCREENING YOUR OWN FASHION POSTERS ALONGSIDE YOUR OWN TAGS. SYNCHRONOUS UPLOAD ONTO IN-STORE SCREENS TO BECOME A GAP MODEL. (privacy protection)MEET ME IN THE GAPIN STORE EXPERINCE PROGRAMCONSUMER INCENTIVES: FOR SUCCESSFUL UPLOADS GAP SUPER BRAND DAY online shopping discount coupons
Limited edition SLOGAN T-SHIRT
Cash discount in-store
Opportunity to get a flagship store opening party invitation
ADDED VALUE :
GAP official platform dissemination Store MONITOR screening
MEET ME IN THE GAPIN STORE EXPERINCE PROGRAMPOSTER MOCK UP MEET ME IN THE GAPMeet me in the gap PARTY THIS IS AN UNEXPECTED PARTY! YOU THOUGHT YOU WENT TO THE WRONG PARTY.
IT IS A STAGED “GAP” TO SURPRISE YOU.
Time: September
Venue: GAP new flagship store
Participants: 100 media editors and influencers (Fashion/Lifestyle/Sports/Music/Family/Mass) MEET ME IN THE GAPMEET ME IN THE GAP PARTYTHERE WILL BE 5 DIFFERENT THEMED PARTIES ON THE OPENING DAY,
HOSTED BY 5 CATEGORIES OF CELEBRITIES, INCLUDING SINGERS, CHILD STARS, ATHLETES, FASHION BLOGGERS, AND THE GAP BRAND. THEY REPRESENT THE GAP BRAND SPIRIT AND PRODUCT LINES. MEET ME IN THE GAPMEET ME IN THE GAP PARTY5 elements corresponding to the GAP spirit and product lines highlighted in the party.
5 themes and 5 hosts make the party diverse and full of fun. MEET ME IN THE GAPMEET ME IN THE GAP PARTYMUSIC STYLE AND LIGHTING CHANGE
TRANSFORMING ALONG WITH THE FIVE THEMES
TO CREATE A SENSE OF SURPRISE
AT EACH STAGE OF EACH THEMED SECTION.MEET ME IN THE GAPMEET ME IN THE GAP PARTY CHILDLIKE INNOCENCEPart 1 童心童趣A group of children led by a host to create the first wave of surprise.
Music and lighting are cute and joyful to portray “childlike innocence”. MEET ME IN THE GAPMeet me in the gap partyPart 1 MEET ME IN THE GAPMeet me in the gap partyChildlike Innocence host suggestionPart 1 MEET ME IN THE GAPMeet me in the gap partySPORTS WITH STYLE Part 2 运动风尚Style changes, lights suddenly shift to create a dynamic gym-like atmosphere. Aerobics dance and Zumba become the main show led by the athletic star host. This theme showcases the FIT collection.MEET ME IN THE GAPMeet me in the gap partySports with Style program suggestionPart 2 MEET ME IN THE GAPOPENING PARTY EVENT Part 2 Sports with Style HOST suggestion董力宁泽涛张继科马龙MEET ME IN THE GAPMeet me in the gap partySPIRIT OF BRANDPart 3 品牌精神The party reaches a highlight at this midpoint, as supermodels follow the music as they move on the catwalk capturing the look and feel of the GAP 2017 ad campaign.
They wear the classic GAP look, after the show, the brand spokesperson appears to welcome everyone to the party and announces the store opening, celebrity endorsement, super brand day and the upcoming cross platforms. MEET ME IN THE GAPMeet me in the gap partyPart 3 Spirit of Brand programsGrand opening welcomeLaunch Gap
cross platform Celebrity endorsement
AnnouncementSuper Brand Day
AnnouncementMEET ME IN THE GAPMeet me in the gap partyFASHION ATTITUDEPart 4 时尚态度Spokesperson, five designers and fashion bloggers serve as the HOSTS in this section. They bring people into the world of GAP fashion in a GAP fashion show. Supermodel reappears showing designer works for GAP’s crossover collections, paired with pieces of classic looks dating back to1969, including VOGUE cover pieces and Sharon Stone’s Oscar's dress.MEET ME IN THE GAPMeet me in the gap partyPart 4 Fashion Attitude program suggestion MEET ME IN THE GAPMeet me in the gap partyPart 4 Fashion Attitude HOST suggestionMEET ME IN THE GAPMeet me in the gap partyMUSIC & DENIMPart 5 音乐与单宁When the party goes on, suddenly the lights go down save for one spotlight. The drums and rhythm seize everyone's attention, as music opens the finale to interpret the spirit of denim.
Rock performance ushers in a model showcasing of fall collection denim pieces, as the rock performance transitions to a DJ set to end the evening. MEET ME IN THE GAPMeet me in the gap partyPart 5 Music and Denim program suggestion MEET ME IN THE GAPMeet me in the gap partyMusic and Denim HOST suggestionPart 5 MEET ME IN THE GAPMeet me in the gap partyMusic and Denim HOST suggestionAlicia KeysPart 5 MEET ME IN THE GAPMeet me in the gap partyMusic and Denim HOST suggestionDaft PunkPart 5 MEET ME IN THE GAPMeet me in the gap partyMusic and Denim HOST suggestionThe WeekendPart 5 Meet me in the gap partyMusic and Denim HOST suggestionJames CordenPart 5 MEET ME IN THE GAPMeet me in the gap partyInvitation Mock upMEET ME IN THE GAPMeet me in the gap partyInvitation Mock upMirror5 versions of invitation
with host signatures.
Each invitee receives only one version.
MEET ME IN THE GAPMeet me in the gap partyInvitation Mock upstickerInspirations from labels & signs,
With message representing different lifestyles and attitudes.
