The Campaign

Emotional connection = MUSIC + FREEDOM + FASHION Mixing & matching of fashion is fun and totally up to you. You can create different styles to represent the real you. The same applies to your choice of music: you are free to decide. The crossover of these elements is genuinely interesting and ties in well with “GU = Freedom” which allows you to present your views, beliefs and values. This is how “Jam Your Fashion Music” was born! Online website was created to allow players unlocked individual music rhythms corresponding to fashion items! Reward items assigned to encourage viral. Through fashion and music, our campaign allowed consumers to embrace the integral spirit of GU – Freedom!

The Brief

Overall Budget (HKD): $1M ~ $2M << confidential >> Paid Media Budget : $500K ~ $800K << confidential >>

Creative Execution

Stage 1. (1) Kicking Off the Fashion Music Jam by a Grand Launch > Celebrity endorsement, Super Girls, amplified marketing efforts and PR coverage > Demonstrate how to play the game on stage to show how music & fashion jamming freely (2) Engaging More Audience by Facebook Livefeed To spread the message of “True Freedom of Fashion” to a wider scope of audience, Super Girls not only introduced the brand concept in-store but also broadcasted this event by Facebook livefeed at GUHK page and SG page spontaneously Stage 2. (3) New fashion items were updated periodically to stimulate the players & encourage non-stop playing to collect new items and create new looks. (4) Connecting Real Life and Online Experience SG paired up with selected customers to create unique fashion music creation. Mini event was hosted on Facebook livefeed, creating more social noise, more online engagement, and more fashion music jams!

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

Over the campaign period, the mini site attracted a huge amount of traffic, players could not get enough of the fashion jamming experience: > 241,000 pages viewed > Live feed ROI 1021% > Overall campaign ROI 244% > Game site visitors over 92,000 > Media coverage earned valued up to 5.2M > Generated huge amount of shop traffic

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

The campaign guided the target audience from first get in touch with this new brand, create interactions, viral within the friends network; step by step, they are connected with the brand and finally led them to the shop and encourage purchases. It allowed the audience to experience the brand concept “Fashion = Freedom” in 360° from online to offline. They can learn the brand concept, know the product uniqueness, share it out without any doubt!

Our target audience is youngsters who are aged 20-34, they were millennials – a non-homogenous population who nonetheless expect their customer experience to be personalized, seamless and go viral. 99% of GU’s target is internet savvy and “always-on”, however, that doesn’t mean that they’ve stopped frequenting brick-and-mortar shopping experience; while 1-in-4 of them saw “Music” as major hobby, spending up to 165 minutes listening to music everyday! [Data: GH, Spotify] A unique online-to-offline 360° customer journey could effectively talk to them and bombard the market. “Gamification” Gaming component is added at every stage from launch event, online game, to live-streaming event to create a lasting, brand-focused impression of fun to grab the attention of our target, making the experience unique, fun & integrated with consumer lifestyle. This not only drives engagement, but also brand awareness and new products showcase, in turn driving traffic and increasing sales.