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Page 1: Weibo / Cache-Cache
Page 2: Weibo / Cache-Cache
Page 3: Weibo / Cache-Cache
Page 4: Weibo / Cache-Cache
Page 5: Weibo / Cache-Cache
Page 6: Weibo / Cache-Cache

6 events, 1 per month Introduction of the topic of the month “#”

Engage followers through questions

Encourage followers to share their answers

become the center of discussion

Page 7: Weibo / Cache-Cache

Event 1 July 2013

Theme: #One beautiful summer day#

SUMMER CAN BE HOT AND UNBEARABLE, BUT IT CAN ALSO BE FUN! THROUGH THIS event we will ask followers to share with us their personal plan of a beautiful summer day. This will open the room for summer fashion advice from cc to all followers.

Platform: Weibo

Page 8: Weibo / Cache-Cache

Event 2 August 2013

Theme: #Love is…#Love is Cache-Cache#

Love is Cache-cache means that love is like playing hide and seek, one looks everywhere for love and when it’s found, one must chase after it. Using the qixi festival as our main focus, we will prompt the question: what is love? Generating a deeper connection between Cache-Cache and it’s followers.

Platform: Weibo

Page 9: Weibo / Cache-Cache

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1 2 3 4 5 6

7 8 9 10 11 12 13

14 15 16 17 18 19 20

21 22 23 24 25 26 27

28 29 30 31

July 2013

INTRODUCTION  OF  WEIXIN  ACCOUNT  

Event: One beautiful summer day�

LAUNCHING  OF  FIRST  EVENT  “ONE  BEAUTIFUL  SUMMER  DAY”.  

“ONE  BEAUTIFUL  SUMMER  DAY”.  

“ONE  BEAUTIFUL  SUMMER  DAY”.  

BEGIN  #LOVE  IS…#  EVENT  (QIXI  FESTIVAL)  .  1  WINNER  PER  WEEK.      

EXPLANATION  OF  QIXI  EVENT  

BEGIN  #LOVE  IS…#  EVENT  (QIXI  FESTIVAL)  .  1  WINNER  PER  WEEK.      

REVIEW  METRICS  

REVIEW  METRICS  

REVIEW  METRICS  

Page 10: Weibo / Cache-Cache

July 2013 Event: One beautiful summer day�Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1 2 3

4 5 6 7 8 9 10

11 12 13 14 15 16 17

18 19 20 21 22 23 24

25 26 27 28 29 30 31

#LOVE  IS…#  EVENT  (QIXI  FESTIVAL)  .  1  WINNER  PER  WEEK.      

#LOVE  IS…#  EVENT  (QIXI  FESTIVAL)  .  1  WINNER  PER  WEEK.      

#LOVE  IS…#  EVENT  (QIXI  FESTIVAL)  .  1  WINNER  PER  WEEK.       BEST  ANSWERS  WILL  BE  REPOSTED  

REVIEW  METRICS  

REVIEW  METRICS  

REVIEW  METRICS  

Page 11: Weibo / Cache-Cache

Event 3 September 2013

Fashion week. Fashion is your style. Creation of a mini site with a dressing game where followers will be able to create their own combination of clothing and get the price of the outfit.

Event 4 October 2013

Golden week event. Where would you like to go?

Platform: minisite

Platform: weibo

Page 12: Weibo / Cache-Cache

Event 5 November 2013

11/11m singles day. Creation of a mix and match game using different items (accessories, clothing, etc.)

Event 6 December 2013

Wishing on a snowflake. With the creation of a minisite, users will be able to share their chrismas/new year’s wishes in the form of a snowflake. Random winners will be chosen every week.

Platform: minisite

Platform: minisite

Page 13: Weibo / Cache-Cache

Other ideas Theme  

@Cache  Cache  one  clan

Form  

AcCvity  to  spread  the  brand  

concept  online

Func0on  

Through  the  dissemina0on  of  the  

concept  we  can  clarify  the  brand  

target  market  and  gather  them  

together.

Concept 1.

Create and release the “Cache Cache one clan” theme, which will be the

name for those who love the Cache Cache style, Cashe Cashe ‘Hide and Seek’

expresses the free spirit of the Cashe Cashe group; and makes people

reminisce the ‘Hide and seek’ days of their childhood.

2.

Create a “ Cache Cache one clan” minisite (or add this page to the Cache

Cache official website)

3.

Launch the “@ Cache Cache one clan” event, encouraging followers to tag

(share, invite) one of their friends who has the typical features of a Cache

Cache clan member. If a person becomes a Cache Cache one clan website

fan then they will have the chance to get an item of apparel.

Page 14: Weibo / Cache-Cache

Other ideas Theme  

The  reason  why  you  wear  “it”

Form  

Large-­‐scale  crea0ve  survey  ac0vity

Func0on  

The  survey  will  expose  how  well  

consumers  understand  the  brand.    

Concept 1.

Create an interesting questionnaire, at the beginning of

each questionnaire the participant will be asked to choose

a piece of clothing from the wardrobe, then the survey

will begin (the questionnaire will be based on 360 degree

views of clothes), and netizens will reply to the question

“Why would you wear it?”.

2.

The result of the survey on every item of clothing in the

wardrobe will be displayed on the main webpage,

attracting netizens to read it and creating browsing

interest.

