Chinese Marketing Case Studies Library

With the rapid increase of smartphones and mobile internet consumption, digital is playing an integral role in connecting fans. As a result, venues need to adapt their marketing communication to a more tech-savvy consumer base. One venue that has caught onto this trend, is the Mercedes-Benz Arena in Shanghai, an arena regarded as an architectural icon and one of, if not the most famous arenas in China.

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

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.

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.

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.

In 2015, Montblanc launched the ‘Mystic Moon Phase Campaign’ in order to promote their new Bohème and Heritage luxury watch collection. Although with many luxury watch brands promoting a ‘moon phase’ feature, it has been increasingly difficult for Montblanc to find a unique point of differentiation and attract consumers with the same feature.

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.

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.”