Challenge:

It was the first digital Paris Fashion Week in history and also the first time it was completely open to Chinese audience. 

Enhance the brand awareness of Paris Fashion Week in China in a limited time period. 

Strategy:

Identified multimedia platforms including WeChat, Weibo, RED, Bilibili, Tiktok and Tencent video based on marketing objectives and media features to make the best use of omnimedia strategy.

Developed designated campaigns and activities for different platforms to amplify the impact of the promotion to enhance the brand awareness. E.g. Livestreaming of Paris Fashion Week on Bilibi and Tencent video, hashtag creation and KOL engagement on Weibo.

Created diverse assets including Paris Fashion Week H5 invitation and countdown, official event schedule as well as various banners for different platforms to show a constant and consistent visual presence of Paris Fashion Week.