Forever 21 entered China in 2012. Since 2O13, Red Bridge has been the PR partner of this fast fashion giant to further expand its footprint in China. Last year, we were tasked to orchestrate a consumer campaign to enhance brand awareness and affinity and drum up excitement around the opening of its new Shanghai Huaihai Lu store.
Calling all movers & shakers.
THE BIG IDEA
21×21 BRAND CAMPAIGN:
What better way to amplify your brand values and generate share of voice than to have a line-up of movers and shakers of the fashion industry calling it for you? We engaged 21 top-tier fashion and lifestyle influencers with each presenting their own Forever 21 styling statements in our interactive WeChat campaign microsite.
Taking consumers on a journey of fashion discovery.
The centre of our fully integrated consumer campaign was an interactive WeChat microsite, which housed all 21 influencer looks and styling statements. The site took consumers on a journey of fashion discovery, allowing them to browse the looks, play games to win gift cards, check out similar products with one click and ultimately shop the look.
During the teaser phase of the campaign, all 21 influencers broadcast our 21×21 microsite on their own social media accounts, generating immediate organic buzz around the campaign and hype about the new store opening.
The campaign was further amplified through select WeChat fashion and lifestyle public accounts.
Complementing our online amplification strategy, we utilised our owned offline channels; 14 retail stores across China encouraged in-store customers to participate.
The campaign climax was a VIP party on the eve of the Huaihai Lu store opening. A 21×21 photo gallery was created and all influencer partners attended alongside China’s most influential fashion media.
The organic media coverage and social buzz generated from the event resulted in over 13,000 consumers queuing up outside the store on the opening day, despite a Yellow Level Typhoon that hit the city that day.
It’s all in the numbers.
CONSUMERS ENGAGED ON THE MICROSITE
NEW FOLLOWERS RECRUITED DURING CAMPAIGN PERIOD
AVERAGE TIME SPENT ON MICROSITE
MEDIA IMPRESSIONS GAINED
ALL PRODUCTS RECOMMENDED BY THE 21 INFLUENCERS SOLD OUT DURING THE CAMPAIGN