Every Fashion Week, labels stage extravagant shows catering only to the elite. Me&City did the opposite, launching their newest collection with a show tailored to the digital savvy youth: « Fashion Street View » created by Fred & Farid Shanghai.
Tencent Street View as the key media with it’s huge user base, 0 media investment, and will last forever. Pairing with minimal paid media such as EPR / video site pre-roll, to maximize the campaign.
Over 20,000,000 views, 800 times than the audiences of shanghai fashion weeks, products are sold out within 2 weeks after the launch.
