Maison Margiela: Three Consecutive Years of
Integrated Campaign Innovation & Brand Growth
In 2021, when we officially launched Maison Margiela fragrance and the new brand ambassador: Chris Lee to the Chinese market for the first time, it also started the brand's rapid growth on both awareness and the APAC business. In the past three years, we have strived for innovation in every integrated campaigns: from the new pop up concept and design, innovative online and offline plan, to new campaign records again and again: we have broken the industry's livestream view record for three consecutive years, and the business, especially the online business, has maintained continuous growth. In the third year of the campaign, we also proudly achieved three championships among the industry: the No.1 livestream views, No.1 awareness brands, and NO.1 engagement rate.
Year One: Breaking the Industry Record for the First Time
To promote the fragrance "Sailing Day", we worked with the Yacht Club to invite 10+ China's top influencers to the Yacht to experience their own sailing trip. At the same time, we invited the brand spokesperson, China's top singer: Chris Lee, to the pop-up store in Sanya. The livestream of the event exceeded 5 million views, breaking the industry record. During the campaign, the brand's overall business grew significantly.
Year Two: Double the Scale, and the Record
In order to bring more innovation to consumers, we brought an unprecedented two-story pop-up store in the second year of the brand campaign. At the same time, we invited two top Chinese celebrity: Chris Lee and Jing Bo ran to attend the brand event. In addition to top influencers, we also invited more top media friends to participate in the event. In this year, we adopted immersive live-streaming on all main China social platforms for the first time, and once again broke our own livestream record in the industry, as well as the growth of business during the campaign.
Year Three: Celebrating The 3rd Anniversary with Three Championship
In 2023, we brought Maison Margiela cafe to Sanya for the first time, once again attracting more consumers with innovative pop-up stores. At the same time, this year, we have also developed strong top influencer and media community for the brand. On this basis, we have deeply cooperated with China's most popular social media platform: Xiaohongshu, creating three industry champions in brand awareness, engagement rate, and livestream views.