Chinese fashion brand Me&City used Tencent Street View to show off its latest clothing lines, as part of a new social media campaign using the hashtag #FashionStreetView. This case study shows how, with zero media investment and minimal paid media, the brand managed to sell out its product line in a fortnight.
Case study summary:
• Tencent Street View showcases clothing for huge user base and zero media investment
• Campaigned paired with minimal paid media such as EPR / video site pre-roll
• Over 20,000,000 views, 800 times than the audiences of shanghai fashion weeks, products were sold out.
The challenge
Chinese fashion label Me&City wanted to stand out from the crowd during a key time in the catwalk season. Every Fashion Week, labels stage extravagant shows catering only to the elite. Me&City did the opposite, launching their newest collection with a show tailored to the digital savvy youth: "Fashion Street View."
The solution
The digital campaign created by Fred & Farid Shanghai uses Tencent Street View as the key media with it’s huge user base, zero media investment, and will last forever. Pairing with minimal paid media such as EPR / video site pre-roll, to maximize the campaign.
The results
Within two weeks of the launch, over 20,000,000 views, 800 times than the audiences of shanghai fashion weeks, products were sold out.
