Still new to China’s retail scene, Forever 21 needed help building consumer awareness ahead of its Shanghai Huaihai Lu store opening. The retail giant turned to WE Red Bridge to help the brand break through the noise of a very crowded clothing retail market.
More and more, millennial clothing consumers in China are watching fashion-forward influencers for ideas. WE Red Bridge advised Forever 21 to put a stake in the ground with Shanghai consumers by first creating buzz with those trendsetters. Enter the 21x21 Brand Campaign, engaging lifestyle and fashion influencers to share their styling statements on WeChat, where our targeted audience spends much of their time. The campaign microsite took consumers on a journey of fashion discovery through the click of a mouse or swipe of a screen. The team further amplified the campaign through select WeChat fashion and lifestyle public accounts so we reached consumers from a variety of angles. Once the buzz was percolating online, the campaign extended to offline channels – where in-store customers could share their own styling perspective via14 retail stores across China.
The campaign climax was a VIP party on the eve of the Huaihai Lu store opening, which featured a 21×21 photo gallery d and a red carpet of influencer partners who attended alongside China’s most influential fashion media to drive continued awareness for the store.
The organic media coverage and social buzz generated from the event drove more than 13,000 consumers to queue up outside the store on opening day, despite a Yellow Level Typhoon that hit the city that day. Our results also included: 12 million+ consumers reached, 168k+ consumers engaged via the microsite who spent an average of 4 minutes on the site, 9.2k+ new Forever 21 followers recruited during the campaign, 86 million+ media impressions. And, all products recommended by our lifestyle and fashion influencers sold out during the campaign. Net/net: this campaign was a true showstopper for the Forever 21 brand.