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wholikejenni2025-11-11
wholikejenni2025-11-11
🇭🇰铜锣湾购物｜时代的眼泪Esprit惊喜回归
双层空间集合衣服、打卡、喝咖啡。3套穿搭从通勤到约会，法式&韩系设计新颖，还是记忆中的味道却多了很多惊喜。
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108
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26
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KOL / KOC Campaign · Xiaohongshu · 2025Esprit Comeback
Esprit Returns to Hong Kong
After years away, Esprit reopened its Causeway Bay flagship. CDMC Chiwa turned nostalgia, celebrity outfits, and store discovery into a searchable Xiaohongshu comeback story through 41 KOCs.
Organic celebrity wear · no paid media
216,508
Total Reads
Xiaohongshu · Nov-Dec 2025
7,835
Total Engagements
Likes · Saves · Comments
41
KOCs Deployed
26 in Nov + 15 in Dec
TVB
Organic Coverage
Earned media outcome
The comeback content field
Turning nostalgia into searchable store demand
The challenge was not simply announcing Esprit was back. The campaign had to reconnect memory, store experience, and searchable social proof.
Video
19 posts7.05%
Engagement rate
Reads57,159
High engagementPhoto + Text
22 posts2.39%
Engagement rate
Reads159,349
High reachStrategy shift
Video engagement was 2.95x stronger than photo posts
2.95x
November tested image and video content together. Once the data showed stronger video engagement, December shifted into a sharper video-first plan.
KOC video field notes
Four videos brought the comeback into the feed
Short-form videos connected styling, store discovery, and cafe moments into one visitable experience, giving audiences a clearer sense of Esprit’s Causeway Bay return.
Video
潇洒啊2025-11-25
潇洒啊2025-11-25
80年代香港的回忆！ESPRIT重磅回归啦！
11.11开业，4400平方尺双层空间。Memphis混搭Art Deco，6.5米倒挂树装置。ORIGINAL/EDITION/DENIM/XX四大系列。
321
Likes
118
Saves
8
Comments
Video
辣妹拉拉💕2025-11-22
辣妹拉拉💕2025-11-22
🎬Vlog｜esprit回归铜锣湾了🎉
一进门被6.5米高倒挂树震撼到，韩国艺术家手绘涂鸦墙。Slow Coffee Club由香港星级咖啡师主理，边逛边喝太chill。
508
Likes
44
Saves
9
Comments
Video
猫猫🐱2026-01-19
猫猫🐱2026-01-19
Esprit大变身！旗舰店还能喝咖啡买联名？
在铜锣湾Esprit，买韩系服装和进口牛仔，还能买咖啡杯、喝好咖啡，一次性搞定购物打卡和下午茶。
369
Likes
149
Saves
28
Comments
Our Approach
Four steps to lasting content equity
From nostalgia framing and KOC architecture to video-first execution and keyword saturation, the comeback was built to be searched, saved, and reused.
01
Nostalgia-First Brief
We anchored every KOC brief in personal memory: the Esprit of the 90s, rediscovered through a new Causeway Bay flagship.
02
Pyramid KOC Structure
Top-tier creators built awareness, mid-tier creators drove efficient reach, and micro-KOCs added authenticity and breadth.
03
Video-First in Month 2
After November showed that video engagement was 2.95x stronger than image posts, December shifted fully into short-form video.
04
Keyword Saturation Strategy
Each post carried keywords around Esprit return, 90s fashion, and the Causeway Bay flagship to capture platform search demand.
Top KOC Reach
Mid-tier creators drove efficient discovery
The campaign did not rely on one large creator. It built density through multiple creator tiers under the same comeback story.
01
Kaylee_慕遥
2.8萬 followers
32,589
reads
腰部體量跑出頭部數據
02
小阳同学
6.4萬 followers
21,869
reads
03
辣妹不拉拉
15.4萬 followers
19,234
reads
04
卓颖·Jessica
8.1萬 followers
18,111
reads
05
麦当当薯条
7.1萬 followers
13,802
reads
Media Outcome
Xiaohongshu buzz sparked organic TVB coverage
Sustained Xiaohongshu momentum moved the comeback beyond social content and into mainstream city conversation.
Watch TVB ReportCampaign Summary
Total Reads216,508
Total Engagements7,835
Video Eng. Rate7.05%
CPMHKD 346
CPIHKD 9.57
TVB CoverageOrganic
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