July, 2023
Brand Ambassador Campaign: Esther Yu x Christian Louboutin
Christian Louboutin appointed Chinese actress Esther Yu (20M+ followers) as the brand’s official ambassador in China. The ambassador announcement was strategically timed to coincide with the launch of the Chinese Valentine’s Day Capsule Collection, allowing both campaigns to amplify each other. Spanning Instagram, Weibo, and Xiaohongshu, the integrated campaign combined high-impact visuals with localized storytelling—generating over 10 million social media impressions across platforms. The collaboration also secured premium coverage in Vogue China and contributed to a 12% increase in online sales during the campaign period.
My Role
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Conducted benchmarking research on ambassador strategies at Louis Vuitton, BVLGARI, and Dior to inform positioning
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Drafted the initial proposal for Esther Yu’s ambassadorship and facilitated alignment across PR, legal, and marketing teams
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Led influencer communications from outreach and contract negotiation to daily relationship management
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Coordinated the cross-platform rollout plan across Instagram, Weibo, and Xiaohongshu
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Aligned content production and publishing schedules with the capsule collection launch to maximize campaign synergy
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Supported the drafting of Vogue China press materials and tracked post-launch performance metrics, including impressions and sales lift
Vogue China Feature: View Full Article
