China: The Week In Digital Luxury Marketing

Digital Marketing Campaigns Through April 23, 2013

A roundup of new and ongoing digital campaigns launched by luxury brands in China through April 23, 2013, featuring Givenchy Cosmetics, Jaeger-LeCoultre, Maserati, Chow Tai Fook Jewlery, Coach, and Sephora and Guerlain.

Givenchy Beauty

Skin care is always popular in China, especially for working women. Givenchy’s new giveaway Weibo campaign entitled Ji You Huodong (纪有活动), or “Givenchy’s Event”, bestows Vax’in skincare products on winners. From April 16 to 22, participants who share the reason they want Vax’in and retweet the information to a friend have chance to win a seven-day trial-pack of Vax’in serum.

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Jaeger-LeCoultre

This week, the luxury watch company revealed the names of winning participants in its monthlong campaign, which the company translated into English as “Jaeger-LeCoultre Hybris Mechanica Online Contest” (积家十大超卓发明腕表知识竞赛). Participants in this WeChat campaign took a ten-question test, and those who responded correctly had the opportunity to win special gifts. The quiz was not easy, with questions ranging from the watch’s movement system to the number of screws, but it was a creative way of encouraging consumers to follow Jaeger-LeCoultre’s social media as well as imparting a sense of the company’s history and heritage to participants.

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Maserati

With the 2013 Shanghai Auto Show running through this Sunday, April 29, many auto manufacturers are busy on Weibo encouraging potential buyers to follow their news and check their shows. Among them is the Italian luxury carmaker Maserati. At the pre-event launch this past Saturday, April 20, participants who watched the video broadcast on Weibo, took a photo of it, shared it on Maserati’s Weibo, and retweeted it to three friends were entered in a contest to win a Maserati watch.

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Chow Tai Fook Jewelry

From April 15 to June 25, the Hong Kong jewelry chain is hosting a giveaway promotion. Participants who share their love story at the brand’s mini-site are entered to win special gifts, including a Samsung Galaxy Note 2, Chow Tai Fook gold and silver necklaces, and a $100 shopping credit valid in the company’s online store.

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 Coach 

After creating a buzz with its good-luck wallpaper during Chinese New Year, Coach is presenting a similar feature on WeChat. Users who follow Coach on WeChat and reply with the word “wallpaper” (bizhi, 壁纸) can download Coach’s wallpaper for mobile devices.

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Sephora and Guerlain

From April 18 to 24, sharing a love story on Guerlain’s and Sephora’s Weibo accounts will automatically send it to designated friends. Thirty participants will win three samples of Guerlain perfume to share with their friends.

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