Pick up your own cultural/fashion tags.Meet me in the gap EXPLORATION H5 SUSTAINING PHASESlide to widen the gap on the screen so as to open the page
Hosts ‘calling’ to invite consumers to join their parties
Enter the GAP flagship store virtually to interact and explore
Each themed party contains a variety of performances videos and contentsRetainerOUR APPROACHALWAYS ON, JUST LIKE OUR AUDIENCE. SUSTAINED
ENGAGEMENTMaintain sustained engagement and build lasting equity with the audience, while avoiding the boom and bust cycle of fragmented communications and one-off announcements.AUDIENCE
RELEVANCEKnow our audience, and in doing so, create content that they want to see and share on the channels where they are most active – while also ensuring brand relevance as we seek to grow said audience.PUBLISHING
ENGINEBuild a publishing engine and workflow that can sit at the heart of paid, earned, owned and other outreach and activations, ensuring timely and impactful content across multiple touch points in a truly integrated approach.AUDIENCE MAPSET-UP & PLANNING
A PROCESS DRIVEN APPROACH TO ALWAYS-ON.BRAND NARRATIVE, VOICE & VISUAL IDDIGITAL ECOSYSTEM & MEDIA PLAN CONTENT DEVELOPMENTDISTRIBUTIONMEASUREMENT & OPTIMIZATION AUDIENCES
WANT TO KNOW THE STORY.Consumers want to be engaged, informed and invested in — not sold to. An editorially-led content strategy delivers that crucial intersection between what a brand stands for and what its customers want from a content experience.
This principle will guide our approach to ensure maximized consumer engagement. CONSUMERCOMMON INTERESTCONTENT DRIVES CONSUMER CONVERSATION; AND CONVERSATION DRIVES CONTENTCREATION
Developing the story by using tools, knowledge, assets & resources GAP has available and bolstering with new co-created content relevant to the audience.SYNDICATION
Distributing that story in all relevant channelsCONVERSATION
Once that story is shared, we want people to talk about it and share it amongst themselves. KOLs will help spark these conversations and help us reach a wider audience. PRESS OFFICE DELIVERABLESPRESS OFFICE CATAGORIESLifestyle: Increase media exposure frequency to define and depict the GAP lifestyle Traditional Fashion: Raise brand profile among the target audience through showcasing product and designNewspaper: Raise brand awareness in key cities Digital Fashion: Timely spread of visually impactful brand content, including things like street snapshots
BRING THE CONTENT TO LIFEProduct Highlights -
Denim + Kids + Fit
Focus on products’ sensorial and scientific features to spotlight the concept behind the products.MIND THE GAP1In-depth Brand Story
Leverage the targeted media co-op to create tailor-made cover story to highlight the brand with unique features - LifeWear2Owned Media Engaging Content
Creative posts based on feedback and hot topics that resonate with our followers43Relevant KOLs
Select suitable KOLs/big accounts to post the unique features of the product and brand lifestyle positionBRING THE CONTENT TO LIFEBRAND-LEDBrand heritage and craftsmanship
Brand culture and spirit
Brand New store opening and its strategic meaning
KOL stories demonstrating brand essence
Gap cross platform
CONTENT DEMOSAMPLE MANAGEMENTCollect and display key collections
Prepare and update the sample list for PR pitching
Direct pitching to media for all product placement opportunities including editorial shoots
Proactively target media and KOLs to visit and view the showroomSAMPLE MANAGEMENTKPIINFLUENCER EngagementKOL ClubYOUR BRAND POWERED BY THE MOST
INFLUENTIAL PEOPLE IN CHINAOUR STRATEGIC INFLUENCER MANAGEMENT AND ENGAGEMENT TOOLWith millions of social media followers across China and the world, the power of China’s influencers cannot be underestimated.
With KLOUD, we offer our clients access to China’s most powerful social players, from the most sought after A-list celebrities to the most respected subject specialists.
Take advantage of our superior KOL network for opportunities in direct mailing, market research, product trialing, event appearances, influencer profiling and claims development. KOL ClubYOUR BRAND POWERED BY THE MOST
INFLUENTIAL PEOPLE IN CHINAWEBER SHANDWICK’S KLOUD ENSURES YOUR MESSAGE CUTS THROUGH LOUD AND CLEARWEBER SHANDWICK KOL DATABASEMEDIACONSUMERSBRANDFROM BRAND MESSAGE CREATION TO KOL SELECTION TO MEDIA AND CONSUMER REACHKOL Club kick-off BUILD UP GAP’S OWN MAINTENANCE SYSTEM AND EXCLUSIVE DATABASE OF KOL RELATIONSHIPS
WE AIM TO INVITE 40 PAX TO JOIN THE GAP CLUB IN YEAR ONEKOLS SELECTION TO INCLUDE:
Popular among the target audience, focus on female (age 18-35)
Have children, age 10 and below (for Kids line)
Match brand or product lines (i.e. sporty)KOL Club KICK-OFF WE WILL SELECT THE PERFECTLY SUITED KOLS TO JOIN THE CLUB, AND WHO CAN REPRESENT THE BRAND AND PRODUCTS WHILE CONNECTING DIRECTLY TO OUR TARGET AUDIENCESWork Flow KOL VISIT
&
KOL SEEDINGKOL MAPPING
&
EVALUATIONFOLLOW UP
(ENGAGE TO HAVE SOCIAL SHARING) KOL DATABASE CONFIRMEDREPORTINGBuild a community that gathers all KOLs for experience sharing and networking
Long-term platform established for GAP KOL relationship maintenance
Advocate brand voice by generating WOM through the platformGAP
GAPPER 1969 CLUBCLUB Kick-offTACTICS:
Invite influential KOLs from various areas to join the club that can help build brand image
Design and deliver a membership handbook to new club members
The club can provide different benefits to members, such as special products, birthday gifts, special discounts – all to enhance the relationship between the brand and KOLsKOL Engagement – EntertainmentIDEA : TAILOR MADE ‘MIND THE GAP’ SHIRT FOR CELEBRITY I’m not that tall, but I have a proportioned body！
我不高，但我比例好I am not only pretty, but also have a high IQ.
