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 front doors to celebrate the return of spring.
After entering an interactive webpage linked at the end of the post, readers can choose the style, background image, and a Mulberry item that they’d like to use in their spring couplets. Once they finish, they are encouraged to share the resulting image on their Moments social feeds to receive Mulberry red envelopes or hong bao.
Source: SCMP
