This crossover marketing campaign elicited a massive response from Gen Z consumers
CoFANCY, together with Shanghai M&G Stationery Inc., launched the Highlight Lucky Box. The brands used the desire by Gen Z consumers to have a lucky new semester with a stunning look and to eliminate the inconvenience of framed glasses, developing new products and launching a new promotional campaign.
- CoFANCY invited 23 Weibo and Xiaohongshu KOLs to participate in this campaign
- CoFANCY invited design aesthetics KOL @做个东西 to participate in this campaign, launching a comments contest to obtain the highest media value.
- The other KOLs are cosmetics influencers who cleverly combined coloured contact lenses with makeup designs.
- This promotion contributed nearly 59% of CoFancy’s media value.