Launched a year ago, the LYCRA® MOVES YOU™ consumer brand campaign has proved a powerful rallying point for the promotional activities of INVISTA and its business partners in China – and had a big impact in the marketplace. Success of the China execution was recognized by the awards of a Gold Stevie for ‘brand experience of the year’, a Silver Stevie for ‘PR campaign of the year’, a Gold SABRE Awards in fashion and beauty category and SABRE Certificate of Excellence.
A themed roadshow with mall events in four of China’s largest cities has reached tens of thousands of consumers in late 2014. Each featured fiber and brand partnerships with leading brands, including Levi’s
, Jack & Jones
. Consumer research subsequently showed that 88% of Chinese women preferred jeans with LYCRA® fiber and 81% were willing to pay more for them.
Part of the campaign’s success – notably with younger consumers – has been carefully-managed 360 degree coverage in both conventional and social media, as well as retail environments.
Influencers and celebrities added to its attractions. So-called LYCRA® MOVERS, including real people and pop star Qi Wei and fashion icon Frankie Han, shared their stories of self-actualization associated with the spirit of LYCRA® brand – confident and free to move and express themselves physically, emotionally and creatively.
The global importance of the Chinese marketplace and the benefits of knowing your way around it are obvious. The success of the LYCRA® MOVES YOU™ campaign reflects INVISTA’s feel for Chinese consumer trends and attitudes and its close, productive relationships with the leading regional brands.