Chinese Marketing Case Studies Library

In the summer of 2016, British Airways enlisted the help of Ogilvy & Mather (advertising and PR marketing agency) to create a video campaign highlighting a growing group in China’s tourism market: students studying abroad and the family they leave behind.

With growing competition from foreign tea suppliers like Teavanna and Twinings, Lipton cashed in on China’s tea craze with the help of Shanghai Fashion Week, and it’s newest platform Labelhood.

Through its WeChat platform, Michael Kors teamed up with Grazia China to create a digital editorial spread called Chic Together, which features five pairs of female Chinese personalities sporting bags and shoes form the Michael Kors Spring/Summer 2016 collection.

In an attempt to separate ‘Made in China’ from the association with cheap goods, Singapore’s Tiger beer has decided bring together product designers from all over Asia to remove the notion.

On Valentine’s Day earlier this year, Givenchy teamed up with Mr. Bags to create a pink leather bag called the Mini Horizon, which he made available on WeChat exclusively to his followers. Working together with his followers (nicknamed “Bagfans”), he managed to get all 80 pieces in the collection reserved, in just 12 minutes!

In order to promote its ‘Global Fashion Buyers Live Show’, Mei.com implemented a WeChat campaign that would list five pictures and several hints about the fashion bloggers who were going to attend the event on April 16.

This year on WeChat, as part of its philanthropic collaboration with UNICEF, German luxury brand Montblanc launched a campaign, called #PassItOn.

On April 21, Longchamp set up two mini apps to celebrate its 70t anniversary. One functioning as an e-commerce platform while the other working as a city guide. The release of these heralded Longchamp as the first luxury brand in China to use WeChat’s mini apps.

With the rapid increase of smartphones and mobile internet consumption, digital is playing an integral role in connecting fans. As a result, venues need to adapt their marketing communication to a more tech-savvy consumer base. One venue that has caught onto this trend, is the Mercedes-Benz Arena in Shanghai, an arena regarded as an architectural icon and one of, if not the most famous arenas in China.

During this past Christmas season, German luxury brand Hugo Boss showcased their “Your Time to Shine” WeChat campaign, using an interactive gift-hunting game to appeal to Chinese consumers and introduce its latest products.

Uniqlo understood quickly that China was a mobile dominated environment and having very strong physical presence in the country with their numerous stores, allowed then to launch their “Style your life” campaign back in 2014.

In 2012, Starbucks launched a new product by the name of Refresha, made from green coffee bean extract. To introduce the new drink on a large scale to their Chinese consumers, Starbucks launched a social media platform campaign that was both fun and memorable and also effectively persuaded their fans to actively participate.

Coca Cola launched its global advertising campaign in early 2013 in Europe, where it sells bottles with names common in each major European country to boost sales.