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Resonance recently launched Ermenegildo Zegna’s brand microfilm, A Rose Reborn, on Weibo, WeChat, and Youku. Released in three parts leading up to a global brand event during Shanghai Fashion Week, the film was helmed by renowned Korean director Park Chan-wook (Oldboy) and featured global and China stars Jack Huston (American Hustle) and Daniel Wu (Overheard).
To create buzz for A Rose Reborn on China social media, we teased the release of the brand microfilms across brand channels – releasing exclusive behind-the-scenes content, preview trailers, and also launched multiple fan engagements to increase sharing on WeChat and Weibo.
In combination with promotion of the brand microfilm, Resonance collaborated with some of the leading fashion magazine editors in China to integrate content educating fans on featured products and brand positioning.
Resonance partnered with China social media’s most influential fashion KOLs on Weibo and WeChat to live-tweet from the Shanghai brand event and boost awareness for the microfilm across relevant audiences.
A Rose Reborn created tremendous buzz for Ermenegildo Zegna both in China as well as around the world. The microfilms have already been viewed by millions of netizens and has been creating significant buzz among fashion tastemakers on WeChat, Weibo, and Youku.
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Resonance launches Zegna’s A Rose Reborn across China social media.
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