“Freeze Your Love Moment” Bao
Fine Jewelry Launch
Executive Summary Bao Bao Wan Fine Jewelry, the world’s famous Chinese Fine Jewelry brand, is going to launch her flagship store in 8th May 2014 at Mayfair, London. This first European flagship store is going to be an important channel to show BaoBao Wan’s latest design, get connection between her European market and the headquarter in Hong Kong. A meticulously planned PR approach was pursued to strategically position Bao Bao Wan Fine Jewelry as the hot favourite of London’s glitterati, in the lead up to a high-‐octane launch. This PR flagship store launch strategy was aimed at evoking endless enthusiasm for the design sensibilities of the brand as well as drawing attention from European Fashion industry to expand the global market. British super model Cara Delevingne and Jourdan Dunn showing their huge interest in this new coming brand in the social media.
Situation Analysis In 2007, BaoBao Wan launched her fine jewelry line, Bao Bao Wan Fine Jewelry after completing her GIA Graduate Gemologist degree in Hong Kong. Feminine, powerful and culturally poignant, Wan weaves whimsical tales of her unconventional upbringing in the form of wearable art. Bao Bao Wan Fine Jewelry starts as an independent brand. The designer doesn't belong to any agency or organization. She could do whatever she wants. The jewelry style is bold exaggeration, every piece of jewelry hidden a moment of a nice story in China. As the brand personality traits shows, independent, oriental and memorable are the key message the designer wants to pass on. The proposition of this flagship store is “freeze your love moment”, because Wan as well known by her famous design tenet: “For jewelry to have soul, it has to have a story… Love brings jewelry to life”. Launched amid a globally developed fashion industry, Bao Bao Wan Fine Jewelry can’t only limited in China, Hong Kong or even if in France. She needs a clever, creative launch strategy to ensure an impact far beyond the local store environment, expand her global market and develop as an international brand. As it is mentioned before, with the headquarter store based in Hong Kong, China’s most fashion hub, only a PR-‐led flagship store launched strategy would deliver the impact required, which is quickly, with multiple publics, home and abroad.
Given the intense competition in the global fashion accessory market, a strong differentiated approach was necessary to gain quality, sustainable, diverse media attention supported by direct engagement with target publics.
Goals and Objectives Ø
Stake ‘freeze your love moment’ design idea and positioning for Bao Bao Wan globally.
Reinforce the brand’s premier position in the Europe Fine Jewelry marketplace.
Establish a strong foundation for Bao Bao Wan Fine Jewelry’s retail success.
Position Bao Bao Wan Fine Jewelry as a global retail visionary by achieving high-‐quality interest in key global markets and coverage across UK and even Europe’s leading Jewelry store in launch week.
Secure three in-‐depth feature articles in premium business and industry publications within three months.
Activate Bao Bao Wan’s employee base in UK by engaging 300 employees prior to launch.
Attract up to 15 media such as WWD, the Vogue, and the Guardian etc. to attend the launch briefing.
Achieve media coverage in national and state business, fashion, lifestyle, jewelry, retail, and celebrity publications, by executing the 12-‐month media plan on schedule.
Achieve 20 high-‐quality media stories (including one television news) within two weeks of the launch and attract at least 120 guests to the launch event.
Create sustainable interest by increasing store traffic by 10% during the first six months.
Target Publics Ø Media: specific yet diverse stores were the primary conduits to the selected consumer and industry markets. Creating a story bank of media angles, rather than a mass approach, enabled sustainable, relevant media coverage. Ø Customers: the store appeals to a broad range of customers, tastes and budgets. The campaign focused on those closely aligned to the lead store features: from 20-‐50-‐age category, mainly aim at female who belongs to middle and upper socioeconomic class, sports enthusiasts for product-‐testing technologies. These types of consumer with higher power of consumption may be interested in those kinds of customized jewelries to manifest their personality and attitude. Ø Employees: because this is the first store of Bao Bao Wan opens in UK, therefore there needn’t to be a huge work team. The team should be chosen meticulously so that makes sure everyone is elite. These 50 employees were pivotal as brand ambassadors and potential store employees, creating an ‘instant’ word-‐of-‐mouth network for this brand. Ø Celebrity: based on the clients of Bao Bao Wan in Asia, the half of her clients is celebrity. She provides the customize service to create products for different celebrities. Therefore, this special customize service should also be carried on as before, the celebrities and fashion bloggers should also be an important part of the group need to be focused on. Ø Industry: fashion, jewelry category and general retail representatives were sought to endorse Bao Bao Wan’s claims as the ‘freeze your love moment’, and to credibly position of Bao Bao Wan as a pioneer innovator among the industry.
