Chinese Marketing Case Studies Library

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 an attempt to separate ‘Made in China’ from the association with cheap goods, Singapore’s Tiger beer has decided bring together product designers from all over Asia to remove the notion.

In the summer of 2016, British Airways enlisted the help of Ogilvy & Mather (advertising and PR marketing agency) to create a video campaign highlighting a growing group in China’s tourism market: students studying abroad and the family they leave behind.

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.

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!

In order to promote its ‘Global Fashion Buyers Live Show’, Mei.com implemented a WeChat campaign that would list five pictures and several hints about the fashion bloggers who were going to attend the event on April 16.

Recently, designer fashion house Bally initiated a campaign on WeChat in order to increase engagement among fans while at the same time, promoting their product line.

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.