我不仅美，而且还是高智商I’m super handsome, but I love to stay at home.
我超帅，但是我超宅I’m very busy, but I always have time for my son.
我很忙，但我总要抽出时间陪儿子KOL Engagement – FashionIDEA : UTILIZE KLOUD’S STRONG FASHION NETWORK TO ENGAGE CHINA’S TOP STYLISTS FOR CELEBRITIES’ DAILY MIX AND MATCH STYLING, CREATING CONTENT FOR MEDIA RETAINER USAGE KOL Engagement – Sports/Parenting/Lifestyle IDEA : CONDUCT TRAINING GATHERINGS TO TRIAL GAPFIT COLLECTION SUPERIORITY AMONG SPORTS KOLS, PARENTING KOLS, AND OTHER KOLS WHO LOVE THE ACTIVE LIFESTYLE. KOL LIST – Top Media HELP GAP MAINTAIN GREAT RELATIONSHIPS WITH CHINA’S MAIN-STREAM FASHION MEDIA CHIEF EDITORS:Other InitiativesART INSTALLATION WITH GAP CROSSOVER WITH CHINA’S TOP FASHION DESIGNERS GAP REDESIGN GAPPER CLUB DEVELOPMENG FLOW 活动 (影响力拓展)
年度晚宴 书/电影/音乐 Elite100影响力大奖活动 (运营层面)
更多的消费者参与
新会员招募 日常维护
STAGE 1
KICK-OFFNEXT STEP
KEEP-UP Build the community of KOLs to serve as a long-term network and platform for GAP brand experience sharing
Promote the club while expanding its membership and influence, serving as a powerful content engine that reaches consumers HOW WE MAKE IT
WORKCLIENT CENTRIC
CORE TEAMSTRATEGY
Data and research help us form engaging strategies and measure their impact.CREATIVE
Innovative ways to leverage new technologies enhance user experience and connection.EDITORIAL
Aligning your objectives with your audience’s, our editors craft compelling stories to fuel your content engine.EXPERTISE
Our specialists work closely with the core team to add value and optimize results.AMPLIFICATION
Converged media and community engagement to amplify your content.PRODUCTION
Beautiful, engaging content and experiences, as well as the platforms and applications they live on.The gap teamSTRATEGYCREATIVECONTENTEXPERTISEMEDIA RELATIONSCELEBRITY & KOLJeff Wang 王小东
EVP (BJ)
Ethan Hwang 黄奕轩
Creative Director (BJ)Ivy Shao 邵光倩
Senior Planner (SH)Mark Rasmussen
Creative Director (SH)Santana Wulsin
Associate Director (BJ)Joanne Teng 邓琬蓉
Account manager (BJ)Eddie Kang 康磊
Consultant (BJ)Carrie Jiao 焦艺夏
Senior Associate (GZ)Ludovic Sun 孙彬
Senior Associate (SH)Jessy Liu 刘婧怡
Director (BJ)Dora Yang 杨文艳
Senior Consultant (BJ)Eric Zhou 周川
Account Manager (BJ)Juanita Ju 鞠花
Account Director (BJ)David Liu 刘希平
Chairman (BJ)Dean Tian 田笛
Planner (SH)THANK YOUThis document is confidential in nature. It is communicated to you by Weber Shandwick in circumstances imposing an obligation of confidentiality on you. The copying and/or use of this proposal or any related materials for any other purpose without our prior written consent is strictly prohibited. No part of it (including the creative content and ideas) may be used in any other way, or disclosed to any third party, without our prior written permission.AppendixTEAM BIOGRAPHIES
CASE STUDIES
KLOUD
Executive vice presidentJeff wang 王小东Jeff Wang, head of Weber Shandwick Consumer Practice, has over 10 years of experience in the communications industry, especially in FMCG, beauty & fashion. His great capabilities lie in creativity, strategic and integrated marketing thinking, and planning, coupled with his excellent consumer insights analysis. He is well experienced in the integration of social media into daily work & holistic planning, which by far has achieved the greatest results in various campaigns.
He was instrumental in launching Weber Shandwick's Fashion Next program that promotes China’s next fashion designers, such as Xander Zhou, Wang Peiyi, and Simon Gao, not only in China, but in the global market too. He also has one of the best celebrity/influencer connections in Weber Shandwick.
He was one of the driving forces in building up P&G Hair Care practice in Weber Shandwick, with over 20 team members working on Pantene, Clinicare, Vidal Sassoon, Header & Shoulders, Dermacare, and Clairol Herbal Essence. He also has a wide range of brand portfolio including Galleries Lafayette, Madame Tussards, Forever Mark, Izzue from I.T, TRENDIANO, OMEGA, DENZA, AMOREPACIFIC CHINA, Universal, CJ Condition, Gentle Monster etc.
Before joining the PR industry, Jeff initiated his career in integrated branding and ATL strategies in the China consumer electronics market, as an account executive in Samsung Advertising.
Jeff has a bachelor’s degree in International Economics Law from Shantou University and a master’s degree in International Trade & Finance from Graduate School of International Studies, Yonsei University (Seoul, South Korea).
senior plannerIvy shao 邵光倩Ivy joined the Weber Shandwick Consumer Practice as a Senior Planner in November, 2015.
Prior to Weber Shandwick, Ivy has worked as the regional planner for SC Johnson Asia Pacific since 2012, responsible for the planning work of three key brands in 14 Asian Markets. Meanwhile also led the creative planning for skincare brand Chando and baby brand Dumex. Ivy has abundant multidisciplinary planning experiences, including shopper marketing, digital, PR and 360 Campaign planning. Key clients including Estee Lauder, Mary Kay, KFC, Coca-Cola and Unipresident.
Before that, Ivy has worked as Brand PR Manager for Procter & Gamble, in charge of haircare brands H&S, Vidal Sassoon and Rejoice. She Has tracking record of delivering effective brand communication campaigns.
