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Oysho Sport launches massive live streaming yoga event in Shanghai

Cashing in on yoga’s big popularity gains in China, British sportswear brand Oysho Sport has launched a massive programme in Shanghai, inviting practitioners to join.

At a single event in Shanghai, 400 yogis and influencers, along with famous instructor Jin (金鑫), gathered at an iconic ‘800 Show’ venue to train. Additionally, more than 10 million people attended the programme virtually via live streams on Weibo.

To promote the event, the brand also invited famous fitness influencer “The Long-Legged Girl” (長腿姑娘) to join the shoot.

Creative agency Tomorrow was responsible for developing strategies and creative elements for the campaign, including video, images, influencer interactions, social media, and the event itself.

“To see this level of reach with limited media spend is truly exceptional. It shows that even in a time where most attention appears to be bought; strong local insights and an offline experience combined with a flawless roll-out on social can still earn the attention of millions of consumers across China,” said Rogier Bikker, CEO of Tomorrow.

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