IWC organized a series of pop-up theme exhibitions with the theme of "The Big Pilot" in 8 cities across the country, making the hero product PILOT a hit masterpiece of the flash exhibitions. 

By collaborating with female leaders, artists, illustrators, and other professionals in exclusive workshops, they attracted more new customers while enhancing brand loyalty among existing ones. 

They also invited KOLs from Xiaohongshu/Weibo to check in on-site, creating UGC content, leveraging social media, and maximizing social buzz.