To celebrate the Year of the Ox, Burberry released its 2021 New Year Series themed with elements of the Ox zodiac.
- The brand invited 30 KOLs including musicians, actors, models, rappers and designers to shoot advertisements and posters.
- All KOLs participating in the event are from Weibo.
- Content-type was divided into three categories: @原来是西门大嫂 and @yuyuzhangzou released OOTD; @ Mia-Kong and @ENKAKO可乐were invited to popup stores; other KOLs posted about Burberry’s short film A New Awakening featuring Chinese New Year by director Derek Tsang, starring by Zhou Dongyu and Song Weilong.
- The campaign has tracked more than 200M impressions on Weibo via # Burberry心春由你#.