6. 6 events, 1 per month
Introduction of the topic of the month “#”
Engage followers through questions
Encourage followers to
share their answers
become the center of
discussion

7. Event 1July 2013
Theme: #One beautiful summer day#
SUMMER CAN BE HOT AND UNBEARABLE, BUT IT CAN ALSO BE FUN! THROUGH THIS event we will ask
followers to share with us their personal plan of a beautiful summer day. This will open the
room for summer fashion advice from cc to all followers.
Platform: Weibo

8. Event 2August 2013
Theme: #Love is…#Love is Cache-Cache#
Love is Cache-cache means that love is like playing hide and seek, one looks everywhere for
love and when it’s found, one must chase after it. Using the qixi festival as our main focus,
we will prompt the question: what is love? Generating a deeper connection between Cache-
Cache and it’s followers.
Platform: Weibo

9. Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30 31
July 2013
INTRODUCTION
OF
WEIXIN
ACCOUNT
Event: One beautiful summer day
LAUNCHING
OF
FIRST
EVENT
“ONE
BEAUTIFUL
SUMMER
DAY”.
“ONE
BEAUTIFUL
SUMMER
DAY”.
“ONE
BEAUTIFUL
SUMMER
DAY”.
BEGIN
#LOVE
IS…#
EVENT
(QIXI
FESTIVAL)
.
1
WINNER
PER
WEEK.
EXPLANATION
OF
QIXI
EVENT
BEGIN
#LOVE
IS…#
EVENT
(QIXI
FESTIVAL)
.
1
WINNER
PER
WEEK.
REVIEW
METRICS
REVIEW
METRICS
REVIEW
METRICS

10. July 2013Event: One beautiful summer day
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31
#LOVE
IS…#
EVENT
(QIXI
FESTIVAL)
.
1
WINNER
PER
WEEK.
#LOVE
IS…#
EVENT
(QIXI
FESTIVAL)
.
1
WINNER
PER
WEEK.
#LOVE
IS…#
EVENT
(QIXI
FESTIVAL)
.
1
WINNER
PER
WEEK.
BEST
ANSWERS
WILL
BE
REPOSTED
REVIEW
METRICS
REVIEW
METRICS
REVIEW
METRICS

11. Event 3September 2013
Fashion week. Fashion is your style. Creation of a mini site with a dressing game where
followers will be able to create their own combination of clothing and get the price of the
outfit.
Event 4October 2013
Golden week event. Where would you like to go?
Platform: minisite
Platform: weibo

12. Event 5November 2013
11/11m singles day. Creation of a mix and match game using different items (accessories,
clothing, etc.)
Event 6December 2013
Wishing on a snowflake. With the creation of a minisite, users will be able to share their
chrismas/new year’s wishes in the form of a snowflake. Random winners will be chosen
every week.
Platform: minisite
Platform: minisite

13. Other ideas
Theme
@Cache
Cache
one
clan
Form
AcCvity
to
spread
the
brand
concept
online
Func0on
Through
the
dissemina0on
of
the
concept
we
can
clarify
the
brand
target
market
and
gather
them
together.
Concept
1.
Create and release the “Cache Cache one clan” theme, which will be the
name for those who love the Cache Cache style, Cashe Cashe ‘Hide and Seek’
expresses the free spirit of the Cashe Cashe group; and makes people
reminisce the ‘Hide and seek’ days of their childhood.
2.
Create a “ Cache Cache one clan” minisite (or add this page to the Cache
Cache official website)
3.
Launch the “@ Cache Cache one clan” event, encouraging followers to tag
(share, invite) one of their friends who has the typical features of a Cache
Cache clan member. If a person becomes a Cache Cache one clan website
fan then they will have the chance to get an item of apparel.

14. Other ideas
Theme
The
reason
why
you
wear
“it”
Form
Large-­‐scale
crea0ve
survey
ac0vity
Func0on
The
survey
will
expose
how
well
consumers
understand
the
brand.
Concept
1.
Create an interesting questionnaire, at the beginning of
each questionnaire the participant will be asked to choose
a piece of clothing from the wardrobe, then the survey
will begin (the questionnaire will be based on 360 degree
views of clothes), and netizens will reply to the question
“Why would you wear it?”.
2.
The result of the survey on every item of clothing in the
wardrobe will be displayed on the main webpage,
attracting netizens to read it and creating browsing
interest.
3.
At the end, each item of clothing in the survey can be won
by an appointed ‘owner’, this ‘owner’ is the person who
most understands the clothing item.

