Photo-Sharing Contest: Coach
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.
- The premise was straightforward: fellow WeChat users would be able to place in votes for entries that they liked, and at the end the user with the most votes on their photo would receive a handbag.
To give followers a nudge in the right direction, the brand also posted three examples of photos featuring KOL mothers and daughters wearing Coach clothing and accessories, complete with links to purchase the products in the pictures.
Online-To-Offline (O2O) Campaign: Clarins
Clarins, a luxury skincare brand, launched its “Speak Out Your Love” campaign on May 10.
- The campaign focused on the interaction between a user and their mother, encouraging users to leave voice messages for their mother via the Clarins WeChat platform, with users that did so also qualifying for a free gift at any Clarins store on Mother’s Day later on in the week.
Separate from the campaign and in recognition of the holiday event, Clarins also gave customers a chance to win one of the following prizes: a 15-minute French-style facial, a travel kit, or spa coupons, further incentivising followers to go in-store.
Social Interaction: Furla
Similar to Coach, Furla also launched a photo-sharing campaign for Mother’s Day.
- Unlike Coach however, they emphasised upon the social potential of the campaign; offering the option for users to add customised stickers that could be uploaded within its own HTML5 page.
- Followers were then encouraged to share their favourite sticker-covered photo to their Moments feed for the friends to see by offering a chance to win a wallet.
Key Opinion Leader (KOL): Givenchy
Designer Fashion brand Givenchy decided to go with a different approach. Instead of focusing their efforts through brand-customer interaction, they opted for the usage of Chinese actor Xu Weizhou, a KOL who is especially popular among millennials.
- With Xu Weizhou’s help, Givenchy was able to upload a marketing video promoting one of their bags.
- The video that Givenchy posted on WeChat features Xu explaining why he thinks the AW16 blue Horizon bag designed by Riccardo Tisci will be the perfect gift for his mother
Mini Programs: Swarovski
Swarovski’s Mother’s Day campaign invited celebrities and KOLs to send wishes to their mothers and also explain why Swarovski’s products make the perfect gift to WeChat users.
- Swarovski added a slight twist to the campaign however — the campaign itself along with the boutique where users can purchase the recommended gifts are all contained on a mini-app within WeChat, allowing users to share it with friends as easily as they would share a contact.
With this campaign, Swarovski has become one of the latest luxury brands in China to have utilised WeChat’s new mini program feature and that in turn, will pay off in the long run as other brands and consumers will look to them as leaders with this function.
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