Shoe brand Melissa names Chinese actress Zhao Lusi as global brand ambassador

Brazilian shoe brand Melissa has named Chinese actress and singer Zhao Lusi as its new global brand ambassador. Zhao will take part in a multi-media campaign which will be launched as part of the Chinese TMall Brand Day promotion.  

Zhao, an acclaimed actress and singer in China, is well known for her roles in Chinese dramas Oh! My Emperor, Love Like the Galaxy and Dating in the Kitchen. Aligning with the brand’s values of self-exploration and fearless expression, Zhao exemplifies the confidence of the new generation with her natural acting skills and her desire to consistently challenge herself.

In its new campaign, Zhao appears in Melissa’s Possession Roman sandals which features bright colours and a chunky heel, encapsulating her charm. The shoes themselves are recyclable, lightweight and eco-friendly, all qualities which Zhao herself aligns with.

The campaign will be promoted in Melissa’s Tmall flagship store where the brand has taken advantage of the platform’s brand day activities on April 20 to propel their new campaign and to drive sales. A check by MARKETING-INTERACTIVE saw Zhao's Weibo post announcing her new role has garnered 1,000,000 shares and 1,110,000 likes with netizens celebrating her appointment. 

MARKETING-INTERACTIVE has reached out to Melissa for more information. 

Most recently, Melissa has unveiled a pop-up store in Shanghai namely "Melissa in jelly", to showcase the Shanghai-style fashion along with a Brazilian vibe. The pop-up store featured art installations and diverse interactive experience to create a multisensory experience for consumers.

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