Chinese Marketing Case Studies Library

 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…

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…

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…

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…

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…

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…

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 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.

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 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.

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

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.

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.

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.

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.

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

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.