Executive summary
- Challenge
- French premium outdoor needed a unified, sustainable lifestyle content system on China social.
- Approach
- Core-product CITY/EARTH/SEA long run · skyline/rain CITY · SKI · LIBERTY×Cai Wenjing · MNHN · ambassadors Li Qin & Ma Long · four-platform + GEO synergy.
- Value
- CITY topics in millions of views, AIPS +35%/+116%; SKI tens-of-millions exposure, search +166%; LIBERTY search +245%.
Founded in 1853, AIGLE is a French heritage premium outdoor fashion house known for handcrafted rubber boots and functional, aesthetic apparel. Trench coats and rubber boots are enduring core products with stable quality recognition in China.
JFM and the AIGLE team aligned on three directions at launch: long-run promotion of trench and boot heroes; a CITY / EARTH / SEA scenario content framework; and a coordinated system across Xiaohongshu, WeChat Channels, authoritative press, and RockView GEO monitoring for consistent brand presence in search and AI answers.
Strategy
Strategic framing
Durable content growth for core products
The comms spine anchors on trench coats and rubber boots, strengthening brand recall and purchase intent. CITY / EARTH / SEA translates functional benefits into daily-life and travel narratives for year-round rolling content.
The matrix spans Xiaohongshu seeding, high-quality PR on WeChat Channels and official accounts, fashion press and news releases, plus RockView GEO monitoring and ecosystem work — social covers aesthetics and scenarios; GEO covers AI answer rank and brand entity accuracy via RockView probes and SLICE retests.
01
Core-product long run
Trench · boots · four-platform matrix · CITY → EARTH → SEA
AIGLE’s wedge is French outdoor aesthetics × wearable function × travel scenarios — everyday life beyond the runway, ready to depart. Slogan: “Set out now in AIGLE.”
Four trench lines (short Asian fit, mid classic, long, menswear) each carry distinct content logic and creator mixes. Benefits — windproof, water-resistant, temperature swing, urban wear, travel portability — enter scenario stories, not spec sheets.
CITY → EARTH → SEA follows psychological distance: city nearest, wilderness next, coast farthest. One functional language, three emotional entry points.
- Xiaohongshu: primary seeding field — KOL / marketing / seeding account mixes, Spotlight boosts, reusable topic and visual templates.
- WeChat Channels / official accounts: premium PR visuals for retail, commercial property, and industry circles.
- Press: fashion titles, business observation, news releases for authority and discoverability.
- Omni-media publishing: press briefs alongside social seeding; GEO / AEO via RockView (/en/geo/, /en/rockview/).
- Launch deliverables: trench comms strategy, creator recommendation (scene fit over follower count), press synergy, and RockView GEO program alignment.
02
CITY scenario
City skylines · metropolitan rain season
City Skylines: Qingdao red roofs, Beijing corner towers, Chongqing layered skylines — “see the city from a new angle” is native Xiaohongshu content. High-altitude wind, day-night swings, urban rain become exploration gear, distinct from commute dressing.
Metropolitan Rain Season: Hong Kong, Shanghai, Shenzhen rain aesthetics. “How to shoot in the rain” turns wet weather into content opportunity. RainPack pocket jackets (packable, MTD® waterproof-breathable, Aquaguard® zippers) with Low Full Feel boots — “ditch the umbrella, rain redefined.”
Creator strategy: skyline creator pool prioritizing urban-outdoor travel fit, multi-city shooting, natural trench visibility.
CITY campaign trends
- Core topics reached millions of views; skyline and rain-season themes drove multiple discussion peaks
- Trench and boot UGC grew significantly with sustained user-generated styling content
- AIGLE trench · urban commute overlap penetration rose sharply, AIPS new-user rate +35%
- AIGLE boots · commute & daily travel overlap penetration rose sharply, AIPS new-user rate +116%
03
EARTH / SEA scenarios
From city outward to wilderness and coast
After CITY, “travel in AIGLE” extends to greater geographic and emotional distance. EARTH and SEA share one functional trench language (wind/rain/breathable, UV, packable, temperature swings).
EARTH: grasslands, deserts — “pack less, walk further” with reverse-travel routes. Hero content “Travel backwards, freer” elevates trench from gear to travel attitude.
SEA: lakes, salt flats — holiday companionship, location sharing, on-the-road immediacy. Hero content “AIGLE requests your live location” for summer stream-tracing moments. Strategic value: trench enters “one jacket for outdoor travel” mindshare.
