Utilizing the strong fashion element from the film and book series, we identified leading Asian American fashion designers, editors and influencers and brought them together for an early VIP screening event of ‘Crazy Rich Asians’ with Asian Americans in fashion and media to raise awareness and voice support for the film. Fashion elite, including Prabal Gurung, Kathleen Hou, Diana Tsui, Phillip Lim, Humberto Leon, Carol Lim, and more hosted the private event.
Leveraging Asian American influencers and industry tastemakers to share the fashion screening event experience on social, we had the official ‘CRA’ social channels doing live Instagram posts and Instagram stories while tagging high-profile designers and influencers in attendance. Each host committee member shared on their social handles and tagged the official CRA handles and campaign hashtags.
The screening event reached not only our target audience of Asian Americans, but the greater general audience as well, who are into fashion and follow industry news, and was a huge turning point in the campaign.