Communication Strategy The campaign strategy is underpinned by the creative and sincere design concept – ‘freeze your love moment’. While this concept embodied the first campaign goal, delivering on it was key to achieving all three goals. The approach was to deliver a multi-‐layered yet simple launch strategy focused on: Ø The Legendary Background Of the Designer---Bao Bao Wan Bao Bao Wan was born in Beijing, China. Grandfather is the legendary Wan Li, former Chairman of the National People’s Congress. Bao Bao Wan spent the early years of her life within the confines of the city’s Presidential compound. At the tender age of 15, Bao Bao’s thirst for adventure took her abroad to finish her schooling. After graduating from the Master’s School in Westchester, N.Y. She was accepted at the prestigious liberal arts college Sarah Lawrence outside of Manhattan. As the neighbor of Chairman Mao, the first president of People’s Republic of China, baobao always traveled by her grandpa's private jet when she was a child. Moreover, she was get used to have dinner with the head leaders of the other counrties when she was just 5 years old. At the same time, as the first Chinese debutante was invited to Le Bal des débutantes de Paris, she life was always represents the endless infinite news value. Ø Unparalleled Jewelry Style Most of Bao Bao Wan’s designs in early ages are inspired by the elements in ancient China. Chinese elements are ingrained in her memory, meanwhile, the brand creation concept is indeed originated from emotion and memories, the designer hope jewelry as such a kind of media can preserve those evanescent moments. In this process, there must be a lot of memories and emotions are associated with China. As her latest collection, ancient treasure vases, also known as ‘Urns of Wisdom’, inspire China. As one of the eight auspicious symbols of Buddhism, they represent the storage and the satisfaction of material desires, and is vessels of joy and prosperity. Her design is the symbol of the combination of oriental and occidental. Ø The First Flagship Store in UK Through the launch Bao Bao Wan sought to paint a picture of what the jewelry industry could strive to be. The United Kingdom was positioned as a icon of
world fashion indusrty, with Bao Bao Wan drawing on the experience and opinion of various of customers and more than 300 employees to develop a globally jewelry brand. Discussion of the global rollout of the concept helped generate media interest internationally. Ø Credibility Bao Bao Wan Fine Jewelry engaged with Poppy can Cara Delevingne. A well-‐known British fashionable socialite sister. This crucial engagement is aiming to introduce the concept and publicly confirm Bao Bao Wan Fine Jewelry’s leading trend with its ‘freeze your love moment’ motion among the fashion jewelry industry. This elevated the campaign beyond a store opening, extending media coverage. Ø Media-led A media-‐led campaign was crucial to delivering local, national and international exposure for the store, and drive traffic in-‐store. A 12-‐month media plan developed angles for global, national, business, community, fashion, sports, design, tourism, parenting, elderly and HR, retail and optical vertical media.
Implementation The method of this PR campaign was simple: build momentum without revealing the secret in pre-‐launch period; create a major launch day splash on multiple fronts; and maintain momentum post-‐launch. Ø Pre-launch: • Internal email buzz campaign: Early snippets of information were released first to employees. A Golden Ticket Competition sought ideas on employees’ dream jewelry store, with the best ideas rewarded with the opportunity to attend the launch. • Key media invitations: Selective information previews were given to key media under a global agreement. And send them a creative invitation letter.
