Background
In 2020, to promote the Chinese cultural heritage, Li-Ning cooperated with Dunhuang Museum to launch the co-branding apparel named “Silk Road Exploration”.
Challenge
To better apply “Chinese culture heritage” into the brand marketing campaign and to resonate with the local consumers.
Strategy
1. Filming brand TVC
Adapt the key idea of Silk Road into the brand TVC – starring the brand ambassador with an exploration story through the Silk Road back to modern times to convey the brand image.
2. Hand-drawn posters in line with the PR event
Apply Dunhuang murals skills to the social hand-drawn posters and amplify through social media to generate user resonation and community engagement.
Result
Li-Ning social campaign went viral on social media in a short time and won the affinity from the young consumers for the marvelous brand TVC.
On Tmall super brand day at the end of August 2020, the total sales volume of Li-Ning “Silk Road Exploration” apparel reached above 100 million RMB.
