Burberry launches ‘Lunar New Year Gift’ Campaign to increase sales

< Back to more Chinese Marketing Case Studies

An Introduction:

 

Burberry is a British luxury fashion house, headquartered in London, England. Its main fashion house focuses on and distributes ready-to-wear outerwear, fashion accessories, fragrances, sunglasses, and cosmetics.

 

The fashion house has dressed notable actors, world leaders, musicians, and athletes and in 2015, Burberry ranked 73rd in Interbrand’s Best Global Brands report, ahead of Ralph Lauren and Hugo Boss.

 

WeChat Strategy For Success:

 

Burberry like many other western brands in China, has also run quite a few WeChat campaigns tied in to the local festivals. Last year, from the 6th of January to the 19th, Burberry curated a collection of gifts for the Chinese New Year.

 

• Known for its significant investment in WeChat’s most high-tech marketing features, Burberry is highlighting a selection of men’s and women’s gifts in a new interactive campaign for the upcoming Chinese New Year holiday (February 8).
• The British label’s ‘A Lunar New Year’ gift campaign allows users to tap, swipe, and shake to digitally “unwrap” gifts from the brand.
• Once their gift is “unwrapped,” they have the opportunity to send a personalised e-card to contacts on WeChat.

 

In addition, users will be entered for a chance to win limited-edition Burberry Lunar New Year envelopes when they unlock their “gift” on the app. These limited-edition envelopes were made to be available for in-store pickup, thereby driving footfall up and subsequently increasing traffic and sales.