Gucci released a collection celebrating Chinese New Year, the 50th anniversary of Japanese anime character Doraemon and the grand opening of Gucci’s Tmall flagship store.
- The brand invited more than 100 KOLs to promote the new series
- In addition to launching interactive experiences online, the brand opened pop-up stores in 9 cities including Beijing, Shanghai and Chengdu, attracting a large number of KOLs and KOCs.
- Fashion KOL @深夜徐老师 interacted with followers, posing as Doraemon. He also held an interactive lottery for Gucci products, achieving the highest media value and follower interaction rate of all KOL posts for this campaign.
- The campaign has tracked more than 380M impressions on Weibo via #哆啦A梦xGUCCI联名系列#.