Chinese Marketing Case Studies Library

This Chinese New Year, Bottega Veneta has created a cartoon dog to celebrate the Year of the Dog.  Similar to other well-known brands, like Louis Vuitton, Bottega Veneta has created a cartoon dog character this year and has made it interactive through three kinds of…

For the 2018 Chinese New Year, Louis Vuitton created a cartoon dog for the Chinese New Year.   This dog can be found across all of the brand’s digital channels, including as a set of WeChat digital stickers (or emoji) that users can download and…

To celebrate the 2018 Chinese New Year, Gorgio Armani released a new video to launch its Chinese New Year collection.   In the 17-second video, which can be found on the brand’s official WeChat and Weibo channels, two models showcase red outfits and accessories.  …

While the Chinese New Year has not being a top priority for Chanel, they have still made an attempt to celebrate it with its fans. This year, it was in the form of an online event, where they would invite their consumers to try our…

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.

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!

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.

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,

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.

During August 18 of 2013, Dunkin’ Donuts China invited its fans in Shaanxi area to participate in a Weibo campaign titled “take a photo of our ad for a free coffee”.

Shiseido launched a campaign on Weibo reflecting the sun protection and skin whitening craze that persists among Chinese consumers.

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.

Coca Cola launched its global advertising campaign in early 2013 in Europe, where it sells bottles with names common in each major European country to boost sales.

Sometimes companies hire cutting-edge agencies to handle their Weibo marketing. Other times, users give out brand image-building content for free. So it was with one popular Weibo user, who regularly produces humorous content for his 8,000 followers, during the large-scale flooding that Beijing experienced in 2011.

Dove Chocolate scored a flashy online marketing coup with its viral campaign on Valentine’s Day, 2012. Dove engaged the savvy marketers at SapientNitro, a Shanghai-based agency, who came up with a way to promote Dove chocolate without any external costs.

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.”

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.