BRIEF
DAKS is a British luxury fashion brand established in 1894, it is one of the top British brands to hold royal warrants from three members of the Royal Family. To increase brand awareness amongst the young Chinese audiences, Comms8 was tasked to attract customers to its flagship store in London during the Chines Golden week in early Oct - one of the largest shopping seasons for the Chinese.
STRATEGY
Bespoke influencer marketing: Worked closely with DAKS, we selected and recruited influencers that best matest with the brand's identity - UK culture influenced, smart looking yet enjoyed a traditional and classical outfit. As the flagship store in London-based, we hand-picked KOLs who are within the area and had a deep understanding of tourism & shopping experiences around the UK.
Product-focused content strategy: To raise brand awareness among the Chinese, we selected pieces that would best fit with a Chinese/ Asian body figure and had the influencers try them on. With the KOLs wearing the pieces, we arranged photoshoot with London's highstreet as the background, to truly embrace the brand's UK heritage.
DAKS content marketing strategy on social posts
RESULT
Comms8’s marketing strategy generated over 100,000 views of content and had a high engagement with the audience - over 850 likes & 150 comments.