Just a few months ago, the COVID-19 changed our life as well as the marketing industry. Numbers of brands were facilitated into digital rapidly and livestreaming was pushed as a phenomenal way of communication.
Brands were following the crowed to invite top KOL or celebrity in livestreaming as a TV shopping show, while COS planned to do something beyond, to help people get back to essential life, alongside the launch of our Summer capsule collection which delivered the ease and joy of this summer.
It’s a stimulating project for both client and us because it was the first time for COS to develop local marketing communication assets and also step in livestreaming but meanwhile it’s a tough one. As we all know, Tmall is a dominant giant that strongly prefer top influencers to exchange in-site resources. It is not easy for a brand to give up handed traffic but carry on brand conception.
COS did it and we did it.
COS X UCCA LAB
With the added value from art, the COS Tmall livestreaming should balance the branding and promotion at the same time.
To strengthen COS art attribute and arouse talk-ability in local markets, we contributed on the partnership with UCCA, a leading Chinese independent institution of contemporary art.
COS X GOGO BOI & ZOLA
Moreover, we cooperate with the top tier fashion influencers - gogoboi & Zola, they celebrate art and fashion through a series of interdisciplinary practices on dance, sound performance, and art installation.
The campaign gave a wonderful response on the efforts.
The livestreaming made a win too, with 120K viewers, 7mins length of stay (3 times of average benchmark). It generated 20K new followers and 20K new VIP members. Total sales result in one week ranked right after two promotion peaks of the year.
CAMPAIGN CREATIVE ASSETS
The creative assets produced were implicated on COS global channels due to its own high quality.
COS will continue to explore the realm of the art world and bring more inspiring and positive ideas to consumers. We are looking forward to support it along the way.