Ivy holds master degree of Innovation Management from Central Saint Matins Design and Art School, and bachelor degree of Biotechnology from Zhejiang University.PlannerDean tian 田笛Dean joined Weber Shandwick Consumer Practice as a Planner in April, 2016
Dean has over 3 years of professional experience in digital and online marketing executive and planning, and 1 year of overseas experience in advertising and marketing planning with Clemenger BBDO Melbourne. When he came back to China, he was with Hylink Ad and then Newmix, both are the top tier local digital agencies, where he gained comprehensive experience including the digital marketing planning, Online Media planning, social marketing development, digital media technology and e-comm marketing planning etc. He provided many integrated digital marketing solutions for clients’ brand campaign as well as media planning and buying. He is looking forward to play his digital advantage in PR field while helping clients to make some fusion and break through in the Internet era.
Creative DIRECTOREthan hwang 黄奕轩Ethan Hwang joined Weber Shandwick in 2012, and responsible for developing and implementing creative public relations campaigns for clients including Amore Pacific, Salvatore Ferragamo, Galeries Lafayette, TRENDIANO, Ochirly, etc.
Ethan has over 13 years experience in PR and Media. His previous experience of work includes the creative director for Gily Advertising a 4A advertising agency, fashion editor and the supervisor of PR department for HWAKER Publish Group (includes Happer’s Bazaar, Cosmopolitan, Esquire etc.), Men’s UNO and Figaro Magazine, the marketing supervisor and creative director of the well known ATT4FUN Department Store.
He has served a vast array of clients in Taiwan, includes Golden Horse Film Award、SK-II, Max Factor, Taiwan Index Corp., Loewe, Bluebell Fashion Corp., Generation Diamonds, Taipei 101 Mall, Cerutti 1881, TVBS Weekly, Men’s Uno Magazine, Citta Bella Magazine, Taiwan Textile Federation (Taipei in Style Fashion Week),Times Weekly, Nokia, Asus ,Ciroc Vodka, and Volvo etc. Within his professional career, Ethan founded and ran his own creative workshop servicing major magazine editing, art design, project presentations, and launching major events. With his work across fashion and music magazines, his creative background as a designer and fashion consultant for a variety of magazines including Harpers Bazaar Magazine, Cosmopolitan Magazine, Esquire Magazine, Arch Luxury magazine, stylemaster.com, Ethan brings a wealth of media and consumer experience to Weber Shandwick.
In 2012, Ethan Hwang has been chosen as the TOP 100 Professional Manager in Taiwan.
creative DIRECTOR mark rasmussenMark leads creative strategy and campaign development for Weber Shandwick Shanghai’s consumer practice.
Mark has 10+ years of integrated marketing experience, with a track record of launching creative campaigns that ignite demand for clients like Unilever, Mars and Harley-Davidson.
In a former life, Mark was head of marketing communication for the high-end portfolio America’s second largest brewery: MillerCoors. This time as a boring corporate drone earned Mark an atypical understanding of how creative drives commerce.
Outside of work, Mark is a skateboarding, Reddit-junky who loves to eat well, drink well and quote John Hughes movies.
Associate DIRECTOR, Consumer practiceSantana WulsinSantana has more than seven year’s of professional PR experience in China working with some of the world’s most recognized brands across the automotive, lifestyle, and consumer goods industries; successfully rolling out a diverse range of communications programs.
These programs help build awareness and positive perception around a portfolio of clients that includes American Airlines, Hugo Boss, Kolon Sport, McDonald’s, Mercedes-Benz, Olay, Zippo, and many others.
Santana’s strength and focus is in designing, creating and/or bolstering brand equity through creative platforms that target specific demographics in the Greater China or Asia region. This ability has been cultivated over the course of the past half-decade to strengthen his comprehensive knowledge of the China and Asian markets and uniqueness of the communications industry and media landscape in the dynamic region.
Santana received his BA in economics from Arizona State University and linguistic accreditations from the University of Dijon, France; University of Bahia, Brazil; and Peking University, China.
ACCOUNT DIRECTOR, consumer practiceJuanita ju 鞠花Juanita joined Weber Shandwick in 2010. She led the key P&G accounts Head & Shoulders and Clairol, providing both retainer and project-based PR services. Her responsibilities include overall account management, PR strategizing and planning, as well as project implementation. With rich experience in integrated marketing communications, Juanita is the key driver for three seasons of H&S China’s Got Talent, one of the most successful branded entertainment campaigns in China.
Prior to Weber Shandwick, Juanita worked with Waggener Edstrom Beijing on technology accounts including Microsoft, BMC Software, and healthcare client GEHC, where she honed her PR skills and built media/analyst relations.
Juanita graduated with a MA degree in communication from Hong Kong Baptist University.
ACCOUNT manager, consumer practiceJoanne teng 邓琬蓉Joanne joined the Weber Shandwick Consumer Practice as an Senior Consultant in March 2014.
Joanne has extensive PR and marketing experience over several industries, including leisure & hotel, lifestyle & fashion, government relationship, and automotive industry, etc. Prior to joining Weber Shandwick, Joanne has 8+ years PR or related experience in Taiwan, from the executive to the management level. She worked at HWAKER Publish Group (includes Happer’s Bazaar Magazine, Cosmopolitan Magazine, Esquire Magazine etc.), Westin (Taipei), Ogilvy PR (Taiwan), , Industrial Technology Research Institute and Auto-bid PR agency, Toucher group. She also has engaged in various PR communication and marketing communications campaigns which included brands Westin Taipei, Shiatzy Chen, Taipei 101, Ford, Audi and AVIS Taiwan, etc.
Joanne graduated from the Business School of University of Leeds in the UK, with a master’s degree in Advertising & Marketing. She is an open-minded, optimistic, enthusiastic, but an artistic person. She loves exploring anything new and exciting. She is always well prepared to meet next challenge.