Image-‐1 • All Media lottery program: The lottery program ‘teased’ journalists with a mysterious lottery awards. A week before the launch day, media will receive by courier a beautifully Bao Bao Wan Jewelry box with a small piece of paper inside, Medias just need to write down their names plus their organization and bring that box back on the launch day put it into a
huge opaque container, Bao Bao Wan will pick one or two boxes among them and give a unique prize to the lucky media(s).
Ø Launch Week: • Internal launch: Bao Bao Wan first unveiled the mystery to employees, showcasing their ideas in action, in-‐store. The global manager community was briefed to support the celebrations, reflecting the strategic importance of the concept to the business. Five Golden Ticket winners attended the cocktail party and reported back to all the Bao Bao Wan Fine Jewelry stakeholders as ambassadors, encouraging employee advocacy. • Media Focus: the chosen media(s) will have a unique extra chance to interview Bao Bao Wan after the launch and before the cocktail party. The briefing will be focused on the motion ‘freeze your love moment’, with Princess Beatrice and British super model sisters Poppy and Cara Delevingne. Since Bao Bao Wan usually hire no one but herself for endorsing the concept, a self-‐telling video will be shown during the launch activity. Guests were invited to try the latest collection on and experience the freeze moment by Bao Bao’s love. A general Q&A section will be open to all medias during the activities.
• Cocktail party: Celebrations will be started at 6pm on 8th of May, with guests including celebrities, fashion bloggers, designers and key media representatives and more. The event replicated a theatrical atmosphere, successfully showcasing the romantic touching store design and product range.
Ø Post Launch: Six-‐month media plan rollout: keep the exposure rate on the key media, such as W Magazine, Vogue, ELLE, etc.
Details about the Display ü
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Bao Bao Wan was regarded as Mulan when she studied abroad. “One day, I went to a video shop, a young girl stared at me”. “What’s up honey”? I asked, “Are…you…Mulan”? The cutie asked me carefully. “I was so surprised but feel a little bit proud. Because, I am such a typical Chinese”! ---Bao Bao Wan’s Interview of A Date with LuYu
Evaluation The evaluation should be built on a four-‐step process, reviewing: Ø
Outputs (message, exposure and audience reach) •
Milestones achieved (according to the launch activity schedule)
Media coverage: opportunities to see; key messages; positive vs negative comments; thematic breakdown of stories.
Social media coverage, using a specialist department to identify and score influential sites
Customer panel/focus groups
Awareness (awareness, understanding and response) •
Response to advertising
Website hits; E-‐newsletter and orders in online shop (message content analysis and recall).
Requests for information
Acceptance (change in awareness, opinion and/or behaviour) •
Sales figures, revisit weekly
Feedback from customer focus groups
Benchmark study (online)
Reference Costantino, M. (1998) Fashion Files: Fashion Marketing and PR. BT Batsford Ltd London. Conti, S. (2014) Bao Bao Wan Debuts in Europe. Available at: http://www.wwd.com/fashion-‐news/fashion-‐scoops/bao-‐bao-‐wan-‐debuts-‐in-‐e urope-‐73 96670 (Accessed: 11 February 2014). Sherman, G. and Periman, S. (2010) Fashion Public Relations. Fairchild Books New Y ork. Fashion.ifeng. (2014) Bao Bao Wan’s Little World. Available at: http://fashion.ifeng.com/luxury/special/wbbzb/ (Accessed: 18 March 2014). YouTube: LOVEGOLD. (2014) Bao Bao Wan: A Touch of Humour | LoveGold. Available at: https://www.youtube.com/watch?v=ADmaed36N7E (Accessed: 18 March 2014)
Appendix-I: Rationale This flagship store launch is about to promote the Chinese-based Fine Jewelry brand Bao Bao Wan Fine Jewelry in the Europe market. Based on the principle of Communication Paradigm, I need to play the role of the “Producer”, aiming to consider the crucial element of “Text” for the identified “Audience”. One of the most important reasons I choose Bao Bao Wan Fine Jewelry is her legendary background. Although it is also the part she doesn't want the media to focus on. However, as a newly brand which needs to expand a whole new market, despite of the excellent design itself, the designer’s story must be eye-catching as well. Moreover, back to her jewelry design, because of her special education experience, all of her design is about the combination of oriental and occidental. For instance, she used to talk about the Cross Necklace, one item of her “And the Little Ones” series. She described it with a totally different meaning. “ Many people loves cross as a decoration, however, they are not Christian, therefore, I created this tiny necklace based on the coalesce of cross in Christianity and ‘Shi Zi Jin Gang Chu’ in Buddhism (show as the attachment-1). It is not a symbol of religion, it is just a pure decoration of beauty.’’ I was deeply inspired by her words when I saw the interview, I found this brand should not only being famous in China, it must have a strong demand in UK and even Europe. London has one of the “Big Four” Fashion weeks, also be regarded as the wonderland for fashion people. However, different with the other three cities, London is famous for its alternative design concept and avant-garde status among the fashion industry. According to a survey, there must have one designer among ten people you met on the street. This special fashion industry environment gives Bao Bao Wan Fine Jewelry a perfect target basis to promote. For the brand personality and the target audience, according to Bao Bao Wan’s comment by herself, ”Every piece of my jewelry represents myself and a generation of Chinese women who are fragile yet very bold and crazy”, she told to Time Magazine, describing her collection as ‘feminine, impossible and loud’. Therefore, in the UK market, I still want to keep that brand personality so that the audiences can accept the original meaning of this brand. Furthermore, Bao Bao Wan is also famous for her customize products for the key clients. She used to design a wedding ring for Wang Xiaofei and Barbie Hsu (an outstanding young entrepreneur in catering industry and a famous Taiwanese celebrity). That ring was as the model of lots of girl’s dream wedding ring (show as attachment-2). Therefore, I am planning to carry on Bao Bao’s special service in UK. Although the brand target audience is mainly focus on the 20-50-age female and belongs to middle and upper socioeconomic class, it will also focus on the celebrities’ customize services. I use one quote from Bao Bao Wan’s design concept, “freeze your love moment” as the concept of this flagship store launch, aiming to express the amazing and breath-stopping design of Bao Bao Wan. Mayfair is an area of central London, by the east edge of Hyde Park, in the City of
Westminster. The district is now mainly commercial, with many former homes converted into offices for major corporations headquarters, embassies, and also hedge funds and real estate businesses. There remains a substantial quantity of residential property as well as some exclusive shopping and restaurants, as well as London's largest concentration of five star hotels. As I mentioned before, London has a special fashion taste for designers, Mayfair is also the basement for lots of fashion designers. This kind of environment is matches Bao Bao Wanâ€™s marketing position completely. In addition, I set the launch day as the 8th of May; it is a neither too hot nor too cold season for guests wearing their gorgeous outfits. Besides, in Chinese custom, 8 is a quite lucky number, which stands for fortune and prosperity, thus, I make the launch day on 8th of May. On media engagement part, Vogue, ELLE, Hello Magazine and WWD etc. should be the most appropriate target traditional media. Due to the main purpose of those media is fit with Bao Bao Wan Fine Jewelryâ€™s brand identity, and those media also own the largest part audiences among the fashion industry, Bao Bao Wan need to engage with them and make herself famous through those medias. On the other hand, Instagram and Facebook should be the main two parts in social media. Bao Bao Wan has already been very active on Instagram, she posts her design and daily life via this social media. Currently, she has already had 10,000 followers and on Instagram more than 9000 on Facebook, thus she should keep engaging with those people. Additionally, she hasn't run a Twitter neither for herself nor the brand. Therefore, this brand needs a twitter account to engage with the customers or communicate with its potential customers by using twitter. Originally I want to invite Princess Â Beatrice as the most important guest on the launch day because of the partly same background and experiences as Bao Bao Wan. However, taken the consideration of the Royal issues, Poppy Delevingne is the best choice. She will be invited with her sister Cara Delevingne, who is the top super model in the fashion industry. This fashion sister is regarded as the symbol icon in the British fashion industry; they will come as one of the VIP guests on the launch day. Content analysis and observation are the main method I want to use for the evaluation. Those kinds of methods can collect the data and the feedbacks accurately. Last but not the least, the budget of this PR flagship launch activity is 30 million pounds. A brief budget form will be given as Appendix-II.
