Johnny Was is a high-quality, boho-chic clothing brand that entered the Chinese market in 2021. Johnny Was partnered with WPIC to oversee the company’s entry into China. Together they were able to distinguish the brand in the highly competitive Chinese fashion market.
Focusing primarily on Douyin, a leading social media platform in China amongst female Gen-Z and millennial consumers, WPIC created a series of short videos with Chinese actresses and lifestyle influencers to promote the Johnny Was collection – all under the theme of “summer vibes”. The Douyin video strategy was complemented by a series of PR initiatives, designed to reach Johnny Was’ target audience on additional social media platforms such Little Red Book (RED), Weibo and WeChat.