Guerrilla teasers introduced the movement and a big bold TVC was launched nationwide after 6 months of censorship, making it the first of its kind to come alive across China, supported by diverse trend and lifestyle publications.

To reach out to “cooler” Chinese youths, who do not regularly consume traditional media, we deployed #THISISME graffiti at their hangouts, i.e., skate parks and underground bars. We also had an Originals interactive bus that visited these hangouts.

An interactive digital platform was launched to encourage people to define their originality for a chance to appear in a feature length campaign film.

1. Campaign Awareness

- 430 million social impressions

- 168,835 fans added

- 273,871 forwards & comments

- 1,983,943 campaign site page views

- 1,628,552 visits

- 95,165 participations

2. Net Sales Value

- Footwear: up 78%

- Apparel: up 53%

- 2nd highest growth in the sportswear market

3. Brand Familiarity

- Up 4%

4. Purchase Intention

- Up 4%

- 61% of shoppers cited the campaign as the reason for purchase

5. Brand Personality

- “Has Personality” up 12%

- “Cutting-edge” up 6%

- “Unique” up 5%

6. ROI

- 36.2%