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On November 13, 2021, ARC'TERYX held a preview day for its first collaboration collection with Jil Sander+ at its Shanghai Hang Lung Plaza store. Spokesperson Liu Wen participated in a discussion on the collection's inspiration and the connection between outdoor sports and beauty with senior media members Cui Dan and Tang Shuang.
M Journey, as the PR company for this offline event, executed a comprehensive online communication strategy and invited over 40 media representatives and 15 well-known fashion influencers to attend and spread the word. With Liu Wen as the highlight, M Journey leveraged secondary media communication to generate extensive and prolonged brand exposure. The event was a positive boost for the Hang Lung store, resulting in a strong increase in sales and awareness.
M Journey helped the brand create on-site media, defined an influencer marketing strategy, and organically created more than 15 celebrity tweets and 60 pieces of content. Through careful selection of influencers and media outlets, M journey was able to target exactly the right customer with our multichannel approach.
