Creative Execution

We dress up the actor with traditional Han Fu and mask provided by the brand. Following the story, the seed-sower first appeared in the streets of Shanghai, then Beijing. We let people post pictures, and develop conversations about him on Weibo. This generated questions like: Who is this mysterious man? Where does he come from? What is he doing? Who is behind this? Then we spread pictures of our mysterious man sowing rice seeds on Paris’ pavement. We let the conversation grow until he was seen arriving at Shang Xia’s Parisian store for the official opening, on September 10th. And the brand official Weibo released a beautiful Seed-Sower’s esoteric campaign to reveal the whole story.

Without any KOL push, the official Weibo of “the mysterious seed-sower” has been viewed by 452,200 times, with 600 reposts and more than 100 comments. During the period we managed the brand Weibo, SHANG XIA has recruited 15% more followers. Total page views reached 6,000,000. By successfully arousing the curiosity of the public, in 19 days and with 0 media buying, we led people entering the culture world of SHANG

SHANG XIA is a lifestyle Chinese premium brand, created by Jiang Qiong Er and supported by French luxury brand Hermes. It aims at protecting and celebrating traditional Chinese craftsmanship, but with modern contemporary design. Our mission is to spread the message on Chinese social networks that SHANG XIA – born in China – will open its Paris Store in the luxury capital of the Western world. But how can we draw Chinese netizens' attention by knowing that going social on such a profound luxury brand is always a risk? As a soulful brand, SHANG XIA is not about seducing the mass. SHANG XIA is about to touch the soulful audience, honestly interested in the brand’s way of life and philosophy. So, we invented the story of a mysterious masked man, wearing the traditional Han Fu. He traveled from China and sowed the “culture” seeds in Paris. We let the people post pictures of him and develop conversation initiatively on social networks.