SheinX #100KCHALLENGE
Creative & Creator Strategy
Creative Strategist: Nicholas Hong
Shein has been under various controversies and negative press as it grows into one of the biggest global ultra-fast fashion giant. Gen Z, the key TA of Shein, is the most diverse generation in American history, and would like to see that same representation reflected by the brands they shop with. As a result, they are more likely to favour a brand after learning about its values. So we wonder if creating long-form engaging contents with diversity, equity and inclusion in mind would drive brand favourability and shift the consumer perception.
Among hundreds of designers worldwide who submitted their work, 30 were voted by the Shein fans, and only five designers made it to the final round. And each will have an influential celebrity as a coach, including Khloé Kardashian, Law Roach, Christian Siriano, Jenna Lyons and Laurel Pantin. Four webisodes were broadcasted through Instagram and Facebook. Through the competition and fashion reality show to convey Shein's social commitment.
The campaign leverage paid ads, authentic creator content, and diverse perspectives to build brand stories and convey brand commitment. And emerging designers reach more people and get broader recognition.