China: This Week In Digital Luxury Marketing

A roundup of new and ongoing campaigns in China through September 19, featuring Fendi, L’Occitane en Provence, IWC, Tissot, and Clarisonic.

Fendi

Italian luxury fashion brand Fendi has launched a campaign on Weibo titled “#FENDI PLAY WITH COLORS#”, featuring its colorful “Crayons” collection. Participants are asked to vote for their favorite color in the collection, follow Fendi (@FENDI), and refer the post to friends. Four participants will be awarded a purse valued at RMB1,500.

FENDI


L’Occitane en Provence

French skincare house L’Occitane’s newest campaign is taking its fans on a virtual food trip to the brand’s origin. Those who wish to win a surprise gift from L’Occitane are asked to answer what classic foods can be found in Provence’s local markets with the handle @LE_CREUSET酷彩 and hashtag “#Provence印象#” (English: Provence Impressions).

L'Occitane


IWC

Swiss high-end watch company IWC kicks off the Mid-Autumn Festival (Moon Festival) celebration by launching a campaign on Weibo titled “The Most Stunning Moon” (最美月相). To enter the contest, participants are asked to follow IWC (@IWC万表) and share a photo of the moon they take with captions from now through September 19.  IWC will select one participant with the best photo and caption to win a Mid-Autumn Festival surprise gift.

IWC


Tissot

Swiss luxury watch brand Tissot invites its Weibo fans to follow its official account on WeChat (@天梭中国).  Those who follow the brand on WeChat during the month of August will have a chance to win a souvenir cup from Tissot. Fifteen winners will be drawn.

Tissot


Clarisonic

American sonic skin cleansing system brand Clarisonic has launched a campaign on Weibo in which it invites its fans to ask any questions encountered while using the product. Clarisonic will select from those who ask the “best” questions with the hashtag “#小C美容教室#” and award a gift.

Clarisonic

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Social Media, Tech