Entry Details

1. Nameson Holdings LimitedIPO listingPR Awards is organised by Marketing magazine, a division of Lighthouse Independent Media Ltd. 2/F Connaught Harbourfront House, 35-36 Connaught Road West, Sheung Wan, Hong KongTel: + 852-2861-1882 Fax: + 852-2861-1336 www.marketing-interactive.com

2. Entry Details 1. Entry Category: Best PR Campaign – Media Relations 2. Name of Campaign: A Sense of Occasion 3. Name of Company: Nameson Holdings Limited 4. Name of PR Agency: Strategic Public Relations Group (“SPRG”)

3. Entry Video Corporate Video Highlights https://www.dropbox.com/s/3ean5zr37s7eqdp/Project%20Knit%20-%202-min%20version%20%28for%20listing%20ceremony%29.mp4?dl=0

4. Challenge • Overall Challenge: Seeking to list in Hong Kong amid a volatile macro economic environment and negative market sentiment. Challenges during the listing exercise period: • Chinese stock market crash began in mid-June 2015, severely eroding investor confidence. The crash also affected the Hong Kong IPO market as 56 out of 118 IPOs launched between July 2015 and April 2016 fell below their offer price • Investors’ hesitation in investing in Nameson due to its perceived over-reliance on major clients, especially UNIQLO, one of the world’s three fast fashion giants, only worsened when Fast Retailing cut profit estimates – the parent company of UNIQLO and the largest client of Nameson – right before its listing • Limited understanding of the business nature of Nameson, which many viewed as merely an OEM for renowned international apparel brands, posed a further problem. Many were unacquainted with the ODM business model • Campaign period :18 July 2015 - 25 April 2016 • Key Objectives: As Nameson’s PR and investor relations (IR) partner, SPRG is responsible for the following: • Clear investors and media’s concerns about its client’s (UNIQLO) dip in performance, including suggestions of Nameson’s over reliance on such key clients • Deliver clear messages that Nameson is much more than an Original Equipment Manufacturer (OEM) for renowned international brands, but also an Original Design Manufacturer (ODM) with strong design and development capabilities • Draw the media’s attention to the company’s immense potential, owing in part to its ODM business model • Distinguish Nameson from other companies seeking to list during the same time by highlighting the company’s strong fundamentals, well-established market position, proven financial track record and dividend commitment • Target audience: Potential retail and institutional investors, general public and the media • Budget:Approximately US$160,000 (strictly confidential)

5. Strategy • Campaign Concept: Effectively engage media members, particularly those with significant influence and prominence in Hong Kong’s financial media circles, by piquing their interest in Nameson through the senses of sight, sound and touch – appropriate given the company’s area of expertise. Such engagement would be essential given the unfavourable market conditions during the campaign period, and would also allow concerns to be converted into opportunities for showcasing Nameson’s true worth, creating the catalyst for its IPO drive. • Core Strategies: • Turn concerns into opportunities for showcasing Nameson’s true value; creating the catalyst for its IPO drive • We developed clear messages to highlight i) Nameson’s diversified clientele; ii) its new plants in Vietnam; and iii) the company is both an OEM and ODM. We subsequently employed various PR channels to disseminate these key messages as we felt that its achievements would resonate with the general public, media and investment community, and thereby garner goodwill that would benefit the company’s IPO. Such unique messages included the following: • Nameson is among the top five knitwear manufacturers in China providing one-stop in-house solutions for knitwear products, spanning product design, development and manufacturing • The company’s long-term ties with international apparel brands such as UNIQLO, Tommy Hilfiger and Lands’ End range from eight to 20 years. Such longstanding relationships are a testament to its consistently high-quality products and strong R&D capabilities, which are not easily replicated. This greatly enhances its reputation in the knitwear industry and increases its ability to attract new customers globally, as reflected by the securing of 13 international and Chinese apparel brands as new customers from April 2014 to March 2016 • Nameson has production bases strategically located in Vietnam to take advantage of the low-cost environment and favourable trade policies

6. Strategy • Creative Rationale: • Stimulating the senses to highlight Nameson’s strong design and development credentials and manufacturing prowess • To pique investors and the media’s interest in Nameson amid the unfavourable market conditions, we sought to stimulate their sense of sight, sound and touch, which is appropriate given the company’s area of expertise. Correspondingly, we suggested adding product displays at its investor presentation (“IP”) and press conference (“PC”), as well as for its design and development team to personally introduce the products to the attendees of the two events so that they could better appreciate Nameson’s innovative product offerings. We also advised the management to showcase the company’s fashionable spring and summer items to clear up the common misconception that knitwear is only for fall and winter • To provide suitable stimulation to the eyes and ears, we produced a powerful corporate video complete with computer graphics to highlight Nameson’s advanced technologies, highly automated production and innovativeness – the essential components that have made its products stand out from rivals – thus also reaffirming its ODM credentials • To address the sense of touch, we suggested that Nameson distribute its knitwear to attendees of the IP and PC. In this way, potential investors would actually feel the quality of Nameson’s products • A knitwear emblazoned with the The Stock Exchange of Hong Kong Limited (HKEx) name and logo was also created for presentation to representatives of HKEx during the listing ceremony. The gift would help capture media eyeballs and thereby further raise the profile of Nameson among investors • All of these efforts were crucial for drumming up support and interest in Nameson, especially given the unfavourable market conditions.

