The initiative - in Beijing, Shandong, Xinjiang and its home market of Wuhan - encompasses television and outdoor advertising and goes deep to ensure the brand is properly presented on the shop floor.
The cashmere clothing market is highly competitive in China; however, most products in this category consist of tops. Maoren is using pants to enter the market, and will also roll out tops to try to broaden the category base.
The campaign was developed by Grey Global Group and its Hong Kong and China chairperson, Viveca Chan, said that drilling down to the retail level was important because Maoren mostly subcontracts the selling process to third party dealers.
"As only the Beijing outlet is directly controlled by Maoren, the company doesn't have 100 per cent control of how sales are conducted. So what we have done is to ensure the implementation details fit the advertising.
This is where many agencies fall down in their branding campaigns," she said.
Grey, in conjunction with Maoren, produced a product philosophy, called the Gulass ABC, to help sales people easily remember the core brand values: 'A' represents avant garde, underlining the point that the product is at the cutting edge of fashion. 'B' is for beauty, to convey the message that Gulass beautifies the body. 'C' is for craftsmanship, to highlight the fact that the line of clothing is of the highest quality.
Grey executives also visited all the stores selling the Gulass lines to ensure that all point-of-sales materials and the way they are presented fits with the branding campaign.
The TVC, with the tagline of 'Charming beautiful legs - love forever', features Hong Kong celebrity Carina Lau, who dances with a navy officer on the deck of an aircraft carrier. The spot highlights the functional benefit of beautifying the wearer's legs, as well as the fact that the product is warm, light and soft.
"The atmosphere is deliberately made soft because we wanted to show that the product has charm, which is part of the Gulass 'lover' positioning - that every woman wants to love and be loved," Chan said.
The campaign follows the launch of a trade initiative in the summer to promote the Gulass line at fashion shows and exhibitions in China.