In just two weeks, Xiang Bao Cui broke barriers of ACGN communities and not only engaged Luo Tianyi's fans who are mostly post-00s males, but also impressed all age groups from different cities across the country. The fans of Kang Shi Fu’s Tmall flagship store increased by 120,000, 30 times the increase in the same period last year. By using IP and the brand in collaboration through an online and offline ecosystem, enabled Xiang Bao Cui to transform their brand awareness and brand preference among Gen Z, as well as activate the brand personality and lead to better repurchase rate.
Next year will be the 10th birthday for Luo Tianyi, while Xiang Bao Cui and the fans cannot wait...for the next big PARTY. Dentsu International’s global experience agency Isobar & global media agency Carat led the communications for brand & IP throughout the party.