The Brief

Chinese casual wear brand Semir wants to engage with Chinese youth – today’s Generation Y who wants self-expression.

Describe how the promotion developed from concept to implementation

The Idea -“Your Tee, You Define!” is to inspire,engage and interact with the Chinese youth. First Step -9 Viral videos launched on Tudou.com (China's YouTube equivalent). Second Step -Campaign website for T-shirt ideas & design submission. Third Step -Street level Pop-up stores where they can experience from designing to making their own T-shirts.

Describe the success of the promotion with both client and consumer including some quantifiable results

• 6.8M viral video views of online videos on Tudou.com (China's YouTube equivalent). • 4.8M campaign website visits • 26,486 T-shirt design submissions onto campaign website • Most viewed campaign on Campaign Asia website and wide PR coverage in and outside China • Earned media coverage grew by 1500% in 1 week and 250% in 1 month • Within 90 days, The “Your Tee, You Define!” campaign website visits doubled comparing to competitors.

Explain why the method of promotion was most relevant to the product or service

Chinese youth - today’s Generation Y wants self-expression and creativity. Semir created the “Your Tee, You Define!” campaign to allow the young consumers to express themselves creatively on T-shirt design online and offline. The campaign integrates online viral video, campaign promotional website and street level pop-up stores to inspire and to engage young consumers. It unveils endless possibilities for expression...