DIRECTOR, consumer practiceJessy Liu 刘婧怡Jessy Liu joined the Weber Shandwick Beijing Consumer Practice as an Account Director in 2014. She has over 8 years PR experience, previously worked with Weber Shandiwck between 2006 and 2009.
Jessy has strong abilities and experience in strategic planning, creative thinking, project management and media relations. She successfully launched a new brand of P&G in China in a leading position. Moreover, she offered services for P&G Oceana and Camay both retainer and project management. Also, she got high appreciations from P&G global by winning Ketchum GC golden case of Oceana digital campaign.
Prior joining Weber Shandwick in 2014, Jessy worked at Sina as a PR manager in a role of Weibo marketing and promotion, including the strategic development and resource extension.
Jessy has a bachelor degree of Journalism from Fudan University.
.ACCOUNT MANAGER, KLOUDEric Zhou 周祐钏Eric joined Weber Shandwick in August 2011.
Eric has great creative ideas in marketing and branding. He used to serve the brand named Clairol and Vidal Sassoon owned by P&G, he was in charge of two brands as well as project management, digital operation, client management, creative/strategic thinking, team collaboration, media relations and ETC. He with team helped VS gained China Media 360 award through the campaign VS X Alexander Wang 2012FW LOS collaboration.
Eric has designing background and strong relationship with China fashion designer like Alex Wang, Xander Zhou, Simon Gao, Zhang Chi, and Etc. It makes him work smoothly in brand co-op with high aesthetic attitude.
With rich experience in PR field, Eric served Nike brand emerging category incl. Nike Football, Men’s Training, Young Athletes, Tennis & Etc. Through the 2years Sports campaigns participation - RIO Olympic, IAAF, Nike Innovation Summit, kinds of new products launch and media trial, he is now well understand the sports market and media environment.
Eric is now in Webershandwick KLOUD team, with strength in celebrity & KOL relationship, serving brands such as Amore Pacific Group - Sulwhasoo, Laneige, Hera & Mamonde; Gentle Monster, Universal Picture, Royal Caribbean etc. He helps brands to deal with kinds of KOL issues in daily work.
Prior to joining Weber Shandwick, with key strength in event coordination, execution and media management, Eric has served prestigious real estate company brands such as WANDA Group, Capitaland, and a wide range of different clients, namely China Open, Chinaddp , Chamber of commerce of Guangxi and Magpie website etc. He has also been involved in Heilongjiang International Skiing Festival 2008.
Eric graduated from the Beijing University of Chemical Technology ,and holds a Bachelors Degree in international trade.
SENIOR CONSULTANT, KLOUDDora Yang 杨哆啦Dora Yang joined Weber Shandwick Consumer Practice as a Senior Consultant in March 2017. Before being a member of Weber Shandwick family, Dora has been well experienced in project execution and communication with stakeholders such as celebrities, key opinion leaders, and the experiments make her an excellent public relation builder as well as maintainer.
In 2008, Dora served as a star agent in JYP, one of the top 3 star agencies in Korea. She promoted 2PM and WONDER GIRLS in Chinese market, who both enjoyed popularity for a time. In the process, she successful held WONDER GIRLS Beijing fan meeting.
Dora worked at Star TV channel V in 2010. As the only executer in the position, she was responsible for the coordinating work of celebrities for all sorts of programs, including Music Chart, Chart Music Festival, Lady Guagua (A talk show, known for its unrestricted scale of talking, is on the must-go-program list for every celebrity who is well-known for a time.)
After completing her 2-year artist agent work in He Rundong’s star agency in Taiwan, Dora entered Iqiyi as celebrity coordination in 2015 and took the responsibility as a strong connecting bond between Iqiyi and its stakeholders.
Dora has been a member of Weber Shandwick family from March 2017 and has been devoting her talents and efforts to this great family afterward.Consultant, Consumer Practice
Eddie Kang 康磊Eddie re-joined the Weber Shandwick consumer practice in 2015 after a one year stint at Ketchum serving a range of lifestyle and beauty brands including P&G.
Since re-joining, Eddie has leveraged his five years of PR experience to serve as media lead for brands including Gentle Monster, providing services across both retainer and project initiatives. Beyond those core leadership roles, as Eddie sits on the broader media team he has lent his expertise and vast network of media contacts in the fashion, lifestyle and beauty
spaces to support a range of clients’ media focused work including Gucci, Dolce & Gabbana, Hugo Boss, P&G Beauty, OMEGA, Madame Tussauds Beijing and Golden Goose among others. Within this capacity, he has finely tuned his media engagement skills in arranging interviews, events/in-store visits, product shoot arrangements, media sampling, and more.
Eddie graduated from Beijing Technology & Business University with the major of English.
Senior associate, Consumer Practice
Ludovic Sun 孙彬Ludovic has been a proud member of Weber Shandwick ever since graduation in 2014 and been working loyally for Omega
During his college years, he majored in French and went to ESC in the last year in pursuit of Luxury MKT, therefore possesses proficient language skills and professional knowledge. As a guy with Virgo sign and Blood Type A, he embodies all the great qualities it represents: tough, rational, logical, go for perfection, attention to details and have high standard and principle. He once travelled most of the European countries all by himself, which cultivated his independence and ability to cope with challenges.
Since it’s the very first job of his life thus far, Ludovic cannot wait to cast all his skills and passion into this challenging and yet vigorous industry.Senior associate, Consumer Practice
Carrie jiao 焦艺夏Carrie Jiao joined Weber Shandwick Guangzhou office in 2014, since then she has served across consumer, real estate, fashion and luxury fields, providing solid PR copywriting, event execution and media relations maintenance.
Carrie has close to three years of experience, client portfolio includes Airmate electronics, TaiKoo Hui, Kingold Group, OMEGA, Forevermark, Ferragamo, Swarovski etc. Deeply grounded in content creation, she is also well experienced and shared unique insight in traditional PR communications, new media content planning and operation.