Attachment-1: Cross Jewelry
Attachment-2: Wedding Ring for Celebrity Baibie Hsu and Xiaofei Wang
Appendix-II: Budget ACTIVITY
ALLOWANCE £ PRE-LAUNCH ACTIVITY Existing Internal Email Buzz Campaign
Key Media Invitations
Including the posting Media Lottery Program
Launch Activities Existing Internal Launch
budget (HR) Using
Management only Existing
Media, competitor and public comments – monitoring
Evaluation £5,000.00 Traditional and social media monitoring and evaluation (international). Monthly reports x 6 months Total Amount
Appendix-III: Press Release
6th May 2014
Tel: China: 4001-‐226-‐226/Oversea: +86-‐4001-‐226-‐226 http://www.baobaowan.com/
BAO BAO WAN OPENS ITS FIRST EUROPE FLAGSHIP STORE IN LONDON Bao Bao Wan Fine Jewelry celebrates its seven years of unforgettable moments since been founded with the opening of the first Flagship Store on Mayfair, London. The new store will boast two floors of affordable luxury, making it the first BAO BAO WAN FINE JEWELRY Concept Store in the Europe. The official opening will take place on 8 May. The store is centrally located on one of the busiest commercial area in London. The opening is in line with BAO BAO WAN FINE JEWELRY’s strategy of focusing on branded image by upgrading the quality of not only products, but also services environment. The store is the first Concept Store launched in the UK as well as Europe. “London is the fashion capital of the world and our first Flagship Store on Mayfair will amplify our position in the market as a distinctive jewelry brand. I have wanted to open a BAO BAO WAN FINE JEWELRY Flagship store in London since I finished my jewelry courses in Hong Kong. I am quite happy to have been able to realize this dream. The store will allow us to offer an unrivalled customer experience and will be a major attraction for shoppers from across the globe”. Said by Bao Bao Wan, the designer for BAO BAO WAN FINE JEWELRY. The 200-square-metre store will decorate with black and red, the typical colour same as the BAO BAO WAN FINE JEWELRY online store. The exquisitely crafted jewelries display in the first floor are from the finest of materials, including black diamonds, Tahitian pearls and 18k pink gold, these charming pieces demonstrate exceptional craftsmanship. I find the fine jewellery pagoda designs particularly breathtaking, especially the Pagoda ring pictured below, which perfectly echoes the designers description of her work as "feminine, impossible and loud''. On the second floor, there are several separate rooms special for VIP clients or some other customers who have customize requests. The decoration enables a better opportunity to present products with enhanced lighting and display, whilst keeping the brand’s DNA.
Many authority media and famous celebrities show their high concern about this flagship store launch activity. On the occasion, Poppy and Cara Delevingne sisters and other fashion icons will be invited to the launch activity on 8th of May. About BAO BAO WAN FINE JEWELRY Bao Bao Wan Fine Jewelry was launched by Bao Bao Wan in 2007 after she completed her GIA Graduate Gemologist degree in Hong Kong. Feminine, powerful and culturally poignant, Wan weaves whimsical tales of her unconventional upbringing in the form of wearable art. “For jewelry to have soul, it has to have a story,” she says. “It brings jewelry to life.” She aims to design for the woman who can be casual, nonchalant but with lashings of irreverent glamour. All of her pieces are created with a special technique where 18K yellow gold, white gold, rose gold or black gold are oxidized, creating an extraordinary range of colours and depth. Some are adorned with diamonds and coloured diamonds, others are decorated with South Sea or Tahitian Pearls, Rubies, Emeralds or Kunzite. She also pays particular attention to the architecture of movement in her designs. In ancient China, it was believed that a woman's jewelry should move in harmony with each step she takes. CONTACT For more information, please contact: Lynn Zhu, Press Head Officer Mobile: 074 4995 5622 Email: email@example.com