Chinese Marketing Case Studies Library

‘Roger Dubuis and Pirelli launched a WeChat campaign in mid 2017, celebrating the release of their joint creation, the ‘Excalibur Spider Pirelli’. The watch, aside from having an exquisite craftsmanship evident in it’s design, also boasts a unique feature that separates it from just about…

The goal of Burberry’s mini-program is to drive traffic to retail stores while complimenting its in-store services. Users can make plans to visit specific stores at specific times, and supplement their accounts with important personal information. They can also chat one-on-one with an online customer service…

Gucci’s gift card mini-program combines two highly shareable functions—one is a photo editor, which allows users to add customized Gucci stickers to their photos, while another one is e-gift cards for small items like perfume, wallet, candles, and cups. Once purchased, the user can send…

This location-based photo sharing platform allows users to search Longchamp store locations, and use a digital map to navigate their way there. The subpage for each location is designed to look and feel like the WeChat moment sharing pages. Users can check in and share photos of…

Kering’s mini-program, “My EP&L”, allows users to calculate the environmental “profit and loss” of their purchases. They can make more informed decisions based on a score that is broken down by materials, sourcing of materials, and the manufacturing region of a product. It offers tremendous…

Michael Kors launched a mini-program that focused on membership services, becoming the first luxury brand to do so. Now when consumers are shopping in a Michael Kors store, they can check product details in real-time. They can also review the shopping experience and access after-sale service…

 To celebrate its latest lipstick, the KissKiss Matte collection, Guerlain partnered with a major player in duty-free shopping, Sunrise Duty-Free, to create a WeChat game. Within 10 days of its launch, the campaign attracted 18,582 page views and 10,000 players.   Bonhomme says, “a standard post is not…

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…

WeChat is the main digital channel that British luxury brand Mulberry uses to reach consumers across mainland China. On February 6, the brand posted an article inviting followers to create digital calligraphy spring couplets, a traditional Lunar New Year decoration that families paste on their…

Last week, Prada released a video featuring a robot dog family to introduce its special Lunar New Year-themed handbag on WeChat and Weibo. The brand also launched an interactive page on WeChat to tell readers about other Lunar New Year offerings from Prada, such as…

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…

For 2018’s Chinese New Year, Christian Dior released a creative video for their customers. Like Giorgio Armani, French luxury brand Christian Dior also released a dedicated video to introduce the exclusive “Rose des vents” jewellery collection in celebration of the Lunar New Year.   The animated…

Italian luxury label Fendi this year released an animated short video crammed with traditional Chinese elements, such as fireworks, red envelopes, the Peking Opera and Chinese paper cutting, and signature Fendi items including “Kan I” handbags and the Fendi “POMPOM” to welcome the Lunar New…

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…

Guerlain’s WeChat Gamification To celebrate its latest lipstick, the KissKiss Matte collection, Guerlain partnered with a major player in duty-free shopping, Sunrise Duty-Free, to create a WeChat game. Within 10 days of its launch, the campaign attracted 18,582 page views and 10,000 players.   Bonhomme says, “a standard…

For China’s golden week (from October 1 through to 8), many brands have taken this public holiday as an opportunity to capture the attention of Chinese consumers. For the next 6 days, we will be looking at the different brands that have implemented campaigns over this…

For China’s golden week (from October 1 through to 8), many brands have taken this public holiday as an opportunity to capture the attention of Chinese consumers. For the next 6 days, we will be looking at the different brands that have implemented campaigns over…

For China’s golden week (from October 1 through to 8), many brands have taken this public holiday as an opportunity to capture the attention of Chinese consumers. For the next 6 days, we will be looking at the different brands that have implemented campaigns over…

For China’s golden week (from October 1 through to 8), many brands have taken this public holiday as an opportunity to capture the attention of Chinese consumers. For the next 6 days, we will be looking at the different brands that have implemented campaigns over…