Esprit Returns to Hong Kong
After years away, Esprit reopened its flagship in Causeway Bay. CDMC Chiwa AI deployed 41 KOCs on Xiaohongshu to ignite buzz — driving TVB media coverage and celebrity organics from Eason Chan and Gigi Leung.
Eason Chan & Gigi Leung organically wore and shared Esprit — zero-cost celebrity exposure
Celebrity Picks
Organic Celebrity Endorsement
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KOC Content
41 posts — 22 photo · 19 video
Video · 19 posts
Engagement Rate
57,159 total reads
Photo + Text · 22 posts
Engagement Rate
159,349 total reads
Our Approach
Nostalgia-First Brief
We briefed all KOCs to anchor content in personal memory — the Esprit of the 90s, rediscovered. This triggered organic sharing behaviour from Hong Kong's 30–45 demographic.
Pyramid KOC Structure
Top-tier KOCs (100K+) built awareness. Mid-tier (10K–30K) drove the highest ROI. Micro-KOCs (1K–10K) added authenticity and breadth. All tiers published simultaneously for topic clustering.
Video-First in Month 2
November data revealed video engagement rate (7.05%) was 2.95× higher than photo posts. We shifted December entirely to video — interaction rate increased 237% and CPI dropped.
Keyword Saturation Strategy
Every post was briefed on specific keywords: "ESPRIT回歸", "九十年代fashion", "銅鑼灣旗艦店". This ensured sustained search visibility on Xiaohongshu's discovery algorithm.
Top 5 KOCs by Reach
Kaylee_慕遥
2.8萬 followers
32,589
reads
腰部體量跑出頭部數據小阳同学
6.4萬 followers
21,869
reads
辣妹不拉拉
15.4萬 followers
19,234
reads
卓颖·Jessica
8.1萬 followers
18,111
reads
麦当当薯条
7.1萬 followers
13,802
reads
Media Outcome
Campaign Sparked Organic TVB Coverage
The sustained Xiaohongshu buzz attracted unpaid TVB news coverage of Esprit's Hong Kong return — converting online word-of-mouth into mainstream media exposure.
Watch TVB ReportCampaign Summary
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