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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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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…



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.



Swarovski uses KOLs and WeChat’s Mini Program feature to celebrate Mothers Day


Swarovski’s Mother’s Day campaign invited celebrities and KOLs to send wishes to their mothers and also explain why Swarovski’s products make the perfect gift to WeChat users.



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.



Lipton collaborates with top Chinese Fashion designers for Pop-up tea bar


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.



Internet super star Papi Jian helps Jaeger Lecoultre reach Chinese millenials


In February earlier this year, Swiss watchmaker Jaeger LeCoultre created a stir online in China this week when it made a bold move to feature China’s number one internet celebrity Papi Jiang this year in a new advertising campaign posted on its Weibo and WeChat accounts.



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.



How Montblanc used WeChat as a platform for Philantrophy


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



Maybelline sells 10,000 lipsticks in China within two hours with KOLs and Live Streaming


In 2016, Maybelline was able to sell 10,000 lipstick products in China within two hours through leveraging the influence of celebrities and key opinion leaders.



AOMI Luxury Experience featuring KOLs, Video Marketing, Weibo and Live Streaming


AOMI in partnership with Grazia Australia and Mercedes Benz Fashion week took a few internet influencers on a 3 day adventure in Sydney, Hunter Valley and Blue Mountains.



How Bulgari successfully used KOL Kris Wu on WeChat to promote “See now, Buy now” campign


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.



Swarvoski shares secrets in ‘Sparking Secrets’ campaign


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.



Tourism New Zealand showcases destination through Weibo and KOLs, attracting over 592,000 likes at one point


Lots of international companies have already tasted success on the most popular social network in China. In 2011, Tourism New Zealand signed up multi-award-winning Chinese actress Yao Chen as their brand ambassador in mainland China. At the time she had more than 40 million Weibo followers.



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