Chinese Marketing Case Studies Library

Coach, one of New York’s leading fashion brands, introduced its’ latest product line at Hong Kong International Airport. Along with JCDecaux, Coach placed digital screens and light-boxes at several areas around the airport.

Two days after its global launch, Louis Vuitton brought its #makeapromise campaign in partnership with the United Nations Children’s Fund (UNICEF) to WeChat.

Among many others, Chanel has become one of the pioneers in placing advertising campaigns on WeChat’s Moments stream by promoting its 2017 Spring/Summer Ready-to-Wear Collection.

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.

Riding on the wave of the recent Baselworld Watch and Jewelry Show in Switzerland and the high popularity of Kris Wu, a Chinese celebrity, who attended the show with the brand, Bulgari launched a “see now, buy now” campaign on WeChat for the first time.

Nike, another star of Chinese social media was fast to jump on the WeChat wagon. At the annual 2013 Nike Sports Festival in Shanghai, Nike introduced a game where attendees could scan various Nike WeChat QR Codes scattered around the arena to partake in a badge-collecting game.

Coach makes a big play in product promotions and loyalty programs via WeChat, while also giving women a chance to feature their mother on Coach’s homepage through their ‘#MyFirstCoach’ campaign,

Burberry like many other western brands in China, has also run quite a few WeChat campaigns tied in to the local festivals. Last year, from the 6th of January to the 19th, Burberry curated a collection of gifts for the Chinese New Year.

Last year, Calvin Klein drove a 50% increase in sales volume during a campaign for Chinese Valentine’s Day, carried out in August last year by matching up WeChat with outdoor screens.

In today’s mobile-led era, the importance for relatively newer businesses to make a digital impact is all the more important. Mulberry understanding this, took forward with their marketing campaign for Qixi Festival, or Chinese Valentine’s Day in August 2015.

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.

On July 13th 2012, Swarovski began a campaign called Sparking Secrets at the Shanghai Exhibition Center, sharing its crystal-making process with the public in an exhibit that incorporated a behind-the-scene look at the brand with interactive experiences.

IWC, has created an innovative Weibo campaign that focuses on China’s Mid-Autumn Festival. The campaign, The Most Stunning Moon, is encouraging participants and Weibo followers to follow the brand’s Weibo page and share a photo of the moon with a caption.

Coach released a Weibo campaign in China called Coach Footprints back in 2013. The campaign encourages any of Coach’s Weibo page followers to provide their contact information for an opportunity to win a luggage tag, valued at RMB 500 ($82).

In 2013, the Italian luxury fashion brand Fendi recently launched an interactive campaign on Weibo, Fendi Play with Colors, featuring their latest handbag collection called “Crayons.”