McCann HK wins Lee Jeans & Lee X-Line China account
Lee Jeans is launching its Lee X-Line, designed for Millennials and Gen Z shoppers in China. The brand is created for the China market and exclusively sold through e-commerce channels.
Lee Jeans Senior Marketing Director, Vincy Ho, said, “There is clearly a white space in e-commerce in China as we see a dramatic growth of online shopping. Millennials and Gen Z shoppers love the exclusivity of online store products being unavailable to mainstream stores. So we are introducing a young and trendy yet affordable line to attract the young and new shoppers to the brand repertoire.”
McCann Hong Kong and MRM//McCann Shanghai won the brand pitch in late 2017 and have quickly developed the brand campaign and subsequently the Lee X-line.
“It was exciting to develop this revolutionary brand from scratch and co-create the brand book with our client. Our inspiration was the insight that Millennials love variety and diversity in their self-expression, and approach to roles and lifestyle. This was the inspiration behind the creative idea of ‘Fission of Self’ where Millennials see their multiple selves exemplified, playing different roles and living different lives,” said Jaslin Goh, Managing Partner and Chief Strategy Officer, McCann Hong Kong.
The campaign uses an efficient pool of resources to create maximum impact via online brand video, partnership with mobile music platforms and Tmall promotion. An online video featuring ‘Fission X’ dance moves launched on 15 March 2018, showcasing the new collection in partnership with music platform Douyin. Florence Kong, Managing Partner of McCann Hong Kong added: “Apart from the online video, we are very excited to partner with the top KOLs to co-create the dance moves. This includes Zhang Xinyao with 9 million fans and Anty with a 2.5 million-person fan base in Douyin. We invite all the young people join us for the X-Dance competition.”
In a short span of time, the campaign had already achieved impressive record high results.
With media support & KOL push in Douyin Apps, the brand’s dancing videos have received more than 5M views and 447,000 likes within three days. Baidu search index increased eigh per cent vs. last week. In addition, the eye-catching welcome screen ad reached a conversion rate that is 14x higher than average.
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