To generate awareness and attract young Chinese millennials to Paul Smith’s offline exhibition in Beijing as part of the #My Name is Paul Smith# campaign, Resonance implemented a multi-faceted digital strategy. We strategically utilized WeChat and Weibo ads to drive awareness and reach a broader audience. In addition, we collaborated with top Douyin KOLs to create engaging short videos that sparked social buzz and generated interest in the event on the popular Douyin platform.
Furthermore, Resonance orchestrated several O2O (online-to-offline) engagements to encourage visitors to create and share content about their offline experiences, thereby amplifying the social buzz surrounding Paul Smith. These activities not only increased visibility for the brand but also fostered active engagement from attendees, generating excitement and further extending the campaign’s reach across social media channels.
- Social Media
- Social Ads
– Video Creation from Douyin KOLs to Drive Social Buzz –
– UGC at the Offline Exhibition –