Solution
- IMC strategies were used by harnessing the traditional media channels and new media at the same time, in order to expand its brand recognition among media and consumers
- Through proactive article materials distribution and development of the brand story in order to secure issues in the industry, the brand’s exposure should be expanded in quality and quantity while the favorability and consumer loyalty towards the brand are being boosted
Results
- A record brand exposure was recorded with the monthly average of 573 cases of coverage
- Through pitching for special articles in the major media channels, the brand was exposed in broadcasting, paper news, online and social media articles
- Year-on-year sales increased by 100% with the leading role of aggressive media marketing
- Its No.1 athleisure brand image was solidified