15. Other ideas
Theme
The
20-­‐day
transforma0on
diary
of
the
girl
next
door
Form
Plot,
online
movie
Func0on
Through
the
diary
of
the
girl
next
door,
show
the
changes
that
the
brand
fashion
culture
can
make
on
the
target
audience
and
the
self-­‐
realiza0on
it
can
bring.
Concept
1.
The Valentine’s collection theme is “The 20 day transformation
diary of the girl next door”, the plot details her
transformation, including her future clothing, emotional
stories, dialogues etc.”
2.
After determining the plot, we will take pictures and writing
the transformation diary for every day. We will use the script
and the pictures together to express the story.
3.
After 20 days, we will create the movie “The 20 day
transformation diary of the girl next door”, and disseminate it
on various internet platforms.

16. Example 1
#Cache Cache colours# The colour blue is a natural
remedy to relax. Even if “blue” is often related to
“melancholy”, at the same time this colour is also know
to increase the self-confidence, reduce the stress and
help keep the mind in balance. Put on a new t-shirt and
let your mind and heart release.
#CC色诫#蓝色是一种天然的心情“放松剂”。尽管blue一直等同
于蓝色和忧郁，但这种颜色也能增强自信心、减轻压力，且有助
于使人心态平和。当轻薄柔软的蕾丝环拥双肩，就让不设防的心
思肆意泛滥吧。

17. Example 2
#CC summer# Beautiful flowers, sweet and fresh
colours, adorable accessories…they all make the
summer so romantic! Take off your old clothes, change
your style, give yourself a big surprise with CC!
#CC一夏#缤纷绚丽的花朵，甜蜜活泼的色彩，精致可爱的小
物……无一不在渲染这个夏日愈演愈烈的烂漫气氛。收起乏
味的习惯，换一种不曾尝试过的风格，和CC一起给自己个大
大的Surprise吧！

18. Example 3
#CC shooting# Use the red and the light blue to create a
marine look, put a sail, an anchor and a medail on your t-
shirt: you new British-nerdy style is ready, full of
summer enthusiasm! Come on, let’s go to meet the 80’s!
#CC街拍#以红白蓝为主色调的海军风Look，加入帆船、船锚
或者勋章等图案和配饰的点缀，英气逼人的同时，不乏纯真
俏皮。充满度假风情的清新海风已经吹来，来吧，向80年代
致敬！

19. Example 4
# CC Club# Chatting time! Among all the cinema releases
big movies from 2013 to 2015, which one are you actually
looking for? 1.《Avatar2》2.《The man of Taiqi》3.《World
of Warcraft》4.《Pirates of the Caribbean》5.《Ghost
blows》6.《Kongfu Panda 3》7.《Star wars 7》8.《Mission
impossible5》9.《Prometheus2》10.《Terminator5》9
#CC
Club#闲聊时间到！2013-­‐2015上映大片盘点，来说说你
最期待的是哪部吧！1.《阿凡达2》2.《太极侠》3.《魔兽世
界》4.《加勒比海盗5》5.《鬼吹灯》6.《功夫熊猫3》7.《星
球大战7》8.《碟中谍5》9.《普罗米修斯2》10.《终结者5》

21. Official Microblog fans increased by 6,957 on June 1st alone and fans increased in total.
Event page for La Rose de Monaco
montblanc

22. Microblog fans increased from May 2nd – Jun 1st
Guess Who from the shadow
Period: May 5th – 18th
Douban promotion activity
Period : May 7th - 25th
Share a Beautiful Memory
Period: May 21st
3 Official Microblog activities to win 4
event invitations
New topics for Grace Kelly Campaign:
• the Rose of Monaco
• Royal Stories
• Monaco Introduction
• Montblanc brilliant events
montblanc

23. Microblog online live!
• 4 postcards in shop and reception to invite
guests for Sina Live broadcast
• Press conference Microblog online post
• Sina online live warm up
• Event Microblog online post
montblanc

24. Microblog online live!
• PC Microblog Page AD : 4,000 Clicks
• Live Broadcast Pre-announcement for La Rose de Monaco: May
30th to Jun 1st
montblanc

25. Sina microblog online live page: more than 3,600 comments on June 1st
Event introduction
Video online event:
From red carpet show to unveiling
moment
Online guests: celebrities
and kols
Event Forum: Official
microblog and sina users
discussion area
Official Weibo：
montblanc

26. Celebrities and KOLs transferred and spread official Microblog content
CelebriCes
KOLs reposted the microblog content about the event
montblanc