Reliant on a B2B2C business model, Lycra® maintained brand awareness in China through sponsoring high-profile consumer events. However, it was time to reinvest in the brand to enhance awareness and to improve in-depth understanding and in the long-term, capture B2B partner opportunities through a communication-driven approach.
Denim was identified as the campaign focus and 25-35 year-old females in Shanghai and Guangzhou were targeted for their ability to influence, fashion nous and purchasing power. Research found this group looks for opportunities to express their inner self, be free and pursue what they want, despite societal pressures and challenges. With Lycra®’s freedom of movement brand essence and denim a symbol of youth and liberation, we conceptualised the Free Your Body, Liberate Your Mind campaign. At the core was an experiential event incorporating interactive areas that liberated people’s minds: a one-way transparent fitting room; a magic mirror; an upside-down office; 3D painting; and a Wii game. Social media outreach shared user generated content and KOLs, influencers and media were leveraged to maximise reach. To amplify buzz, a Vogue collaboration included the distribution of a Lycra-focused denim fashion booklet, supported by advertising.
The campaign strengthened partnerships with seven international denim brands for the Vogue collaboration and three domestic brands for offline events. The experiential events engaged 700,000+ consumers and an onsite survey revealed that 67% expressed intent to purchase Lycra® denim. On social media, the campaign achieved a first WeChat push open rate of 156% and almost 20,000 netizens participated in Weibo event recruitment drive. 116,200+ Weibo comments/forwards were generated via KOLs and popular accounts. A pre-movie advertisement was viewed 4,607,052 times with 15,000 click-throughs to Lycra® Weibo account.