Proposal提案 The innsol programinnsol 全案计划

She'd love these shades. She hasn't met the brand.她会爱上这副墨镜。只是还没爱上这个品牌。

▶ Concept · made for sunny souls▶ 概念 · made for sunny souls

A full-360 program for innsol: brand, content, and real-world moments for Gen Z women.为 innsol 打造的全方位计划：品牌、内容，以及为 Z 世代女生设计的真实体验。

01 The one truth唯一的真相

You can't sell real style with fake people.用虚假的人，卖不出真实的风格。

▶ Concept · real people, real content▶ 概念 · 真实的人，真实的内容

Gen Z women are the most authenticity-literate buyers alive. AI content doesn't read as modern. It reads as cheap, and she scrolls past.Z 世代女生是最懂辨别真假的消费者。AI 内容在她眼里不是新潮，而是廉价。她划过去，不会停留。

02 Where innsol standsinnsol 的现状

The raw material is all here.原材料，已经齐了。

01 A real factory. Real quality, fair price自有工厂，真实品质，价格实在
02 Cute product Gen Z already responds toZ 世代已经在回应的高颜值产品
03 Three viral TikToks. The audience shows upTikTok 三条爆款，受众真的会来
04 Already testing events & TikTok Shop已在试水线下活动与 TikTok Shop

What's missing isn't product. It's the brand wrapped around it.缺的不是产品，而是包裹它的品牌。

03 The gap缺口所在

The glasses say $70. The brand says $7.眼镜标价70 美元。品牌看上去只值 7 美元。

AI-heavy content · a logo and palette that read cheap · an Instagram with nothing on itAI 痕迹过重的内容 · 显得廉价的 logo 与配色 · 几乎空白的 Instagram

04 The move怎么做

Full 180. Keep the product. Rebrand everything else.彻底转身。产品保留，其余全部重塑。

01 New identity: logo, palette, brand world全新识别：logo、配色、品牌世界
02 New website + hero campaign, real people全新官网与主视觉大片，真人出镜
03 Instagram: clean restartInstagram：干净重启
04 TikTok: keep the account, new directionTikTok：账号保留，方向重调
05 No AI content. Real people, only告别 AI 内容，全部真人

A rebrand isn't the risk. Posting AI to Gen Z is.重塑不是冒险，向 Z 世代发 AI 内容才是。

05 Where she lives她在哪里

She's not hard to find. She's hard to impress.找到她不难。难的是打动她。

▶ Concept · sporty chic is the uniform▶ 概念 · 运动时髦是她的制服

TikTok

Home base主场She shops in-feed. TikTok Shop is the natural shelf, and innsol's viral posts prove she's reachable.她边刷边买，TikTok Shop 是天然货架。innsol 的爆款视频证明触达得到她。

IRL

The moment现场Beaches, run clubs, pop-ups. Experience is the new ad, and she brings her own camera.海滩、跑团、快闪店。体验就是新的广告，而且她自带相机。

Collabs

The fast lane快车道Swim, jewelry, activewear. Borrowed audiences are the shortcut in.泳装、饰品、运动装。联名是最快的入口。

One audience. Three doors. We open all three at once.同一群人，三扇门。我们三扇同时推开。

06 What we'd actually run我们实际运营什么

One program. Three engines.一套计划。三台引擎。

01 / Brand01 / 品牌

The 180彻底转身

Identity, website, hero campaign. Everything she sees reads premium.识别、官网、主视觉大片。让她看到的一切都够质感。

02 / Content02 / 内容

Always-on social全年常开的社媒

TikTok + IG run monthly: shot, posted, measured. Influencers on a rhythm.TikTok 与 IG 按月运转：拍摄、发布、复盘。达人种草不间断。

03 / IRL03 / 线下

Real-world moments真实世界的时刻

Pop-ups and partnerships designed to be filmed. Every event feeds the feed.为镜头而生的快闪与联名活动。每场活动都反哺内容流。

The wheel spins one way: events make content, content builds the brand, the brand sells the product.飞轮只朝一个方向转：活动产出内容，内容累积品牌，品牌卖出产品。

07 The signature move招牌动作

An ice cream cart that sells sunglasses.一辆冰淇淋车，卖的是太阳镜。

▶ Concept · the innsol summer cart▶ 概念 · innsol 夏日小车

Free scoops on the sand. A rack of sunnies beside the cart. A queue that films itself.沙滩上免费冰淇淋，车旁一排墨镜，排队的人自己就把内容拍了。

