Award: CAMPAIGN CATEGORIES \ C05. Best Use of Influencer

Changsha IFS, the new landmark complex of central China spread across an area of 74,000㎡, opened its door in May 2018, following a series of carefully planned initiatives featuring the use of KOLs and influencers, signifying a ground-breaking approach to KOL collaborations in the ‘new retail’ era.

The initiative was centred around a deep collaboration with KAWS, one of the most sought-after and influential artists of the century, who created an art piece – SEEING/WATCHING, which was not only the first joint appearance of KAWS’ best known characters, but also KAWS’ first permanent outdoor bronze sculpture in China.

This KOL collaboration enjoyed great success in terms of raising brand awareness, encouraging attendance to the opening event, driving online and offline traffic to the mall, and meeting key marketing objectives, in details: maximising the influence of KAWS, getting further endorsement from other influencers – including Justin Timberlake, Pharell Williams, JJ Lin, Jay Chou, and Mayday, to name but a few, launching the mall with a grand opening event at which KAWS made a personal appearance at Changsha IFS, providing comprehensive omni-channel marketing support, and creating continuity by extending KOL influence after the event through a pop-store and a KAWS exhibition.