Leading casual footwear brand Crocs enlisted Pure to orchestrate its latest campaign featuring top celebrity and brand ambassador Yang Mi. PURE relished the opportunity to leverage its PR and set-design expertise, putting together a holistic plan involving creative design and media and KOL outreach, not to mention a vibrant live feed programme that breathed life into Crocs’ covetable new offerings. 创新休闲男、女、童鞋的领导品牌Crocs邀请Pure策划其最新活动,由其全球品牌代言人、顶级明星杨幂担任主角。 PURE充分利用在公关和布景设计领域的专业性,整合出一套完整的传播计划,包括创意设计、媒体及KOL推广,更以充满活力的直播种草节目,为Crocs新产品注入生机。 To celebrate the occasion, Yang Mi live streamed for the first time on T-mall alongside famous anchor Li Jiaqi, sharing tips and tricks on how to style various kinds of Crocs with different outfits, showing off your own personal fashion attitude. Such was the success and pull of the activation, two consecutive topics rocketed to No.1 on the Weibo trending index during the evening. 为了庆祝这一时刻,杨幂首次与超人气主播李佳琦一起在天猫上直播,分享各种洞洞鞋爆款和穿搭秘籍,传达自在做自己的生活态度。在成功的营销拉动下最终成功引爆话题,两条相关热搜在当晚的微博话题榜上连续蹿升至第一名。 PURE was involved in developing and maintaining the broad communications plan for Crocs for this event via social media outreach, media press releases, KOL posts, seeding, and live feed script planning. Social media content focused on four categories; style, lifestyle, fashion industry and entertainment, carefully curated to give the feed a new, refreshing look to attract attention. At the same time, together with other well-known media and Weibo, The RED bloggers also shared their fashion insights on how to match Crocs with different daily outfits, bringing the casual footwear obsession to a new height. PURE通过社交媒体推广、媒体新闻发布、KOL分享、达人种草和直播脚本规划,对本次Crocs传播计划进行了制定和维护。社交媒体推广方向主要分为四类:穿搭、生活方式、时尚和娱乐,通过精心的策划,以耳目一新的方式吸引消费者眼球。与此同时,小红书博主们与其他知名媒体和微博达人一起,分享他们的时尚见解,讲述如何将Crocs与不同的日常服装搭配起来,将人们对休闲鞋类的喜爱提升至新高度。 Livestream rooms were individually designed and set up by PURE, showcasing five scenes capturing the main theme ‘Ideal Life: Come As You Are’ and four sub-themes: ‘Casual’, ‘Fashion’, ‘Street’ and ‘Fairy’. The rich scale and creativity put into the set design fully capitalized on Pure’s twin strengths in events and public relation, creating eye-catching thematic environments in which the stars could interact and share in the campaign storytelling. PURE以“理想生活,天生自在”为主题,“休闲”、“时尚”、“街头潮流”和“仙女”为次主题,独立设计并搭建了直播房间的五个场景。大规模的场景设计和丰富的创意,结合了Pure在活动和公关方面的双重优势,创造出引人注目的主题环境。令主播及品牌代言人在各互动环节中分享产品及品牌故事。 It was a privilege for PURE to be part of the Crocs for Yang Mi collection campaign, and PURE looks forward to working with Crocs again in the future to create even more amazing moments together. In these unusual times, this activation proved that creative solutions can create phenomenal results and spark the interest of consumers far and wide.
作为Crocs为杨幂特别定制款系列活动的一员,PURE感到非常荣幸。PURE期待在未来与Crocs的再次合作,共同创造更多精彩的时刻。在这个非常时期,成功的市场激活证明了创造性的解决方案可以带来非凡的成果,并激发消费者广泛的兴趣。
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May 2020
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