BACKGROUND
The market for top luxury creams is fierce, and most luxury products take the traditional elegant route, but it is easy to ignore consumers' strong thirst for technology. La Mer brand top luxury line, the surface of the luxury is not enough, we need to explore the scientific leadership of the product, the concept of compound interest time value throughout, tightly grasp the high net worth population, arouse TA's deep perception of time and efficacy.

OUR CHALLENGE
Face cream market is a battlefield, consumers for "night cream" perception is relatively fuzzy. How to use technology to help luxury line track new growth, build science and art dream mountain, looking for "top luxury night cream" opportunities?

OUR STRATEGY
1.Immersive VIP tea party " Genaissance dream bureau", leading night anti-aging "consumption upgrade" A gilded puzzle at the beginning of the campaign, gathering the sense of belonging of the target consumer group.

2.With technology to help La Mer luxury line track new growth, for the first time to create " Genaissance art space" The exhibition in the oil tank attracted worldwide attention, which triggered collective art behavior, reflected the natural forces through digital technology, and felt the energy and vitality bursting out of art and technology.

3.Through the artistic celebrities value-added brand image, the time feelings burst out at the Genaissance moment, and the value of time is compounded. Hui Yinghong, Li Xiaoran, Wang Yang, Li Yitong and other stars incarnate time philosophers, reinterpreting the classic poems of philosophers such as Schiller, Chaplin, Shakespeare, Gorky, connecting the efficacy of the product and the feelings of time.

COMMUNICATION & ENGAGEMENT
1.The meeting of science and art at the peak: the Genaissance art creation space cooperates with top artists to create interactive installations, and takes a glimpse of the cultural essence of the brand through the top luxury line.

2.Technology to achieve night "twin" night dream: perception of skin rhythm, night glow miracle, burst night twin effect, Genaissance miracle into a dream, achievement texture life.

3.Create a Genaissance moment at the end of the year: at the end of the year, it arouses the discussion of the value of time, and life bursts with broader energy, achieving the true beauty of hidden age.

PERFORMANCE
1.Culture and art level promotes influence The establishment of the Genaissance Art Creation Space opens the public to the public the public relations activities enjoyed by LAMER's few top VIPs for the first time, and broadens the brand's artistic influence through collective artistic behaviors.

2.Data level Presents a unique Genaissance moment at the end of the year During the implementation period, the brand's data on major communication platforms such as Weibo, Douyin and Hongshu increased exponentially: the total exposure of Douyin accumulated more than 60 million, the total exposure of Weibo accumulated more than 5 million, and a single blog post triggered more than 500,000 times of forwarding and sharing. The Genaissance art creative space of scientific and artistic collision was successfully created, which fully mobilized the enthusiasm and participation of consumers, presenting a unique Genaissance moment.

3.Target group level Pyramid effect From the immersive experience of the VIP tea party to the Genaissance art creation space, the Genaissance rewards increase the adhesion of the Genaissance top guests, leaving the brand value to the real TA.