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Lee SS18 Move Your Lee Party Media Plan Prepared by

PR ObjectiveRe-connect with “millennial” PDLs under “MOVE YOUR LEE” new brand communication platform through “Jade Fusion+” collection;Continue to gain men’s business share with endorsement influence;Build Lee community through Lee Create and imbed into campaign as a brand identity and ultimately build loyalty to “millennials” PDLs;Engage more consumer for offline event experience.

PR Strategy Develop press material to call out “MOVE YOUR LEE” new brand communication platform based on brand guideline and link with endorsement & “Jade Fusion+” product;Boldly use endorsement character to bring out “MOVE YOUR LEE” brand communication platform and influence our PDLs, maximize in depth exposure through interview of Lee endorserLeverage Lee Create customization offerings to support “MOVE YOUR LEE” platform;Focus on digital media for instant coverage to create social buzz.

Message HouseMove Your Lee谁跟我走Move your Lee Party Lee 冷裤派对Jade FusionJade elementsCooling function Eddie PengNew brand ambassador4 air movements XlINE 裂变我Younger product lineLee Create DIY package to express own DNA

Communication Timeline Warm-up1st April-19th AprilPeak20th AprilSustain21th April-MayWarm-up press release to announce the campaign Ambassador 10s video invitation Offline event to invite key media editor and KOLOn-site press releaseInterview for ambassadorSeeding product to media to experience productPrint media exposureAdditional products seeding for celebrity & BJ media

Warm-up Phase • Warm-up the new brand communication platform and event information to increase media & consumers attention and start creating buzzObjective• Ambassador 10s video for media invitation to create big buzz on WeChat moment• Warm-up press release for digital media to spread out event info to consumers Tactics• 1st April-19th AprilTime• Move your Lee• New ambassador-Eddie Peng• Jade Fusion• Even infoKey message

Estimate Exposure Digital MediaKOL

Media Invitation Idea – Digital冷裤派对时间：4 月 20 日下午 13:30地点：长宁区来福士RSVP ：Switching-timeInvitation form: H5 pageTheme: 彭于晏喊你参加个冷裤派对？跟他走吗？Content: -Ambassador 10s video-Event overall-Event information

Media Invitation Idea – Hard CopyInvitation form: Video boxContent: -Ambassador video-3D greeting card (Jade fusion wave element)-Listen Eddie’s voice by earphone

Peak Phase• Officially announce the new brand communication platform and new brand ambassador • Maximize media exposure on different platform Objective• Offline event to engage all key media and KOL• Seeding Press release • Pitch interview for ambassador• Seed products and experience them onsiteTactics• 20th AprilTime• Move your Lee• New ambassador-Eddie Peng• Jade Fusion• Lee create • XLINEKey message

Media ListTotal 65 media titles with 81 editorsIncluding -16 entertainment media...