Roger Vivier Bets Big on New Brand Ambassador |

Roger Vivier’s campaign video starring Alan Wren garnered over 10 million views in under 6 hours.

Observation
On July 5, French luxury designer label Roger Vivier announced domestic actor and singer Alain Ren as the brand ambassador for its fall/winter 2022 collection. The campaign video, which shows the star preparing for a first date, explores how different situations affect our mindset — and even identities. In a statement, the brand noted how Ren’s bold commitment to art and aesthetics aligns with her DNA.

netizen reaction
The campaign hashtags #RogerVivierBrandAmbassador and #Exciting (扣任心弦) garnered a combined viewership of 70 million within 6 hours. The 70-second campaign video starring the actor has garnered over 10 million views on his own Weibo account, thanks to his 24.3 million followers. This significant online engagement has translated into sales, with products styled by Ren becoming bestsellers at the group’s Tmall flagship store and offline boutiques.

Decision
Since the luxury shoemaker appointed Chinese Gen Z musician Ouyang Nana as its brand ambassador in 2019, the business has successfully reached out to young local shoppers and reinvented its brand image in the domestic market. And now this partnership with the actor can help the house reach a wider demographic. Ren not only has a solid fan following of women and girls, but he’ll also make a strong presence with his endorsement of Roger Vivier’s men’s products. Continue reading full article Here