Chinese Marketing Case Studies Library

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.

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.

WeChat themselves have used their own functions to promote the launch of their WeChat Wallet in South Africa. The experiential event booked the entire first floor of the Multichoice City in Randburg, equipping the area with tons of engaging and innovative content in the form of games, competitions and even a money booth and a maze!

Due to the popularity of the circus, spectators need to come 2 hours before the show in order to get a front-row seat. However, as to maintain the spectators’ excitement, the circus staff members put their large screen to good use.

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.

In 2014, together British Airways launched their very first WeChat campaign just in time to celebrate the Chinese New Year. In an attempt to convert their 350,000 existing Sina Weibo following to their new WeChat account, BA took inspiration from traditional Chinese festive behaviour in the form of a golden ticket giveaway.

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.

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.

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.

Aiming to make the connection between online and offline, premium skincare brand SK-II recently launched a WeChat campaign that invites online customers to experience a “perfect PITERA” treatment in any of its physical stores in China.

In 2014, for the Lunar New Year festival, Pepsi released an in-app technology that allowed WeChat users to send audio greetings to their family and friends.

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.

In 2010, Tencent conducted a campaign with Mercedes-Benz around their Smart Car line. A limited edition version was made available only through WeChat. They pioneered a new flash-sales technique called ‘snap-up’.

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.