The Deck
Positioning
A Hong Kong social campaign for Stuart Weitzman's Vinnie line — «Elegance Without Compromise» (CBS5505, six members, March 2026), rendered in a violet-blue urban-elegant visual register.
The Perception Gap
SW's global accounts speak in international-supermodel language, leaving a clear perception gap in Hong Kong: no official local presence, little local UGC, and a RedNote feed occupied by outdated discount posts and nostalgic content.
Strategy
#MyDayMyStep — «Everyday as Runway»: repositioning SW from a «mature office brand» to «your first serious career shoe» for Hong Kong professional women aged 25–35. Content turns on four life pillars — commute dynamics, office comfort, workplace emotional resonance and Day-to-Night transitions. Instagram leads (two posts per week, peak-time scheduled) with RedNote as the second core, timed to the Hong Kong release of The Devil Wears Prada 2 (30 Apr 2026), across a four-week calendar moving from Awareness to Consideration.
Enterprise-Grade AI Workflow
Lovart + Nano Banana Pro for key visuals and product imagery; Sora 2 Pro for the hero film with Kling 1.5 & Seedance 3 producing daily short-form video; Suno for music; Claude Code + MiniMax M2.1 for task orchestration and copy; TapNow, LibTV, Comet, Tabbit and CapCut for research and editing. Visual references: Wing Shya, Tommy Ton, and the restrained urban tone of Miss Sloane and Tokyo Girl.
Compliance & Risk Control
Photorealistic product imagery paired with line-drawn figures; human final review on all AI drafts; full logging of model, date and prompt; no fabricated endorsements; Hong Kong commute scenes kept authentic; light-touch AI disclosure throughout.
Measurement
Full-funnel KPIs (1.2M total impressions, 130K reach, 3–4% engagement rate, UGC volume, redemption codes and follower growth), monitored through Meta Business Suite + RedNote Pugongying + Talkwalker + Brandwatch across both platforms.
My Role
YE Yaocheng — AI creative content production (graphics, video, music, voiceover) + brand & platform tone insight assist; I also co-owned the Content & Distribution Strategy chapter with Wang Yifei (per the deck's division-of-labour table).