Michael Kors using WeChat for Customer Relationship Management

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In collaboration with the FACEU app, luxury fashion house Michael Kors launched a video competition on WeChat in China. The event, lasting from April 14-24, was implemented in light of its “Mercer” leather handbag and “Love” sweater products as a promotional campaign.

 

To enter, users would need to upload short videos featuring or based around the brand on WeChat. In doing so, they would become eligible for a chance to win a handbag or a bottle of Michael Kors’ perfume.

 

The campaign capitalises on Chinese consumers’ penchant for selfies and the increasing popularity of FACEU, an augmented reality photo app complete with beautification filters and stickers — including exclusive stickers that the fashion house specially designed for the campaign that users could incorporate into the videos.

 

Ultimately through online promotion by Chinese celebrity Yang Mi (a model and KOL), the campaign attracted incredible amounts of attention from the brand’s Chinese consumers.

 

Source: Jing Daily