Rejuvenating Alpenliebe’s image as a “Kindness” Brand for youths via social media
- Base upon the social heartbeat among target consumers, a 3-year brand campaign was developed by MSLGROUP China.
- Brand proposition: Kindness
- Kindness provided urban Chinese youth with a natural outlet for the relentless pressures of China’s economic progress, and an opportunity to connect with people in an increasingly solitary life.
- Communication channel: Social media centered
- Given the nature of information search behavior among TA, social media platform offers the best communication platform to evoke, engage the TA.
- The brand campaign
- Offline activities, such as media event, consumer engaging activity are smartly utilized to generate the best UGC for online activities, and ntensive co-op with NGOs and selective co-op with celebrities are applied to gain credential, awareness and preference in the fast fashion
- Up to 2012, the second year of the brand campaign;
- The top 3 most influential official weibo account in Sina weibo, generating 490K fans in 2 years with interacting with the brand to 3.21 percent (Average brand interaction rate is 0.3% - 0.5%.);
- Increased Sina Weibo impressions by 308 percent with 22M+ conversation in 2012 alone;
- Drove 20% sales increase in 2012 and 16% increase in 2011 while the average increase among industry is 10%.