Switching-Time - Best Public Relations Event

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Company: Switching-Time, Shanghai, China
Company Description: Switching-Time is a Sino-Swiss integrated boutique communication agency providing tailor-made services and solutions for fashion, luxury, lifestyle & beauty brands. Founded in 2012 by Taiwing Tian and Florent Chapatte, the agency has more than 25 employees in Shanghai. Switching-Time is aiming to be the leading agency with both creative thinking and excellent execution skills.
Nomination Category: Live Event Categories
Nomination Sub Category: Best Public Relations Event

Nomination Title: Launching Lee’s 3D collection to the savviest influencers on the planet

The date on which this nominated production was first presented: 1st August 2016

Describe the nominated event's communications objectives and how it met those objectives, including the event's genesis, development, performance, and results to date (up to 525 words).

GENESIS

Lee was to launch their BODY OPTIXTM Collection in China, making the wearer appear slimmer and with a perkier butt, creating a “3D effect”.

While successful among men, Lee had yet to resonate with young women in mainland China. The business objectives of the launch were to drive awareness, product trial as well as create brand pride.

After thorough research into the target group, a key insight was that young women’s purchase decisions and opinions about a brand were mainly influenced by Influencers (celebrities, Key Opinion Leaders (KOLs) and media).

GOALS

Lee decided to create a launch event with the goal to excite celebrities, KOLs and media about the product and make them love it enough to share this love on their platforms to Chinese women.

DEVELOPMENT

There are few groups of influencers in the world more courted than Chinese fashion and style influencers. Lee knew that they needed to create something outstanding.

Lee also knows that the success of a PR event goes beyond the few hours of the physical happening. It’s is also about optimizing the event through buzz in beforehand, about connecting it to sales, and about sustaining momentum.

Highlights from the event include:

-Pre-launch excitement: product seeding to celebrities and KOLs to drive buzz
-Entire venue in creative 3D theme
-150 top influencers attended
-International celebrity presence: Korean superstar Yoona drived attention and built up Lee jeans awareness
-Presence of top stylist, Monica Rose, and make-up artist to the stars, Katey Denno, talked the power of BODY OPTIXTM with the influencers
-Visual scientist explained the core idea of BODY OPTIXTM; total body enhancement with the technology that comes from the visual science
-Seeing is believing: influencers offered to try collection, and got personal make-up and styling sessions with Hollywood icons Rose and Denno
-First-ever livestreaming of the event on China number one shopping platform T-mall
-Panel discussion about Lee BODY OPTIXTM, feeling good and confidence with the attending stars as well as a Lee Design Scientist who developed the product technology
-Event Weibo hashtag
-Post-event excitement sustention through WeChat account

RESULTS

Pre-launch product seeding resulted in 100 social posts with 800 million reach.

Launch event driving endorsement and sales results included 150 press clippings to ads value of 1.5 million USD, Weibo hashtag readership of 48 million and 24,000 comments, influencer social media coverage reaching in total 12.5 million followers, and 650,000 likes and 30,000 comments from the first-ever T-mall livestreaming.

Event-follow up social media account. Branded WeChat account boasted 1 million engagements.

Brand-pride: a top ranking increase in affirmative answers to the statement “Lee is a brand I feel proud to wear” among Chinese women manifested how they resonated with the theme of the campaign.

Product trial: a whopping 64% sell through of BODY OPTIXTM during the campaign, more than average for new produce launches.

The event succeeded in the “holy grail” of marketing communications: exciting savvy influencers enough to spread the love, allowing Lee to establish a relevance and brand-pride with Chinese women that also converted into sales

List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Production : DS, Shanghai