“RAY OF SUNSHINE” is a digital fashion capstone project featuring a marketing promotional

campaign curated for Love Bonito. Women’s mental health is the main theme of the campaign. Through a unique sensory experience, it conveys the message of spreading love and positive energy, reminding women to take care of their soul and mental health. The campaign aims to drive marketing buzz and brand awareness, expand customer base, enhance customer loyalty and to promote the Spring/Summer collection to drive sales.

The campaign event is held at Langham Place and consists of 5 features. The main feature is the Singing bowl session, secondary one is the inspirable styling card with constellation theme. The remaining are bath bomb giveaway, gacha machine and new collection display. For the 1-minute singing bowl experience, visitors get to sit down and enjoy the singing bowl healing, becoming more concentrated. Visitors can get lucky draw at the gacha machine and get various coupons.

For the styling cards, positive and encouraging words are shown as well as constellation inspired outfits. Visitors can collect theirs to get the QR code of their sign and find corresponding IG filter to generate content to get free gift. The lookbook is also under the constellation theme, visitors can check back on related items of their zodiac sign hence to highlight the items of the new season. Offline bus promotion and in-store pre-promotion with flower giveaway are adopted to promote the event.