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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.
Shanghai Fashion Week attendees get a chance to customise their own tea drink by pairing French, Brazilian, and Italian-style black teas with a combination of fruits, syrups, and herbs. Lipton also teamed up with several high-profile Chinese designers who are presenting at Labelhood to create limited-edition gift boxes. They each feature boxes of tea bags alongside products exclusively designed by the fashion all-stars:
- Angel Chen, who has collections with Lane Crawford and Opening Ceremony, designed peach and mango enamel pins to go alongside the peach and mango black tea;
- Yirantian, who has been a part of Vogue Italy’s young talents program created a black velvet choker to go along with red berry black tea;
- Deepmoss designer Xiaolu Liu, who debuted her Spring/Summer 2017 collection at Milan Fashion Week, created a lemon coaster to pair with a lemon black tea.
People that purchase all three gift boxes (that were displayed at the pop-up shop) get entered in a chance to win a teabag-inspired handbag designed by Angel Chen. Taking the campaign one step further, Lipton also live streamed every day for an hour at Labelhood, giving social media followers on Tmall and WeChat a chance to win tickets to attend one of the fashion shows.
The campaign is part of an industry-wide trend to create multi-pronged experiences for millennials who are seeking something more than just a product on a shelf. “Young consumers like me don’t really care about the grade or origin of the different types of teas,” Zhu said. “But what the brand stands for, and what type of lifestyle is associated with that brand means a lot to me.”
Source: Jing Daily
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