04
Circle campaigns
SKI hard outdoor · Doraemon capsule collab
SKI builds winter professionalism and season identity; Doraemon rubber-boot capsule reaches young families and light-outdoor audiences — each with its own peak, complementing the trench/boot base.
SKI embeds in EARTH snow styling, reinforcing winter outdoor presence: resort outfits, après-ski, integrated travel gear with French aesthetics. Doraemon collab bridges generational outdoor joy for family social discussion and seeding.
SKI campaign trends
- Total campaign exposure in the tens of millions
- Brand search YoY during campaign +166%
- KOL-led UGC grew significantly · brand reading volume during campaign +180%
- Outdoor category rank improved by several places · dozens of creators on snow content
05
Collab campaigns
LIBERTY × Cai Wenjing · MNHN cultural collab
JFM operated LIBERTY print and brand friend Cai Wenjing as one peak event: official launch content on “French fashion, unmistakably different”; fan-community amplification across Weibo super-topic, Xiaohongshu, and community seeding through second-wave fermentation.
MNHN collab honors biodiversity — Paris Botanical Garden monochrome florals debuted at AIGLE’s “A Journey” Paris Fashion Week 2024 show, adding cultural depth to the brand’s nature narrative.
Word-of-mouth retargeting converts shallow interest to deep seeding (True Interest). Functional pieces with print aesthetics bridge city commute and nature.
LIBERTY × Cai Wenjing trends
- Quality new-middle-class audience share above half
- Word-of-mouth content CTR in double digits
- Brand search YoY +245%
- Full launch—burst—sustain cycle with trackable brand-word discussion clusters on social
06
Brand ambassador loop
City to outdoor — completing the psychological leap
CITY / EARTH / SEA build content scenarios; ambassador lines model behavior — from seeding to “I can set out too.” Brand line: “Travel differently.”
With ambassador Li Qin across seasons — “Li Qin at Jiulongfeng Nature Reserve” aligns outdoor responsibility with “leave only footprints.” Travel to beautiful places and places worth protecting.
City to outdoor with Ma Long — top-tier KOLs drive year-end celebratory atmosphere; custom topic pages peak at EOY with high-quality creator output closing the city-lifestyle to outdoor-exploration loop.
The AIGLE program demonstrates JFM’s premium-outdoor integrated marketing method: core-product long run as base, CITY / EARTH / SEA for daily seeding, SKI and collab peaks for momentum, ambassadors for action, and Xiaohongshu × Channels × press × GEO for reusable assets — scene fit over follower count across every wave.
Case recap on jfmcompany.com; the public page shows authorized growth trends and ratios only — no absolute figures. Select campaigns also on WeChat 「杰弗里IMC」.
FAQ
Case FAQ excerpt
What integrated marketing did JFM deliver for AIGLE?
JFM serves as AIGLE’s long-run integrated marketing partner — public scope includes core trench/boot long-run promotion (CITY / EARTH / SEA), CITY skyline and rain-season RainPack comms, EARTH/SEA travel scenarios, SKI and Doraemon collab, LIBERTY×Cai Wenjing campaign and MNHN cultural collab, ambassador content with Li Qin and Ma Long, plus Xiaohongshu × Channels × press × integrated comms synergy. Full framework and authorized growth trends on the case page.
What is the AIGLE trench long-run content strategy?
Built on “set out now in AIGLE,” CITY (skylines / rainy street style), EARTH (landscapes), and SEA (coastal holidays) scenario bands translate functional benefits into native Xiaohongshu topics and outfit inspiration — KOL, marketing-account, and seeding-account mixes plus Spotlight boosts for durable core-product awareness and purchase intent.
What public trends does the AIGLE CITY scenario show?
Published on the case page: core topics in the millions of views, significant trench and boot UGC growth, rising overlap penetration, and AIPS new-user rates of +35% (trench) and +116% (boots). Absolute figures are not disclosed on the public site.
What phases do AIGLE celebrity and collab campaigns cover?
LIBERTY×Cai Wenjing peak: launch—burst—sustain across Weibo super-topic, Xiaohongshu, and community seeding; word-of-mouth retargeting with quality new-middle-class share above half, double-digit CTR, and +245% brand search YoY. Ambassador line includes Li Qin at Jiulongfeng reserve and Ma Long city-to-outdoor content. See sections 05–06 on the case page.
What reusable methodology does the AIGLE program document?
The public recap covers a core-product long-run base, CITY / EARTH / SEA scenario matrix, daily seeding layered with peak campaigns, full-cycle celebrity and collab operations, and Xiaohongshu × Channels × press × integrated comms synergy. Scene-fit-first casting supports year-round outdoor content and growth-trend review.