China: This Week In Digital Luxury Marketing

A roundup of new and ongoing campaigns in China through July 7, featuring DKNY, Clinique, Fossil, Guerlain, and Shiseido.

Through July 6, participants in DKNY’s recently launched online marketing campaign are asked to snap a picture of the brand’s outdoor billboard on Nanjing West Road in Shanghai, and share it on Weibo with the hashtag #DKNYARTWORKS# @DKNY. The top participant with the most creative picture will be awarded a watch valued at 1,190 RMB from the Park Avenue collection, and the two participants in second place will be awarded a watch valued at 780 RMB from the Sasha collection.


Clinique (倩碧)
Celebrating its global launch of the new Dramatically Different Moisturizing Lotion+ on July 1, skincare and makeup company Clinique has come up with an online marketing campaign on Weibo featuring the product. Now through June 30, participants who “line up” on Weibo and refer the page to three friends are eligible for a chance to win a 125 ml Dramatically Different Moisturizing Lotion+. One winner will be drawn each day.


American designer and manufacturer of clothing and accessories Fossil has launched a online marketing campaign entitled “Summer Fun With Fossil” (#与Fossil清凉一夏#) on Weibo. From now through June 28, participants are asked to share the summer looks they create with @Fossil中国 using the brand’s clothing and accessories. Participants are welcomed to either share a collage of item photos from Fossil’s official website or a photo of themselves wearing the clothing and accessories. Two top participants with the best looks will win a Tate multifunction wallet and an Austin zip pouch; two participants who win second place will be awarded a Fossil canvas tote.


Guerlain (法国娇兰)
French perfume and cosmetics house Guerlain has come up with a marketing campaign on Weibo featuring their Météorites Powder. Now through July 7, participants who pay a visit to any Guerlain store in China and take a picture with the product with hashtag #博个美丽星愿# on Weibo with @Guerlain法国娇兰 and @伊周Femina are eligible to win prizes. Participants are also welcomed to snap a picture of themselves and embellish it using “meteorite light”on the app “POCO Camera” (POCO美人相机), and upload it on Weibo with @Guerlain 法国娇兰 to participate. Twenty-six participants will be drawn to win the Météorite, and four eligible participants will be selected to model in a photo shoot for Guerlain that will be featured in Femina magazine. One ultimate winner will be awarded a trip to Paris.


Shiseido (资生堂)
Japanese hair care and cosmetics company Shiseido invites its followers on Weibo to interact with its in-house skincare professionals by asking questions and leaving comments. Each week, one active participant will be granted the title of “Shiseido’s Loyal Fan” (#资深粉#) and win prizes. Sixty skincare items will be given away weekly.