Qeelin: Baby Qilin
Marie-Julie Lorenzo
Campaign details
Lead agency: Fred & Farid ShanghaiCountry: ChinaIndustry Luxury and super-premium brandsChannels used: Internet - microsites , Print - general, unspecified, Social mediaMedia budget: Up to 500k
Executive summary
This case study describes how Qeelin, a high-end jewellery brand and part of the French group Kering, was unknown as a brand in China. However, Qeelin's name was inspired from the Qilin, a mythological Chinese animal – and every Chinese knows about the Qilin. So in order to create awareness around the Qeelin brand, it was...