top of page
Levi's
Shu Shu/Tong X Pop Mart
No matter how old we are, deep down there's a little version of us that's still a kid. We like being mature and adult-like but we also like playing princess or getting in touch with our "girly side". It might seem odd for us to go about our day holding our Barbie, or play house with our tea sets, but we are never too old to dress up like a doll, or to express our inner child and innocence. Because we are all making up for lost time.
The Story
Mood Board
The Collection
Strategy
The story will be communicated with the customers through social media, such as Instagram with reels/short videos that tell the story in parts like "bedtime stories" to get the customer's attention and curiosity, narrating the story bit by bit, revealing the collection at the end of the.
Inspired by Pop Mart's blind box idea, the collection will include a "hidden style" which means every 80 pieces from the collection is 1 "hidden style" dress. 1:80 ratio.
Continuing in Pop Mart's style of marketing, each customer that purchases the collection will receive 2 "lottery tickets" pre-piece to participate in an opportunity on Shushu Tong's website to potentially win the chance to purchase the "hidden style" dress of the collection.
The winning customers will have 24 hours to purchase the dress. If the customer does not purchase the dress in time, once 24 hours have passed, it system will consider that as forfeited and the opportunity of purchasing the dress will be given to another customer.
bottom of page