Gucci released a special edition collection for this year’s Double Seven Festival (Qixi). The Garden of Eden’s forbidden apple is the inspiration behind the special edition’s visual theme. Hand-painted on this ready-to-wear collection are two opposing letters “G” that create the forbidden apple design.
To promote the collection, Gucci produced a short film called “Crush” with @林彦俊, @赵露思的微博, and four other young celebrities. Several KOLs, including @Ritatawang, @Kakakaoo-, and @唐弋婷, created promotional posts on Weibo and RED. Gucci also invited nine top fashion & beauty KOLs, like @迪拜奶奶, @陈白羊, and @大睿睿, to co-host a live-stream on RED centered around the Double Seven Festival collection.
In addition to leveraging celebrities and KOLs, Gucci launched a prize contest campaign. To enter the contest for a chance to win a prize, customers need to take a photo inside a Gucci store and create a post using the campaign’s hashtag. The campaign’s Weibo hashtag has tracked over 400M impressions.