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 the card directly to their friends via WeChat, and the gift can then be picked up from a Gucci retail store.
Bonhomme says, “The campaign was very much welcomed for its personalized experience and fun social value. Gucci adopted a creative approach to generating User Generated Content (UGC) and redirecting gift card shares, which ultimately led to increased following and revenue.”
Source: Jingdaily
