The Brief

Qumin were set with the task to raise awareness of Harrods amongst Chinese millennials and to shift the department store’s brand perception from traditional to vanguard. We wanted the Chinese audience to feel that Harrods cares.

However, Harrods had very little Chinese specific content. With strict content guidelines and restrictions alongside a difficult environment to film, we had to overcome various challenges along the way.

The Execution

Qumin created the video series ‘The Art Of The Possible’ featuring three Key Opinion Leaders (KOL) aka Influencers, who were hand-selected for their reach and engagement. The goal for each film was to generate conversation and to elevate the Harrods brand amongst their target consumers.

The Result

On releasing the first film, we achieved a 400% uplift in social reach, hitting half a million views!

This was Harrods’ most talked about content ever in China, encouraging an unprecedented spike in web-traffic and social growth.

Through understanding the brand and our audience, we aligned with ideal KOLs to represent Harrods, creating authentic and emotive content, connecting Harrods with the new wave of consumers.