Women’s Day Soul Sisters

What we did

RELX is a top selling e-cigarette and lifestyle brand that has received funding from Sequoia and IDG Capital. To increase the number of women users, brand recognition and lifestyle associations, PBB was asked to create a Women’s Day Campaign for Relx. This digital campaign would improve engagement with educated, working women in Tier 1 and 2 Chinese cities. PBB created a campaign around the concept “Soul Sisters” focusing on real moments spent with true friends. This campaign was executed through a lifestyle and a product photoshoot, a mood video, social media content and a special limited edition packaging that helped to increase e-commerce sales and brand positioning with women.