Carrie obtained her master degree from the Media & Communications Dept. at the University of Leicester. Her bachelor degree is of English Literature, from Guangdong University of Foreign Studies, and has previously done internship with AIESEC at Greece. Carrie speaks fluent Madeiran and English.
OUR WORK IN CHINA.CASE STUDIESAMAZON KINDLE
RE-IGNITING A LOVE FOR READING.Paper books, mobile phones and tablets are the most popular formats and devices for reading in China. How could Amazon wean consumers off these and adopt the new Kindle Voyage?
Using video, games, imagery and KOLs, Amazon ignited social conversations and inspired people to reimagine the way reading is enjoyed. Within two months, 3000 posts of #inlovewithreading content had been shared.
Following a 40% surge in sales, Kindle Voyage units sold our completely across China. Over 200 million impressions, 14,000 posts and 220,000 video views helped propel China’s biggest social movement for reading in years. VICTORIA’S SECRET
Grand Opening in ChinaVS Lippo Plaza Opening Date: 8 Mar 2017
VS MixC Opening Date: 10 Mar 2017
OBJECTIVES
•Build VS brand buzz and increase brand awareness in China
•Promote VS Lippo Plaza & VS MixC Store
•Bring awareness to current floor set and VS collections in totality
•Drive sales and engage customers through fan activities
•Garner publicity and create buzz nationally & globally
STRATEGY
Generate national brand awareness, publicity, and customer excitement through VS Angel & Model appearances in market and engaging media activities GENTLE MONSTER
Beijing TKL Grand Opening On Mar 27th, 2016, popular Korean eyeswear brand GENTLE MONSTER had China first flagship store Grand Opening event in Beijing Sanlitun TKL. This event has invited well-known Korean actor 池昌旭, famous Chinese actor 黄景瑜, and also fashionistas to witness the occasion.
The campaign started with social pre-heat of creative phone message invitation, which has created social awareness of GENTLE MONSTER grand opening. With Weber Shandwick intimate relations with Celebrities and Media, 31 celebrities and KOLs participated in the event. Also 78 media made instant report on this event.
The event has received 112,076,745 impression. The grand opening has attracted 81 media and 31 Celebrities and KOLs social interaction.
The Gentle Monster special edition BIG BULLY has been seeded to 36 celebrities. With their magnificent social influence, GENTLE MONSTER BIG BULLY Limited edition has even become the iconic style. This edition has soon sold out right after the grand opening. Shop sales are far above client expectations.UNIVERSAL PICTURES.
LAUNCHING MINIONS.The movie “Minions” was released in China three months after other markets and unfortunately the film was already widely available on Chinese video sharing sites. Even though the Despicable Me movie was a success, research revealed that Chinese audiences did not fully appreciate the characters’ distinguishing personalities. There was no official movie premier and Minions did not feature any Mandarin language voice overs by Chinese celebrities. We created a way for consumers to engage by sharing content by launching Minions Silly Sunday Madness.
This campaign helped drive ticket sales beyond RMB100 million on the day of release, setting a single day opening record for an animated film in China. The campaign generated more than 350,000 online engagements, 120 million impressions and nearly 57,000 reads of the H5 invitation within 20 hours of its release. The movie consequently reached No. 1 on the Weibo Hot Movie List and No. 4 on the Weibo Hot Topic List.ABERCROMBIE & FITCH
LAUNCH IN CHINAMulti-media platforms were expanded due to the increasing number of engaged KOLs on WeChat and Instagram, whom organically shared posts related to the A&F opening and the hot guys.
The official Weibo witnessed an increase of UGC, with lots of online media buzz generated. The hotly discussed topics mainly focused on the Fierce perfume/A&F Hot Guys/the swarm of people who lined up for Shanghai opening.
25+ engaged/paid media on official Weibo achieved sound performance, yielding 37,000 engagements and 117 million impressions in total.
15+ KOLs with large follower base and popularity were earned, including @洪晃(9m+ followers), @郭涛(9m+ followers), and @61k+followers) AMORE PACIFIC
STORE OPENING EVENTSAmore Pacific keeps its business expansion in China at a drastic speed. As a proof, its high-end beauty brand Laneige and Sulwhasoo opens more than 10 stores in China per year.
To create public conversations, Weber Shandwick helped Amore to evaluate the right celebrity and invite them to the different cities to engage both media and consumer. Fully leverage their image and topic to promote brand awareness and help the sales.CARTIER
JUSTE UN CLOUCartier wanted to enhance its appeal to a younger audience. This generation are keen on shaping their own identity and standing out of the crowd. The brand’s “Juste Un Clou” collection of accessories was designed to embody this spirit of individualism. The campaign theme, “Ding yi zi ji” (Chinese for “Nail yourself”) echoed the audience’s desire to be oneself. 26 year old pop star Luhan an unlikely choice as Cartier brand ambassador, but using the agency’s proprietary KLOUD methodology, the brand was able to took take a calculated risk in signing up the star to be the face of this ambitious campaign.
A campaign video featuring Luhan brandishing his signature dance moves was released exclusively on Cartier’s official Chinese website. This triggered a social media frenzy about the campaign. Fashion and lifestyle media immediately carried news of the partnership. The agency rode on this huge wave of interest by accessorizing China’s top celebrities with “Juste on Clou” pieces on the red carpet and landing editorial features. #Nail Down Yourself with Luhan” became a top 10 topic on Sina Weibo, and resulted in numerous user-generated content. 100 million video clicks were generated within 24 hours of its launch, Cartier experienced a spike of 64million views on its website, and close to 900,000 engagements on its Weibo. CARTIER
High Jewellery ExhibitionIn the year of 2016, numerous luxury brand held the High Jewellery exhibition in China, so the big challenge comes to Cartier how to be outstanding among the various events and leave both the media and public a deep impression.
Cartier chose Ms. Bing-bing FAN, the tier-1 Chinese female celebrity as the brand friend for this High Jewellery exhibition, for the purpose to raise the public interest and also, to express the glamour of the piece.
