China: This Week In Digital Luxury Marketing

A roundup of new and ongoing campaigns in China through September 8, featuring Sheraton, Clarins, Guerlain, Guess, and SEIKO.

Sheraton

Leading global hotel group Sheraton invites its fans to take part in a sweepstakes competition on Weibo in order to “take advantage of some last-minute summer fun in Guangzhou.” Participants who follow Sheraton Guangzhou’s page (@广州花都喜来登度假酒店) and refer the post to two friends will have the chance to win a free night at a lake-view suite with daily breakfast for two at the hotel. One winner will be drawn on August 23.

Sheraton


Clarins

French cosmetics and skincare house Clarins invites its fans to count down with them for the launch of its new product, Extra-Firming Day Cream. Participants are asked to follow Clarins’ Weibo page (@法国娇韵诗) and refer the post to three friends with the sentence “If I could turn back time to the age of ___, I would tell myself _____.” (Chinese: 如果可以逆转时空,回到___岁,我想对自己说_____). Winners will receive a surprise gift from Clarins.

Clarins


Guerlain

Celebrating the relaunch of its modified women’s fragrance La Petite Robe Noire in September, French perfume house Guerlain is hosting a campaign on Weibo which dictates that now through August 31, participants who follow Guerlain’s page (@Guerlain法国娇兰) and refer the post to three friends while sharing their excitement for the relaunch with the hashtag #小黑裙派对# (English: #little black dress party#) will be entered in a drawing. One participant and his or her three friends will be awarded a mini bottle of La Petite Robe Noire (5 ml), and ten participants and three of their friends will win a trial tube of La Petite Robe Noire (1 ml), along with stickers.

Guerlain


Guess

American clothing line brand Guess has launched a campaign on Weibo asking its fans to share how they spent this past Qixi (Chinese Valentine’s Day). Now through September 8, participants are asked to refer the post to friends and share their sweetest memory of Qixi with the hastag #分享我最甜蜜的七夕# (English: #sharing my sweetest Qixi#).  The 30 participants with the best posts will be selected to win a silver pouch from Guess.

Guess


SEIKO

Japanese watch brand SEIKO has also launched a campaign to reminisce over last week’s Qixi. Participants are asked to follow SEIKO’s Weibo page (@SEIKO中国), refer the post to their partners and two “witnesses”, and choose their favorite SEIKO watch pair from five options listed for the chance to win a pair valued at RMB6,200.  The brand will also draw one participant each day to win a “SEIKO’s 100th birthday” flash drive.

SEIKO

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