BACKDROP
On the eve of D11, competitors are increasing their efforts to achieve sales growth during the D11 period. How to stand out among competitors and become a dark horse in the D11 has become the main demand of the brand. At the same time, in July and August, the brand has a new light sense gold glue, hoping to continue and expand the sound volume of light sense gold glue to D11, and start the grand carnival of D11 from light sense gold tape to all-star products.

OUR STRATEGY
The discussion of the Asian Games in August and September 2022 is hot, and everyone expects the athletes to go all out and perform well. However, due to the epidemic, the Asian Games could not be held as scheduled, and everyone's hope was disappointed. Taking this as an opportunity, the "Arden Games" debuted all-star high-energy products, focusing on high efficiency, high speed and high energy, and gained sound volume and attention.

CREATIVE EXECUTION
1.“Arden Games” Warm-up
- Introduce the opening ceremony of the "Arden Games" by the new generation of talented actor Zhang Xincheng assets to gain social voice
- Make use of the differentiated functions and packaging of the star products, personify the star products, and give them a vivid image of athletes participating in the “Arden Games” to warm up the D11 ceremony

2.“Arden Games” Ceremony
- Produced a video of the “Arden Games” . Zhang Xincheng, as the games commentator, talked about the efficacy and characteristics of each star product and the corresponding sports to be participated in, so that consumers were deeply impressed by the star product. Because of the vivid and playful picture, the video of the “Arden Games” was cut into 5 short videos for different star products, which were put on different media channels for publicity before the D11.
- Taking stock of the bright performance of the star product members in the "Asian Games" competition, combining the efficacy of the product with the corresponding sports, displaying the anthropomorphic award posters, pushing the “Arden Games” award ceremony to a climax and opening the D11 year-end carnival

ACHIEVEMENT
1.use interesting forms to interpret product efficacy and experience, penetrate the minds of consumers, and the brand has also gained more attention from young people
2.create assets combined with D11 to lead star products, helping e-commerce transformation