为了迎接与Adidas合作的Ivy Park全新系列Icy Park的发布，ReflexGroup负责设计一场难忘且具影响力的礼品体验，为品牌的预热造势。每一份邮件包裹都精心设计，旨在体现系列的冰冷美学，并在社交媒体上引发热潮，放大碧昂丝这一高度期待的系列的到来。
For the launch of Ivy Park’s collection, Icy Park, in collaboration with Adidas, ReflexGroup was tasked with crafting a memorable and impactful gifting experience that would set the tone for the brand’s prelaunch buzz. Each mailer, designed to reflect the collection’s icy aesthetic, sparked excitement across social media, amplifying the arrival of Beyoncé’s highly anticipated line.
我们深知期待的力量，因此我们设计了三个不同层级的礼品，其中最具代表性的是“冰冻”——将运动鞋冻在冰块中，亲手送达给影响者和名人，邀请他们成为Ivy Park世界的一部分。
Understanding the power of anticipation, we developed three distinct tiers of gifting— with the centerpiece being the “Icy Box”—sneakers frozen in ice, hand-delivered to influencers and celebrities, inviting influencers and celebrities to become part of the Ivy Park world.
我们的预热策略迅速走红。网红、运动员和时尚达人纷纷发布拆箱视频，展示他们创意十足的方式，从冰块中取出运动鞋。他们的兴奋情绪在社交媒体上激起了一阵热潮，转化为对正式发布的更高期待。整个活动创造了滚雪球效应——每一篇帖子、每一个标签都加剧了对品牌的渴望。
Our prelaunch seeding strategy created a viral frenzy. Influencers, athletes, and icons posted unboxing videos, showing their creative ways of retrieving the sneakers from the ice. Their excitement fueled a social media buzz, translating into heightened anticipation for the official launch. The campaign created a snowball effect—each post, each hashtag, and each reveal leading to an amplified sense of exclusivity and desire around the brand.
这场火爆营销带来了巨大的期待，将Icy Park系列打造成必备之选。随着预热活动的推进，精心设计的礼品包裹不仅捕捉了系列冰冷酷感的精髓，还将礼品过程本身转变为话题引发者——使得此次发布成为时尚领域的难忘时刻。
This viral marketing generated immense anticipation for the release, solidifying Icy Park as a must-have collection. As the prelaunch unfolded, the strategic gifting mailers not only captured the icy cool essence of the collection but also turned the gifting process itself into a conversation starter—a critical touchpoint that made the launch an unforgettable moment in the fashion and lifestyle space.
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