September 2006, a young but elegant wedding jewelry brand--‘I Do’ opened the first flagship store in Beijing. Famous for the unique brand image and fabulous product design, ‘I Do’ had become the first choice of wedding jewelry brand in China. ‘I Do’ boutique stores had been developed to over 500 stores, across 146 Chinese cities in only ten years. However, ‘I Do’ would like to be not only a wedding jewelry brand for the couples are getting married but also a warmest witness of the customers’ every important moment, including the anniversaries, birthdays etc. Thus ‘I Do’ decided to launch a series of new products named “Anniversary” to catch up with the couples who had married for several years, expanding consumer range and upgrading brand image.

1. We launched the three videos via the ‘I Do’ official online video platform on December 17, 2015

2. From December 17, 2015 to January 14, 2016, we invited the most popular Key Opinion Leaders to share the videos on their own platforms. The videos were spreading rapidly and nationally.

3. Few social topics had been generated by our audience and attracted humongous attentions. Followed by the social buzz, we launched an Html5 program on Wechat on January 17, 2016. It is an interactive program and encourages users to share among their friend circle.