Replay Jeans is an Italian denim brand from the tiny town of Treviso, Italy. With only a handful of stores in China, the brand has been trying to break into the Chinese market. But with no media money, they’ve been struggling to infiltrate the highly saturated fashion market.

So how do you grab the attention of the Chinese youth and make an impact on the fashion world without spending a single dollar on any media? We had to be smart about doing it, and identify culturally relevant elements that resonate with our target audience.

The key elements of the narrative were tailored made for the Chinese market. By using data and research we could build a story this new couldn’t ignore. From the film genre - combining martial arts and zombies which are both hugely popular genres, to the famous talent we featured that have huge followings in China, to the Chinese hip hop artists used in the soundtrack, every single element of the film was carefully constructed through a data-driven lens to ensure we resonated with the Chinese youth.