More than ever in recent years, the public expects well-known businesses and brands to take social responsibility while providing high-quality goods and services, especially luxury brands. Therefore, we have combined the brand's public interest genes with consumer values to provide the ocean conservation concept to more consumers and maximize brand’s value.

LA MER is the first luxury brand to launch public benefit campaign. Over the years, with the concept of “Give Back What We Take From the Ocean”, the brand has been committed to protecting the marine environment by establishing LA MER Blue Heart Foundation, subsidizing marine protection community organization and launching limited edition Creme de LA MER. However, when it comes to Generation Z , how could we interact and drive these consumers to participate effectively in brand public benefit activity, rather than mere ink on paper

We focused on Gen Zs everyday social habits and personalized creative engagement to enhance the brand image in the minds of younger consumers.

We integrated brand and media platforms to maximize the publicity and interaction of "Ocean Plastic Reduction-scan one plastic product to pick up one marine litter". Each participant was able to experience the benefits of their actions on H5 thanks to the AR black technology. In this way, we helped the brand to communicate the concept and measures of marine protection to consumers in a better way and improve their cognition of LA MER.

We also introduced ten previous limited editions of Creme de LA MER, which offered an opportunity for the public to learn more about the brand's contribution to ocean conservation through the years.

At the same time, we continued to generate momentum for the campaign by creating hot social content under the topic of #共续蔚蓝心动# and utilizing the influence of global blue ambassadors and the charisma of local celebrities and KOL.

8.24 million participants took part in AR H5 "Ocean Plastic Reduction-scan one plastic product to collect one piece of marine litter". This generated more than 1.3 million UGC.

On Weibo and Wechat, we gained 60,000 new followers within one month, 84.15 million impressions of relevant content, and 460,000 engagements.

Moreover, 7000 limited edition Crème de LA MER were sold during the campaign, which is a breakthrough for the brand sales.