In recognition of International Women's Day 2021, M Journey launched a powerful brand campaign for GANT, titled #Don't Listen To Others#. The campaign brought together three influential female Key Opinion Leaders (KOLs) from the fields of basketball, photography, and rap to share their personal stories and encourage women to embrace independence. These three KOLs represented leaders in their respective industries, and their stories not only offered a glimpse into their life philosophies but also reinforced the message of independent thinking for Chinese women.
This campaign enabled M Journey to help GANT establish a direct line of communication with its female audience, effectively conveying the brand's stance on supporting women's independence. Additionally, M Journey leveraged Key Opinion Consumer (KOC) collaborations on the RED platform to drive significant traffic to GANT's official channels and drive positive long-term sales impact.