The agency started the planning including creative idea and detail execution program 2 months before the event, to ensure the best practice and rich content for communications. Not like the usual press day, this time, the exhibition is divided into 3 days with different sessions to reach the different media and KOLs, one day for working media to view the exhibition and try-on, one day for KOLs private dinner with Bing-bing FAN, and another day for Chinese media boss. In this way, the public awareness and social influence of the exhibition were successfully sustained into 2 weeks.
As of Jan 25, 2017, 329 clippings from print, website and TV, achieving PR value of 294.4M RMB, and 184 posts on WeChat/Weibo/APP, reaching 38.4M page views.Bottega Veneta
Art of Collaboration Exhibition EventFor Bottega Veneta, 2016 marked the 50th anniversary since its foundation and Tomas Maier's 15th anniversary as Creative Director of the house. To celebrate these two milestones, Bottega Veneta held a photographer exhibition “Art of Collaboration” on 7th June 2016 in Beijing to present its modernist aesthetic through a series of bold individualistic shots.
Weber Shandwick China helped the client to complete the event with excellent PR performance. The event including following parts:
Press Conference: 123 key nationwide media (Beijing, Shanghai and T2 media from 11 cities ) were invited and with a 83% attendance rate in total. Nearly all of the most important fashion titles witnessed the press conference, such as Bazaar, Vogue, ELLE, etc. In addition, The Model - Xue Dongqi, famous artists like Zeng Fanzhi, Cai Dongdong also took part in.
Gala Dinner: 50+ guests were invited and 40+ VVIP & media giants showed up, such as Xiao Xue from ELLE, Dong Jiangwei from ELLE MEN, Wang Feng from GQ, Fashion Blogger Gogoboi, etc. All of the guests enjoyed the fabulous atmosphere, which enhanced a closer relationship among them with brand.On Sep. 28th, 2016, with the witness of its brand ambassador Ms. Nicole Kidman, the president of OMEGA Mr. Raynald Aeschlimann, Chinese celebrities Lin Yun and Li Qin, OMEGA held the celebration of Ladies’ Event to salute its over 100 years’ contribution in women watchmaking in Beijing at a restaurant near Qianmen Street.
Responsible for the whole communication campaign of this event, Weber Shandwick made a crucial contribution for promotion as well as expanding OMEGA's brand influence and appeal. 7 media titles interviewed Mr. Raynald Aeschlimann. 24 media titles participated product presentation, getting detailed understanding of the latest OMEGA women watches including OMEGA Constellation Small Seconds. 99 media titles mainly from Beijing, Shanghai and Guangzhou were invited to participate the gala dinner. Among these, 28 high-profile media VIPs including Publishers, Editor-in-Chiefs and General Managers presented.
Through the event, OMEGA’s brand influence was highly increased through mass communication. The effective campaign successfully generated hundreds of high quality media coverage with a final AD value over RMB 8,000,000 million within 1 month. Besides, celebrities Lin Yun and Li Qin and media VIPs all posted the event with a highlight of OMEGA’s women watchmaking spirit and latest products on social media platforms, making OMEGA Ladies’ Event immediately became the event of the city.OMEGA
Ladies’ EventDisplaying a range of stunning OMEGA timepieces, as well as timeless advertising from the past, “Her Time” in Shanghai proudly showcases OMEGA’s enduring commitment to ladies' watchmaking.
During the period of exhibition Oct.1st –Oct.30th at Shanghai Power Station of Art, which is one of the best art gallery in Shanghai, “Her Time” drew the attention of more than 20,000 visitors. The media days were the grand opening on Sept.30th ,Oct.12th and Oct.14th, 99 influential media titles with 102 pax across China were invited to enjoy such an experience of a lifetime.
Fully in charge of the event’s media communications, Weber Shandwick has demonstrated its profound experience in media relations. Before and at the event, the team has excellently handled all media related matters in every detail, which contributed greatly to the event’s big success.
Together with the efforts team made during the follow up, by Oct.26th , the exposure of the exhibition has achieved 313 clippings with the AD value more than 10,000,000CNY within less than a month. The Influence of the exhibition and the contribution what OMEGA dedicated to women won’t be terminated due to the curtain call of “Her Time”.OMEGA
Her Time Exhibition GALERIES LAFAYETTE
BEIJING STORE GRAND OPENINGTo help the world-renown fashion retailer Galeries Lafayette launch its first flagship store in China and create big buzz for the new store, Weber Shandwick organized a series of events.
Over a period of 5 months the program included a media FAM trip to France, the “Fashion Is You” online campaign, a press conference and opening party along with rich content covering Galeries Lafayette’s brand heritage & DNA.COACH
2016 SKP VINTAGE POP-UP STORE OPENINGCOACH has opened the brand’s first vintage pop-up store in SKP Beijing recently to launch the vintage limited edition inspired by some of the most iconic bags in Coach history, and the exhibition will last for one week in of atrium space of SKP Beijing. The acclaimed Chinese celebrity, Tiffany Tang, who has been recently signed as celebrity friend of COACH, was invited to witness the pop-up store opening ceremony followed by a music after party to kick off and commemorate brand’s 75th anniversary with several famous KOLs and numerous mainstream media in attendance.
Event Date: May 7, 2016
Attendees:
8 Media VIPs: Publisher of Vogue, Publisher of GQ, GM of Elle, Publisher and Chief editor of Self, Publisher of T magazine, Publisher of L’official and Publisher of L’official Homme
25 print titles * 60 editors
33 digital titles * 38 journalists & 15 photo + video crewmen
Result To Date: 167 clippings with PR Value of 4,509,225 USD as of May 13thCOACH
COACH 2015 HKP & IFC STORE OPENINGWith the aim of fully delivering COACH’s modern luxury retail concept and reiterating the DNA & spirit of this 75-year-old American brand, COACH celebrated the opening of two strategic stores in Shanghai located in HKP&IFC respectively in November 2015, which followed by a backstage music party with performances from the famous singers who brought the house down with their biggest hits and charismatic performance. The event leveraged the influence of celebrities, KOLs and fashion media to greatly elevated COACH’s fashion credibility, especially the presence of Tiffany Tang & Angelababy, whose huge fan base ensured strong pull to public attraction and reiterated the sophisticated modern luxury attitude of the brand.