7. Execution • A variety of PR tools were used at specific stages of Nameson’s listing exercise to create maximum impact and enhance engagement with the media, including the following: • Pre-listing – Education and preparation • SPRG developed clear messages and selected images to highlight Nameson’s business, which were subsequently uploaded onto its corporate website as content for a comprehensive corporate video • Crisis management guidelines were developed to prepare staff to deal with all possible contingencies • SPRG provided the management with media training to prepare them for media Q&A and the IPO exercise, so that the management could clearly deliverer and highlight the key messages developed • SPRG developed concepts and worked closely with Nameson on a number of areas, including developing product displays at its IPPC and selecting guest souvenirs • Global offering – Capturing the attention of target audiences • Influential media including Hong Kong Economic Times, Hong Kong Economic Journal, Hong Kong Commercial Daily, Apple Daily, Sing Tao Daily were invited to attend the large-scale PC, which also featured displays for the company’s products. The PC would prove pivotal in directing the attention of the media to the company’s strong investment value • Showcase Nameson’s fashionable spring and summer products at the IPPC so that investors and the media can appreciate the company’s products • Have Nameson’s design and development team introduce the company’s products at the IPPC in order for investors and the media to understand the effort that went behind the creation of such products

8. Execution(cont.) • Global offering – Capturing the attention of target audiences (cont.) • Distribute Nameson’s knitwear to attendees as souvenirs at the IPPC • Show a eye-catching corporate video during the IPPC to provide an overview of the company to investors and the media • Favourable information about Nameson was disseminated to the media, such as its excellent financial performance and renowned cornerstone investors, including Fast Retailing (parent company of UNIQLO), Shima Seiki, Shima Seiki (HK) and Talent Charm. Such information was used to help generate interest among investors and highlight Nameson’s growth potential • We closely monitored the media, timely issuing favourable messages to sustain coverage • Listing and post listing • Present a knitwear woven with the The Stock Exchange of Hong Kong Limited (HKEx) name and logo to representatives of HKExduring the listing ceremony to impress and attract the media • SPRG further stressed the company’s excellent business and financial position among the investment community. Exclusive meetings were also organised with opinion leaders including stock commentators and columnists who hold strong influence in such circles • SPRG assisted Nameson in developing a congratulatory advertisement that was published in various influential media to stress its solid customer base • SPRG managed media enquiries during and following the listing exercise

9. Results • Successful outcome resulted • 1. Nameson was warmly welcomed by investors despite the unstable market conditions • The Hong Kong public offer raised net proceeds of around US$70.8 million and was oversubscribed 12.7 times – the highest among companies seeking to list during the same period • Debuted on 12 April 2016, and despite four IPOs listing on the same day, Nameson’s stock price rose 6.7% – up from HK$1.20 to HK$1.27 • High liquidity on first trading day – around 131 million shares traded – equivalent to US$21.4 million • Nameson’s share price reached HK$1.46 on 14 April 2016, up 21.7% from its offer price (HK$1.20), demonstrating investors’ immense confidence in the company • Average share price stood at HK$1.328 from its listing date to 29 Apr 2016, up 10.7% from its offer price, despite global stock market volatility • 2. Key messages developed were well received by the media with extensive news coverage, which further drew attention from the investment community • More than 422 news items from the print and online media were generated within eight months, equivalent to PR value of more than US$2.7 million • Some media sources reported that Nameson had designed and created a souvenir for presentation to HKEx, noting its creativity as well as strong design and production capability • Effectively drew investors’ focus on Nameson’s growth potential. Management met with more than 100 investors / analysts during the company’s IP and roadshow • After the company’s successful listing, it received numbers of requests for meetings from investors and for interviews from the local and regional media

10. Results (cont.) • Nameson’s OEM and ODM business models became well known through articles released during the IPO period, underscoring the campaign’s ability to turn market attention towards Nameson’s design, development and manufacturing capability • 4. High ROI of more than 16.9 times in terms of PR value and 442.5 times in terms of PR and IR value collectively • With a budget of around US$160,000, PR value of approximately US$2.7 million and funds raised of about US$70.8 million, this campaign has achieved a high ROI of more than 16.9 times in terms of PR value and 442.5 times in terms of PR and IR value collectively

11. Supporting Visuals 1 2 3 6 4 5 1: Corporate presentation by the management with toiler-made corporate video shown at a large-scale IPPC 2: Product display at the venue for IPPC 3: Designer introduces the knitwear to investors 4: Company’s knitwear souvenirs distributed to investors and media attended IPPC 5: Chairman presents a souvenir to the HKEx representative. The knitwear, with the HKEx logo woven, demonstrating Nameson’s strong design and development capabilities :

12. Supporting Visuals (cont.) Apple Daily Hong Kong Economic Times Sing Tao 1 The Standard 3 2 1 & 2: Product display at the IPPC successfully catches media attention with positive media coverage published, highlighting its leading position in the knitwear manufacturing sector • 3 & 4: The gift to representatives of HKEx during the listing ceremony captures media eyeballs with extensive media coverage, which successfully draws the media’s attention to the company’s immense potential, owing in part to its ODM business model 5 5: Nameson was warmly welcomed by investors despite the unstable market conditions with news reporting significant net proceeds raised for its public offering and Fast Retailing (parent of UNIQLO) as one of the prominent cornerstone investors Wen Wei Po 4