TAOBAO | IFASHION WEEK | WATCH ME
90 post 90's influencers celebrating their own style for Taobao’s iFashion Week.
The idea
Watch me is a social movement led by 90 Post 90’s Internet influencers. A 90 seconds film has been produced, as well as 90 key visuals.
Then the campaign went social; our pool of influencers released simultaneously the campaign, and asked their post 90’s fellows to also be part of the movement, celebrating their own style.
150 million views
Watch me has reached overall 680 million impressions on social media, with a total of 163 000 retweets. 85 000 people shared their own #WatchMe selfie and the video has been viewed more than 150 million times.
“90 post 90's influencers, for the biggest social campaign of 2016 in China”
— Adquan Magazine
Credits
Agency: FRED & FARID Shanghai
Client: Taobao, Alibaba Group
Title of ad: Watch Me
Brand Supervisors: Chris Tung, Yuanyuan Yang, Huanhuan Yu, Notbad Yang
Chief Creative Officers: Fred & Farid
Executive Creative Director: Feng Huang
Copywriter: Adrien Goris, Chris Wang
Art Directors: Adrien Goris, Frank Lin
Agency Supervisors: Kelly Gao, Nichole Niu, Ke Li
Executive Producer: Karim Naceur
Director & Photographer: Ka Xiaoxi
Editor: Blinde Wu
Music Producer: Leo Copet
Social Media Strategist: Baron Chen
Agency Producer: Moca Tang
Production Company: 5E Productions
Producer: Lucas Lechevalier, Matthieu Belin
Sound Mixing: Matthew Xu
Motion Graphic: Jim Sun