After reviewing the summer perfume of 2016 & 2017, Jo Malone launched its 2019 new summer limited perfume series The Blossoms on June 11. For promotion, the brand ambassador @吴青峰 launched the broadcasting program on Weibo, who is also invited to the opening ceremony of the offline experiential exhibition held at TANK Shanghai. @UNIQ-王一博 was invited to attend Qixi Festival(known as Chinese Valentine’s Day) special event at Jo Malone boutique shop in Sanlitun，Beijing. KOLs including @程晓玥YvonneChing, @MK凉凉 posted promotional content on Weibo. The Weibo hashtag#声临花镜# tracked over 230M views. The media value generated by this campaign accounted for an estimated 18.9% of all posts mentioning Jo Malone by Weibo and RED KOLs during the same time period.