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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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Coach launches photo-sharing contest for Mother’s Day

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.

Bundesliga invites Chinese fans to submit their ultimate football dreams

As part of the Bundesliga Dream campaign, the German football league invites Chinese fans to submit their ultimate football dreams, as part of the brand’s ongoing strategy to reach 500 million football fans in China.

How NY Real Estate Agent was able to sell $13 million dollars worth of property because of WeChat

In April 2014, a New York real estate agent scored a $13 million dollar sale by using WeChat to communicate with her customer. Yue (Emma) Hao received a message through WeChat from a Shanghai-based investor who was interested in a property at the Baccarat Residences in New York.

BMW uses click-bait strategy to attract 100,000 page views in just 2 hours

The BMW M2 campaign was released to showcase the brand’s latest model at the time, and went viral for a couple of reasons.

Fenda’s Q&A platform engages celebrities, investors and other experts

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.

Forbidden City brings history to life on WeChat to promote competition

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.

Clinique uses retro mobile game to promote its ‘Even Better Clinical Dark Spot Corrector & Optimiser’ product

An app that many of us will remember is the Nokia mobile phone game Snake. Though it may have had its heyday in the 1990s, Clinique (American skincare brand) has launched an interactive mobile campaign in which followers can relive the simple, yet addictive fun they had in the past!

SK-II creates a video about “left over women” in China, generating more than 250,000 hits on Youtube

A new ad campaign by luxury cosmetics brand SK-II addresses a social issue in China that doesn’t receive as much attention as it should in the country’s commercial scene: the plight of “left over women”, or sheng nu…

WeChat launches gold-gift exchange event for Valentine’s Day

Though buying your partner flowers and chocolate on Valentine’s Day may be the traditional way to show affection, Tencent is offering users something different. On Valentine’s Day this year, Tencent’s WeChat debuted its gold gift-exchange feature, allowing millions of users on the messaging app to send virtual gold packets to friends and loved ones.

Cartier launches Valentine’s Day campaign using bellboys and flowers

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 ‘Perfect Match’ Campaign Engages Handbag Lovers with opportunity to win a bag

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

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.

Montblanc Uses Interactive History Lesson In WeChat to teach followers about its legacy

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.

Toms Shoes uses Selfies to help children in need, and influence China

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.

British Airways launches heartfelt ‘Flying The Nest’ WeChat Campaign for Chinese students studying abroad

In the summer of 2016, British Airways enlisted the help of Ogilvy & Mather (advertising and PR marketing agency) to create a video campaign highlighting a growing group in China’s tourism market: students studying abroad and the family they leave behind.

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.

Bally uses WeChat DIY stickers promotion to increase engagement

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.

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