INTRODUCTION

Red Bridge was tasked to orchestrate a Forever 21 Music Festival campaign to drive social follower acquisition and traffic to their e-commerce platforms with a primary focus on the Shanghai Strawberry Music Festival scene.

We are young.

THE BIG IDEA

To echo the global music festival theme and further drive social follower acquisition and traffic to e-commerce, we developed a brand new content pillar, F21xMusic, that ran throughout the summer music festival season.

Alongside this we also create a multi-phase campaign (Pre, During and Post), with a primary focus on the Shanghai Strawberry Music Festival to kick start the music festival season.

It’s more than music.

THE EXECUTION

To launch the campaign we leveraged global music festival assets to encourage followers to vote for “Your Favorite Music Festival Look” to have the chance win 2x 300RMB gift cards for their festival look. Meanwhile, we cooperated with 3 trendy influencers to create on-site snapshots & live videos and generate instant brand social buzz around the music festival.

The centre of our phenomenal campaign was the influencer program, which showcased a great combination of online and offline content. Our 3 influencers created live stream video posts on Meipai and posted on-site snapshots, featuring two looks taken at the Strawberry Music Festival on Weibo.

It’s all in the numbers.

14M+

VIEWS OF CAMPAIGN CONTENT

14K

CONSUMERS ENGAGED IN THE CAMPAIGN

4,600

NEW FOLLOWERS RECRUITED DURING CAMPAIGN