As for the social buzz, COACH initiated the hot topic with hashtag #CoachNewFlagships# & #CoachBackstage# on Sina Weibo platform to instantly share event news covering store concept, celebrity attendees, NY style delivered and music connection by backstage parties for maximum online buzz. The topic has received 40 millions viewership with the total social impression of over 65 millions. In the meantime, the campaign is also received both immediate and in-depth exposure on key fashion magazine, local newspaper, online and video site, generating 192 clippings with an equivalent PR Value of 5 million USD.Sulwhasoo is a Korean herbal medicinal brand that embodies the wisdom and aesthetics of ginseng. It applies the wisdom of traditional medicine for various effective ingredients to supplement and interact with one another.
Sulwhasoo Elite100 project is to build premium brand image among the influential elites from various areas, including celebrity, beauty & fashion experts artists and society elites, by experiencing products. Also, Sulwhasoo provide different benefits to elites, which includes special gift kit, event sponsor products, film and television play product implant, birthday gift to enhance the relationship between brand and elites.
Elite members are the important assets as the object of the cooperation of Sulwhasoo. Until now, Elite100 has successfully invited 110 elites, such as the famous actress Liu Jialing, influential dancer Jin Xing and business elite Li Yifei, etc. Most of them have become brand advocators and share their experiences via chat or Weibo proactively.
We also apply expertise to the other brands owned by Amorepacific Group, such as LANEIGE, HERA, MAMONDE and IOPE.ELITE 100Elite100
MembersBRAND EVENT PARTICIPATION
Counter opening
Anniversary PRODUCT PROMOTION
Online: Online store promotion / Elite interview Live broadcast
Offline: Counter attackSPONSORSHIP
Film and television play sponsor
Elite member personal activityElite Member Relationship Maintenance
Big day gift seeding
Product experience & seeding
Member visit with brand executive Social ElitesBeauty ExpertTop MediaCelebrityArtist(Incl. painting artist, movie director, musician, dancer, writer, photographer, designer, installation artist, stylist etc.)Endorse brand image
Approach celebrity indirectly Enhance media relationship
Assist media retainer Build up brand High-end image
Create social topic Create the brand spread content Enhance brand richnessBuild WOM thru Social networking BRAND EVENT PARTICIPATION
SULWHASOO COUNTERS OPENINGDuring 2015-2016, Elite 100 team successfully engaged 15 top celebrities completed 17 counters openings in 9 major cities.
All the celebrities attracted media’s attention and targets appetite. Therefore ,once the shop opened, Sulwhasoo brand occupied the most market share in local area.BRAND EVENT PARTICIPATION
SULWHASOO 50th ANNIVERSARY GALA DINNER After the Rio Olympics, Sulwhasoo ushered the 50th anniversary. To reinforce the brand concept of Sulwhasoo ‘ Harmony & Balance ’ and celebrate the significant moment for SULWHASOO 50th ANNIVERSARY, we invited Chinese Olympic champion，Elite 100 member Guo Jingjing as the guest to attended this royal event.
By the meanwhile, over 10 top Elite members were engaged to send greeting to brand, and 5 top celebrities like Liang Jing, Zhang Xinyuan, Ye Mingzi were invited to attend this dinner .
As a result, this campaign totally got 11,742,645 RMB ADV and occupied all media headlines.PRODUCT PROMOTION
SULWHASOO PRODUCT PROMOTION
LIVE BROADCAST Elite 100 member Su Qin and Li Ai were invited to take an interview video for Sulwhasoo Timetreasure Renovating Eye Cream EXpromotion in February, 2017.
The eye cream is one of the most significant products as a luxurious choice, for which we invited Li Ai for her ability to judge the news, critical thinking skills, such as the dignified, intelligent, wise, intellectual style.
Besides, Su Qin is one of the most popular writer among China now. She writes critical and emotional articles to encourage young woman to be more intelligent and strong, for what she must be the best choice to present for the product. The talk between Li Ai and Su Qin was highly spread on the internet and won a favorable reception widely.PRODUCT PROMOTION
SULWHASOO TMALL PROMOTIONIn 2015, to celebrate Sulwhasoo move into Tmall shop, Elite 100 team proposed Elite member Kevin Tsai as brand friend to attend this grand ceremony.In the following 2016, Guo Jingjing took the same role to boost the 1111.
With their strong appeal and the high popularity, Suwhasoo has broken the sales record as 11.2 million per month, ranking the No.1 among all the online competitors.PRODUCT PROMOTION
SULWHASOO x LI XIANG DEEP COOPTo deliver the message that Sulwhasoo FCAS EX can bring spiritual balance using new JAUM balancing Complex™ technology and introduce new first care activating serum ex and its birth of FCAS from Sulwhasoo’s philosophy and story to media, KOL and consumers, we planed the deep coop with famous celebrity Li Xiang.
We arranged some gossipy medias to snap Li Xiang shopping in Beijing Sulwhasoo shop with her lovely daughter, and sent those photos to some entertainment platforms and KOLs. By comprehensive propaganda, consumers were attracted by this snap and dug out the Sulwhasoo brand.
And this project is appreciated by client because of the positive feedback from media & consumer.SPONSORSHIP
SULWHASOO SPONSORSHIPFILM AND TELEVISION PLAY SPONSORELITE MEMBER PERSONAL ACTIVITYElite 100 has sponsored some private banquets for elite members such like famous business elite Li Yifei and the social elite Jiang Zaozao.
Elite 100 has also sp