3.

At the end, each item of clothing in the survey can be won

by an appointed ‘owner’, this ‘owner’ is the person who

most understands the clothing item.

Page 15: Weibo / Cache-Cache

Other ideas Theme  

The  20-­‐day  

transforma0on  diary  of  

the  girl  next  door  

Form  

Plot,  online  movie  

Func0on  

Through  the  diary  of  the  girl  next  

door,  show  the  changes  that  the  

brand  fashion  culture  can  make  on  

the  target  audience  and  the  self-­‐

realiza0on  it  can  bring.

Concept 1.

The Valentine’s collection theme is “The 20 day transformation

diary of the girl next door”, the plot details her

transformation, including her future clothing, emotional

stories, dialogues etc.”

2.

After determining the plot, we will take pictures and writing

the transformation diary for every day. We will use the script

and the pictures together to express the story.

3.

After 20 days, we will create the movie “The 20 day

transformation diary of the girl next door”, and disseminate it

on various internet platforms.

Page 16: Weibo / Cache-Cache

Example 1 #Cache Cache colours# The colour blue is a natural remedy to relax. Even if “blue” is often related to “melancholy”, at the same time this colour is also know to increase the self-confidence, reduce the stress and help keep the mind in balance. Put on a new t-shirt and let your mind and heart release.

#CC色诫#蓝色是一种天然的心情“放松剂”。尽管blue一直等同于蓝色和忧郁,但这种颜色也能增强自信心、减轻压力,且有助

于使人心态平和。当轻薄柔软的蕾丝环拥双肩,就让不设防的心思肆意泛滥吧。  

Page 17: Weibo / Cache-Cache

Example 2 #CC summer# Beautiful flowers, sweet and fresh colours, adorable accessories…they all make the summer so romantic! Take off your old clothes, change your style, give yourself a big surprise with CC!

#CC一夏#缤纷绚丽的花朵,甜蜜活泼的色彩,精致可爱的小物……无一不在渲染这个夏日愈演愈烈的烂漫气氛。收起乏味的习惯,换一种不曾尝试过的风格,和CC一起给自己个大大的Surprise吧!  

Page 18: Weibo / Cache-Cache

Example 3 #CC shooting# Use the red and the light blue to create a marine look, put a sail, an anchor and a medail on your t-shirt: you new British-nerdy style is ready, full of summer enthusiasm! Come on, let’s go to meet the 80’s!  

#CC街拍#以红白蓝为主色调的海军风Look,加入帆船、船锚或者勋章等图案和配饰的点缀,英气逼人的同时,不乏纯真

俏皮。充满度假风情的清新海风已经吹来,来吧,向80年代致敬!  

Page 19: Weibo / Cache-Cache

Example 4 # CC Club# Chatting time! Among all the cinema releases big movies from 2013 to 2015, which one are you actually looking for? 1.《Avatar2》2.《The man of Taiqi》3.《World of Warcraft》4.《Pirates of the Caribbean》5.《Ghost blows》6.《Kongfu Panda 3》7.《Star wars 7》8.《Mission impossible5》9.《Prometheus2》10.《Terminator5》9  

#CC  Club#闲聊时间到!2013-­‐2015上映大片盘点,来说说你最期待的是哪部吧!1.《阿凡达2》2.《太极侠》3.《魔兽世界》4.《加勒比海盗5》5.《鬼吹灯》6.《功夫熊猫3》7.《星球大战7》8.《碟中谍5》9.《普罗米修斯2》10.《终结者5》  

Page 20: Weibo / Cache-Cache
Page 21: Weibo / Cache-Cache

Official Microblog fans increased by 6,957 on June 1st alone and fans increased in total. Event page for La Rose de Monaco�

mont blanc

Page 22: Weibo / Cache-Cache

Microblog fans increased from May 2nd – Jun 1st

Guess Who from the shadow Period: May 5th – 18th

Douban promotion activity Period : May 7th - 25th �

Share a Beautiful Memory Period: May 21st

3 Official Microblog activities to win 4 event invitations

New topics for Grace Kelly Campaign:

•  the Rose of Monaco

•  Royal Stories

•  Monaco Introduction

•  Montblanc brilliant events

mont blanc

Page 23: Weibo / Cache-Cache

Microblog online live!

•  4 postcards in shop and reception to invite guests for Sina Live broadcast�

•  Press conference Microblog online post �

•  Sina online live warm up�

•  Event Microblog online post �

mont blanc

Page 24: Weibo / Cache-Cache

Microblog online live!

•  PC Microblog Page AD : 4,000 Clicks �

•  Live Broadcast Pre-announcement for La Rose de Monaco: May 30th to Jun 1st �

mont blanc

Page 25: Weibo / Cache-Cache

Sina microblog online live page: more than 3,600 comments on June 1st

Event introduction�

Video online event: From red carpet show to unveiling moment�

Online guests: celebrities and kols�

Event Forum: Official microblog and sina users discussion area �

Official Weibo:

mont blanc

Page 26: Weibo / Cache-Cache

Celebrities and KOLs transferred and spread official Microblog content �

CelebriCes   �

KOLs reposted the microblog content about the event �

mont blanc

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