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Chinese Marketing Case Studies Library

Welcome to the Chinese Marketing Case Studies Library

 

So you are interested in Chinese marketing, but don’t know where to start? Why not look through some of the most successful Chinese marketing campaigns over the last few years on every platform from Weibo, to WeChat, to Live Streaming.

 

These case studies showcase what great brands can achieve with clever marketing. We hope these case studies inspire you to your own Chinese marketing success. We will be constantly updating with new case studies, so stay tuned!

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Roger Dubuis Watchmaker Uses WeChat to Promote New Timepiece


‘Roger Dubuis and Pirelli launched a WeChat campaign in mid 2017, celebrating the release of their joint creation, the ‘Excalibur Spider Pirelli’. The watch, aside from having an exquisite craftsmanship evident in it’s design, also boasts a unique feature that separates it from just about…



Burberry’s Mini-Program Designed to Drive Traffic To Stores


The goal of Burberry’s mini-program is to drive traffic to retail stores while complimenting its in-store services. Users can make plans to visit specific stores at specific times, and supplement their accounts with important personal information. They can also chat one-on-one with an online customer service…



Gucci Launches Customisable Gift Card Mini Program for WeChat Followers


Gucci’s gift card mini-program combines two highly shareable functions—one is a photo editor, which allows users to add customized Gucci stickers to their photos, while another one is e-gift cards for small items like perfume, wallet, candles, and cups. Once purchased, the user can send…



Longchamp’s Location-Based Photo Navigation System


This location-based photo sharing platform allows users to search Longchamp store locations, and use a digital map to navigate their way there. The subpage for each location is designed to look and feel like the WeChat moment sharing pages. Users can check in and share photos of…



‘My EP&L’ Program by Kering Promotes Communication and Environmental Awareness


Kering’s mini-program, “My EP&L”, allows users to calculate the environmental “profit and loss” of their purchases. They can make more informed decisions based on a score that is broken down by materials, sourcing of materials, and the manufacturing region of a product. It offers tremendous…



Michael Kors’ Pioneers Membership Mini Program


Michael Kors launched a mini-program that focused on membership services, becoming the first luxury brand to do so. Now when consumers are shopping in a Michael Kors store, they can check product details in real-time. They can also review the shopping experience and access after-sale service…



Guerlain’s Addictive Tetris Lottery Game


 To celebrate its latest lipstick, the KissKiss Matte collection, Guerlain partnered with a major player in duty-free shopping, Sunrise Duty-Free, to create a WeChat game. Within 10 days of its launch, the campaign attracted 18,582 page views and 10,000 players.   Bonhomme says, “a standard post is not…



Bottega Veneta’s Cartoon Dog Stickers For the Entire Family!


This Chinese New Year, Bottega Veneta has created a cartoon dog to celebrate the Year of the Dog.  Similar to other well-known brands, like Louis Vuitton, Bottega Veneta has created a cartoon dog character this year and has made it interactive through three kinds of…



Mulberry Brings Focus To WeChat Digital Calligraphy in Celebration of 2018 CNY


WeChat is the main digital channel that British luxury brand Mulberry uses to reach consumers across mainland China. On February 6, the brand posted an article inviting followers to create digital calligraphy spring couplets, a traditional Lunar New Year decoration that families paste on their…



Prada’s Lunar New Year Robot Dog Campaign


Last week, Prada released a video featuring a robot dog family to introduce its special Lunar New Year-themed handbag on WeChat and Weibo. The brand also launched an interactive page on WeChat to tell readers about other Lunar New Year offerings from Prada, such as…



Louis Vuitton Brings Dogs To Life With Their CNY Designs


For the 2018 Chinese New Year, Louis Vuitton created a cartoon dog for the Chinese New Year.   This dog can be found across all of the brand’s digital channels, including as a set of WeChat digital stickers (or emoji) that users can download and…



Christian Dior Introduces the Rose Des Vents for the Chinese New Year!


For 2018’s Chinese New Year, Christian Dior released a creative video for their customers. Like Giorgio Armani, French luxury brand Christian Dior also released a dedicated video to introduce the exclusive “Rose des vents” jewellery collection in celebration of the Lunar New Year.   The animated…



Fendi’s CNY 2018 Short Video


Italian luxury label Fendi this year released an animated short video crammed with traditional Chinese elements, such as fireworks, red envelopes, the Peking Opera and Chinese paper cutting, and signature Fendi items including “Kan I” handbags and the Fendi “POMPOM” to welcome the Lunar New…



Giorgio Armani’s Chinese New Year Collection


To celebrate the 2018 Chinese New Year, Gorgio Armani released a new video to launch its Chinese New Year collection.   In the 17-second video, which can be found on the brand’s official WeChat and Weibo channels, two models showcase red outfits and accessories.  …



Chanel takes on 2018 CNY with Gabrielle Fragrance WeChat and Weibo Online Event


While the Chinese New Year has not being a top priority for Chanel, they have still made an attempt to celebrate it with its fans. This year, it was in the form of an online event, where they would invite their consumers to try our…



Two Popular WeChat Case Studies to start off 2018


Guerlain’s WeChat Gamification To celebrate its latest lipstick, the KissKiss Matte collection, Guerlain partnered with a major player in duty-free shopping, Sunrise Duty-Free, to create a WeChat game. Within 10 days of its launch, the campaign attracted 18,582 page views and 10,000 players.   Bonhomme says, “a standard…



China’s Golden Week Case Study Series: Kate Spade


For China’s golden week (from October 1 through to 8), many brands have taken this public holiday as an opportunity to capture the attention of Chinese consumers. For the next 6 days, we will be looking at the different brands that have implemented campaigns over this…



China’s Golden Week Case Study Series: Tod’s


For China’s golden week (from October 1 through to 8), many brands have taken this public holiday as an opportunity to capture the attention of Chinese consumers. For the next 6 days, we will be looking at the different brands that have implemented campaigns over…



China’s Golden Week Case Study Series: Stuart Weitzman


For China’s golden week (from October 1 through to 8), many brands have taken this public holiday as an opportunity to capture the attention of Chinese consumers. For the next 6 days, we will be looking at the different brands that have implemented campaigns over…



China’s Golden Week Case Study Series: Furla


For China’s golden week (from October 1 through to 8), many brands have taken this public holiday as an opportunity to capture the attention of Chinese consumers. For the next 6 days, we will be looking at the different brands that have implemented campaigns over…



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