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The favored Chinese language actor and singer’s new position as Higher China model ambassador created important on-line buzz.
What occurred
On December 27, Michael Kors appointed Chinese language actor and singer Tan Jianci, broadly often called JC-T, as its Higher China model ambassador, signaling a big shift within the model’s advertising strategy.
“JC-T is a magnetic drive with regards to his work and his model,” stated the model’s founder and designer Michael Kors in a launch. “We’re thrilled to welcome him to the Michael Kors household.”
JC-T, who stars within the Chinese language fantasy collection Misplaced You Without end, instructions a considerable following of over 15.5 million on Weibo. The announcement, accompanied by a black-and-white marketing campaign showcasing JC-T styled with a denim jacket and the model’s iconic Mila purse, generated constructive suggestions from netizens. The marketing campaign hashtags attracted 200 million views and drove over 5.7 million engagements on Weibo, inside 4 hours.
The Jing Take
This announcement marketing campaign displays Michael Kors’ efforts to rejuvenate its model picture and join with a youthful demographic. Reasonably than focusing solely on the model’s well-known purses, the marketing campaign introduces a refreshed model picture with a contemporary nuance.
To mark the appointment, the model launched the “JCTalk” artistic challenge to speak its core values on to its target market by private narratives. Proceed to learn the total article right here
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