Title | LYCRA MOVES YOU |
Brand | INVISTA |
Product / Service | LYCRA |
Category | C05. Customer Retail / In-Store Experience |
Entrant | GOLIN Shanghai, CHINA |
Idea Creation | GOLIN Shanghai, CHINA |
Idea Creation 2 | FCB SHANGHAI, CHINA |
Media Placement | GOLIN Shanghai, CHINA |
PR | GOLIN Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Stuart Chan | Golin Shanghai | Director, Consumer Marketing |
Karen Tseng | Golin Shanghai | Director, Consumer Communications |
Nicolas Chan | Golin Shanghai | Director, Planning & Analytics |
Queency Zhang | Golin Shanghai | Manager, Consumer |
Vicky Jia | Golin Shanghai | Associate, Consumer |
Pinga Wang | Golin Shanghai | Associate, Consumer |
Mercy Shen | Golin Shanghai | Associate, Consumer |
Kevin He | Golin Shanghai | Associate, Consumer |
Doris Zhu | FCB Shanghai | Senior Account Director |
Supported by proprietary technology, LYCRA® is the foundation of fashion for comfort, fit, and movement. The brand empowers those who seek freedom of movement while looking good with the superior fit. With LYCRA®, you can “move without limitation” (????). LYCRA® Moves You (????). It was a campaign that challenged the fabric’s limitations, with the ultimate goal of demonstrating that it defies these limitations. It showed that you can always feel confident and free, no matter what. A large lead-up period all culminated in one massive multi-day event, which featured 3 defining and defiant elements, which will be explained in the execution section.
The overall budget was about RMB 4,000,000. BANDALOOP Dance Troupe cooperation was about RMB 600,000. All other third party costs, including event & pop-up store, venue rental, media cooperation, etc. cost about RMB 2,500,000.
Campaign period: Mid-March through Mid-May. First, we defied gravity by collaborating with BANDALOOP vertical dance troupe from the USA. LYCRA® partner brands Only, Fila, and Neiwa provided the dancers with outfits for their routines, and we held Shanghai’s first air ballet show, high above the grounds of Raffles Center, in the Changning District. Next, we defied time through the use of 360° cameras, which enabled consumers visiting our official LYCRA® pop-up store to capture Matrix-style “bullet-time” photos of themselves for social sharing. Finally, we put the product front and center when we invited consumers to defy their clothing limitations, by partnering with ElleFIT to launch a series of chic movement classes, and engaged influencers to host an experiment where consumers could cut LYCRA® stockings to create personalized patterns. Additionally, the campaign also consisted of: –PR & Media –Experiential –Social Media, Video, Apps –Livestreaming –TVC –Influencers –Paid Social –Branded Co-ops –E-Commerce
The campaign generated close to 200 Million impressions Nation-wide, with campaign videos receiving over 98 Million plays. In addition, the social pre-roll video received over 527,000 click-throughs, direct to E-commerce. The LYCRA® brand has seen a significant increase in: –Unaided brand awareness from 16% to 23% –Total brand awareness from 66% to 74% –Post-campaign purchase rate from 18% to 25% Social conversations also increased by 180% through the campaign period. Partner brands also saw an increase in sales: • ONLY +29% • FILA +156% • NeiWai +82%
This was a holistic, fully integrated campaign, that involved over 12 various consumer-facing channels to drive brand immersion – and was spearheaded with a live guerilla event that was the first of its kind in the Shanghai market. From the TVC that kickstarted it, to the main event, to the final consumer participation event, and everything in between, every placement was geared towards driving brand awareness, affinity, and preference; culminating in a holistic branded experience.
The consumer pool for LYCRA® is quite vast, and spans multiple age groups, genders, and locales. In fact, many consumers likely already owned garments consisting of LYCRA® and simply did not know it. The question we were faced with was how to bring this to light? How could we demonstrate LYCRA® product benefits of durability, flexibility, comfort, and mobility to consumers? It became clear that no one would be able to see these benefits when looking at an inanimate garment. Showing them a piece of fabric and talking through the different technologies would be tricky, challenging and likely quite boring. We needed to bring it to life – we needed the clothing to move. But just moving was not going to be enough. The movement also needed to be exaggerated and seem limitless, so as to better highlight the fabric’s qualities. What we needed… was for the clothing to dance.