Design has many facets, including technological, statistical and logistical engineering. Kunchi's creative design team, established 2014, is solely concentrated on two- and three-dimensional visual presentation, physical environments, and marketing narratives. Currently, over 200 client brands rely upon Kunchi creative design ingenuity to provide and enhance their visual representation, including international brands Shiseido, Henkel, Johnson & Johnson, Casio, Amore, Lion, Coty, and more.
Though the character of Kunchi's full-service design division is one of artistic exploration, it is fully committed to directing its energies toward the realization of each client's business vision. It does so with a devotion to the principles of high aesthetics, integrated with laser-sharp commercial acumen.
Shiseido's Anessa line of UV protection products is differentiated from other protective balms by the specialized blend of emollients that contribute to healthier skin. This is an elite-level, functional product with a luxury appeal.
The promotional event at Tmall was unprecedented for that category in that type of venue, so the occasion warranted brand representation that would draw crowds, but also have the inherent qualities to instill a long-lasting image of
the product in the public imagination. The decision was made to hire as spokesperson one of the most well-known faces in China, singer and dancer Wang Junkai, also known as Karry Wang. Mr. Wang is statistically one of the most visible
celebrities in China, and has represented a number of global brands, including Nike, Swatch and Dolce & Gabbana. He is also, not coincidentally, one of the wealthiest celebrities in China, and thus, brings an air of discrimination to his
commercial endorsement.
Mr. Wang also possesses youth and a notably porcelain complexion. Kunchi creative leveraged these to transform the previously unchanged visual tropes of blue sky/white beach that the brand was associated with, to Mr. Wang showing
proficiency and obvious enjoyment of a variety of outdoor sports and activities. This new characterization, overlaid upon the recognized graphic model, proved an overwhelmingly successful marketing proposition. Sales soared.
To energize interest ahead of the announcement of Anessa's new spokesperson, activities were launched simultaneously on- and offline to guess their identity.
Wang Junkai appears in a specially-produced broadcast announcing the event.
This was the first time the celebrity was associated with the Tmall platform.
A commemorative, customized gift box is offered in connection with Tmall Super Category Day:
* Anessa * Wang Junkai — Delight in the Sunlight — Summer Kit
Hashtag
activity on Weibo [e.g., #Anessa Sun Love Alliance, #Enjoy the Sunshine with Wang Junkai] was recorded in the hundred million range.
Sales on Tmall Super Category Day, an annual event, increased 199% over the previous year.
As measured by daily average, the star's fan base was recorded as having increased by 150%.
The Anessa line enjoyed sustained
market positions at number one for transactions on a single sunscreen product, single store, and a single brand.
Exposure of all activities on-and offline was gauged to surpass 500 million views/visits.
