Vera needed to generate awareness and relevance with a new audience for the launch of her bridal jewelry in China, so PMH mobilized a team in Shanghai to gather strategic insights.
Their discovery: a cultural shift was underway among young brides who were walking a tightrope between traditional and modern marriages. That gave us our concept – a stylized story of a couple that met as kids, and blossomed into romance, bridging a generational gap between old and new customs. We crafted it in episodes that appeared in retail assets and on WeChat.
Vera Wang, China launch, In-Store
Vera Wang, China launch, In-Store
Vera Wang, China launch, In-Store
Vera Wang, China launch, In-Store
Vera Wang, China launch, Social media