Chinese Marketing Case Studies Library

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.

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.

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.

Clarins, a luxury skincare brand, launched its “Speak Out Your Love” campaign on May 10.

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.

Luxury jewelry brand, Forbidden City in collaboration with the WeChat team promotes Next Idea, a creativity competition by bringing history to life. The campaign takes an ancient painting of Zhu Yuanzhang, the emperor of the Ming Dynasty, and places a humorous twist on it.

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.

Montblanc has taken the pen, a 20th-century writing utensil, to the digital world through its latest interactice WeChat campaign. The Swiss luxury maker provides users with their brand story, starting out with a short history lesson on art and ending with a showcase of its heritage collection.

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.

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.

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

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.

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.