The Brief

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.

Describe how the promotion developed from concept to implementation

On the occasion of SHANGXIA-opening-in-Paris, 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 would like to let people post pictures of him and develop conversation initiatively on social networks.

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

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 XIA.

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

Going social is always a risk for a luxury brand, especially soulful brand. Therefore, we created an elegant and beautiful story around the culture, introducing the oriental aesthetic to the western world. In the mean while, for modern China, the ancient costume raised the curiosity of people to discuss the purpose and meaning behind this activity.