【Campaign Analysis】— The fascinating Piaget Possession jewelry collection
Updated: Jul 24, 2021
The Piaget POSSESSION jewelry series allows you to meet beauty in every rotation.@PIAGET started the topic for the promotion of this series, and carried out the promotion in the previous month.
A total of 58 KOLs were invited to the topic. Different from the previous publicity methods, only 18 KOLs participated in the topic through Weibo this time. With the exception of the top influencer @手表腕表名表女表 and the celebrities @jjjustin0219 @刘昊然turbo as the spokespersons, the others are all tail influencers or amateurs, and they promote the products in the form of video.
The mid-end KOLs in the fashion field who are invited by Little Red Book to participate in the topic mainly promote the products by means of unboxing reviews and articles.
This topic is released in a bundle with #520情话短说#. The brand provides the personalized engraving service and the love remark gift card customization service, implying a message of "to express love".
@PIAGET's official announcement with Huang Minghao was released on 3.26. Due to the celebrity effect and an extensive fan base, it received the highest number of likes and fan interactions.
Up to now, the topic of #POSSESSION时来运转系列# has received 130 million views.