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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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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…



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…



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: Coach


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: Hugo Boss


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…



Givenchy uses KOL Xu Weizhou for Mother’s Day Campaign


Designer Fashion brand Givenchy decided to go with a different approach than other luxury brands during this year’s Mother’s Day. Instead of focusing their efforts through brand-customer interaction, they opted for the usage of Chinese actor Xu Weizhou, a KOL who is especially popular among millennials.



Furla’s Mother’s Day campaign lets WeChat users play around with Customised Stickers


Furla launched a photo-sharing campaign for Mother’s Day. They emphasised upon the social potential of the campaign; offering the option for users to add customised stickers that could be uploaded within its own HTML5 page.



Coach launches photo-sharing contest for Mother’s Day


On May 8, to prepare followers for Mother’s Day, Coach launched a photo-sharing campaign where participants would be able to upload photos with their mothers on WeChat to get entered into a contest for a free handbag.



Fenda’s Q&A platform engages celebrities, investors and other experts


Fenda is a WeChat-based Q&A platform. 24 days after its launch in the middle of May 2 years ago, it had finished its series A funding round with a 100 million valuation.



Cartier launches Valentine’s Day campaign using bellboys and flowers


From February 6 through Valentine’s Day, 150 specially designed limited edition “rose gold love bracelets” were available exclusively on Cartier’s WeChat online store: We-Boutique.



Furla ‘Perfect Match’ Campaign Engages Handbag Lovers with opportunity to win a bag


Furla’s ‘Perfect Match’ contest called on its fans around the globe to send in photos of themselves showing off their Furla style.



Michael Kors uses WeChat to showcase collection, and host selfie competition


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.



Toms Shoes uses Selfies to help children in need, and influence China


Back in 2014, international brands engaging in corporate social responsibility in China’s fashion industry were rare. The idea of donating to a cause for each consumer buying a product, was fairly new and companies that aimed to implement this were far and few between. However, the Californian shoe brand Toms aimed to change that.



Tiger Beer’s launches Pop-Up Marketing in New York to remove the stigma attached with “made in China”


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.



Givenchy uses Weibo star Mr Bags to promote product — 80 pieces reserved in 12 minutes


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!



Luxury E-Commerce Site Mei.com uses KOLs and WeChat to promote its ‘Global Fashion Buyers Live Show’


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.



Bally uses WeChat DIY stickers promotion to increase engagement


Recently, designer fashion house Bally initiated a campaign on WeChat in order to increase engagement among fans while at the same time, promoting their product line.



Michael Kors using WeChat for Customer Relationship Management


In collaboration with the FACEU app, luxury fashion house Michael Kors launched a video competition on WeChat in China.



Longchamp the first Luxury brand to use WeChat Miniapps


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.



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