The Winter season is a busy time for retailer bossini with new collections and festive retail pushes to roll out. The Ketchum team has been busy supporting them in Hong Kong.

In November, bossini rolled out its brand campaign themed “‘be happy’ philosophy,” to promote the new Winter Collection and “be happy” brand values. Actress Karena Lam, recognized as the cheerful icon in town, was invited by bossini to communicate the “be happy” message.

To build the momentum of the campaign, a ‘makingof’ press release in which Karena shared her optimistic attitude along with photo highlights of the actress modeling the latest outfits in the Collection was distributed to the entertainment media as a teaser for the campaign. Later, Karena appeared in a launch event held in the bossini flagship store to share her happy moments and spread happiness by distributing lollipops to passers-by. Several one-on-one interviews with the actress were arranged to reinforce the “be happy” key message to the media.

Meanwhile, the public were invited to create a joyful record sharing 10,000 happy faces photos on the bossini promotional website. The whole campaign generated more than 60 pieces of print, electronic and online coverage within a month.

In a separate campaign to boost the Christmas sales push, bossini signed a license partnership with the lovable Paddington Bear™ to feature in a classic British collection including apparel for adults, kids and babies as well as signature accessories. To ensure that the products were considered must-buy items for Christmas, the supporting PR strategy highlighted the iconic character to various age groups.

Elanne Kwong, artist and die-hard fan of Paddington Bear, was invited to star at the collection launch to share her Christmas gifts ideas and explain her obsession with the character. The event also unveiled the bossini x Paddington Bear Figurine Gallery featuring figurines designed by Elanne as well as other well-known stylists and comic artists.

The launch successfully engaged media as well as fans of Paddington and finally captured more than 70 pieces of coverage for bossini.