Trends in China move quickly. A combination of openness to international influences with a new confidence in a whole range of uniquely Chinese styles and personalities, means that creating a splash is a real challenge.
As an established professional-inspired brand, SYOSS has the added expectation it should innovate and deliver surprising new styles which are technically achievable at home, but interesting enough to create a buzz.
To conceive and create the SYOSS Asian Trend Looks Campaign.
The campaign was tasked with achieving multiple goals: from increasing brand level awareness, to product benefits and education. In order to succeed we developed a campaign strategy with a dual scope.
We involved pop-sensation and actress Victoria Song in the key messaging at brand level, by creating inspiring visual content and engaging her community online. We developed and featured a range of new looks, which we profiled on both Victoria and several upcoming model talents. An aspirational urban theme provided a framework on which we created communication materials, including a commercial, key visuals, PR materials and all the key messaging.
We made celebrity stylist Tomo Numayama the focus as ‘The SYOSS Mentor’; as the creator of the new looks, he showed consumers how to recreate each style. We then developed a series of cool lifestyle how-to videos and other content.
Not only did the campaign change the way that SYOSS consumers saw the brand, and achieve all of its key targets for online activation, it was also selected by Henkel’s HQ in Germany as a global benchmark project for marketing localization.