Permit-light, budget-light, endlessly movable: Santa Monica, Miami, the Chicago lakefront, Puerto Rico. Winter? Same cart, hot chocolate, ski towns. Built to Gentle Monster standards, at beach-cart scale.手续轻、预算轻、随处可去：圣莫尼卡、迈阿密、芝加哥湖滨、波多黎各。冬天？同一辆车换上热可可，开进滑雪小镇。以 Gentle Monster 的标准打造，只是做成一辆小车的尺寸。

08 Borrowed audiences借来的流量

Collab with brands she already loves.与她已经喜爱的品牌联名。

▶ Concept · sunnies join the set▶ 概念 · 墨镜纳入组合

Swim泳装 SoCal swim capsules南加州泳装胶囊系列
Jewelry饰品 Exclusive accessory drops限量配饰联名
Active运动 Run clubs & sporty-chic drops跑团与运动时髦联名
People达人 Influencer seeding, run as a program达人种草，按长期计划运营

We've built collab engines before: Li-Ning's program was ours. Luna Lux already works inside this world, Beach Riot among them.联名引擎我们运营过：李宁的联名计划出自我们之手。Luna Lux 本就深耕这个圈子，Beach Riot 便是其客户之一。

09 Who's on it谁来做

Three specialists. One machine.三家专长。一套机器。

Lead · Strategy主导 · 策略

Strategy, brand direction, production muscle, and the one contact who holds it all together.策略、品牌方向、生产执行，以及把一切串起来的唯一对接人。

Design & Build设计 · 制造

moving parts

Spatial design, product and experiential builds. Gentle Monster-caliber craft, from cart to store.空间设计、产品与体验制作。从小车到门店，皆是 Gentle Monster 级的工艺。

Social & Community社媒 · 社群

luna lux creative

Content, social and influencer programs. Fluent in this audience, because she's part of it.内容、社媒与达人运营。懂这群人，因为她们就是这群人。

You already run a factory + a brand. We mirror it: strategy + build + voice, run as one.你们已有「工厂 + 品牌」的组合。我们与之呼应：策略 + 制造 + 声音，合而为一。

10 The company we keep与我们同行的伙伴

Culture at every tier.每个层级，皆有文化。

In Full Color

+ more更多

Curative leads strategy · Moving Parts designs & builds · Luna Lux runs social.Curative 主导策略 · Moving Parts 设计与制造 · Luna Lux 运营社媒。

11 The honest clock诚实的时间表

Too late for this summer. Right on time for next.赶不上今年夏天，正好赶上明年的。

Now → Fall现在 → 秋

Setup起步

Rebrand, systems, content engine on.品牌重塑、体系搭建、内容引擎点火。

Holiday假日季

First push首轮发力

Gifting season, first collabs, the debut.礼赠季、首批联名，新品牌亮相。

Spring春

Warm-up预热

Partnerships locked, carts built.联名敲定、小车完工。

Summer '272027 夏

Full send全力冲刺

Carts on the sand. Full speed.小车开上沙滩，全速运转。

Signing now buys the runway. Every month later shrinks next summer.现在签约，换来的是跑道。每晚一个月，明年的夏天就短一分。

12 The math we hold ourselves to我们对自己的算术

Marketing is a multiplier, not a cost.营销是乘数，不是成本。

The program全案投入

$500K

Built to move · 10× at retail目标带动 · 零售额 10 倍

$5M

Benchmarked monthly每月对标复盘 KPIs over vibes看 KPI，不看感觉 Revenue is the deliverable营收才是交付物

All three agencies push the same numbers in the same direction.三家团队朝同一组数字同向发力。

13 How to start如何开始

Pick your commitment.选择你的投入档位。

A · 6 monthsA · 6 个月

Prove it验证

Rebrand + engines on + first moments. The smallest commitment that's still big enough to work.品牌重塑 + 引擎启动 + 首批活动。仍足以见效的最小投入档。

B · 12 monthsB · 12 个月

Own a summer拿下一个夏天

The full seasonal arc: holiday, warm-up, then summer at full speed.完整的季节弧线：假日季、预热，然后盛夏全速。

C · 18 monthsC · 18 个月

Build the brand建成品牌

Two summers. Community and equity compound. Where the math gets easy.横跨两个夏天，社群与品牌资产复利累积。算术在这里变得轻松。

One retainer covers the three-agency team. A production budget funds events, shoots and drops. We size it together.一份月费覆盖三家团队；制作预算用于活动、拍摄与联名发售。我们一起把它算清楚。

→ Let's build it一起把它建起来

She already showed up once. Give her a reason to stay.她已经来过一次。给她一个留下的理由。

✕moving parts✕luna lux

A full-360 program for innsol为 innsol 打造的全方位计划

thecurative.co · movingparts.us · luna lux creative