To create an element of buzz around the grand opening of the Forever 21 Huaihai store and to further elevate the brand in China, we assembled a team of 21 Top-tier fashion and lifestyle influencers to present their F21 fashion statements and styling tips both on social media and offline. A whopping 12 million consumers were reached by the #21 Styles x 21 Stories# social media campaign. Other than sharing styling tips and statements on Weibo and WeChat, the influencers also attended our epic grand opening VIP night where we launched a 3-week 21×21 photo gallery that we proudly displayed in the brand’s new Huaihai store as well as Bund Plaza store.

As a key element of the campaign, we also created a WeChat campaign involving fashion stories, styling tips and an incentivised game utilising the 21 top-tier fashion influencer assets. Other than the call-to-action by 21 influencers on their social platforms, existing store networks were also leveraged to endorse the campaign and subsequently impact online sales. The campaign was a great showcase of O2O operation in fashion retail. While consumers are engaged in the game, they also get to browse the latest Forever 21 collection and win points or gift cards which can be redeemed in either online or physical stores. During the 1-month WeChat campaign period, we recruited over 9,200 new followers and hit a massive click engagement of nearly 170,000. The engagement rate out-shined the key competitors’ by 1.6-6.5 times in the same month.

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