A roundup of recent and ongoing campaigns in China through September 29, featuring L’Occitane en Provence, BMW, Sisley, Dior, and Volvo.
L’Occitane en Provence#
French skincare company L’Occitane en Provence has launched a campaign on WeChat titled “Your Dream Travel Destination” (Chinese: 梦想目的地). From now through September 25, followers are asked to reply where their dream destinations are to L’Occitane’s WeChat account for a chance to take home a travel collection.
BMW#
Leading German auto manufacturer BMW recently launched a campaign on WeChat to announce its sponsorship of The Peacock (孔雀), a dance drama created by renowned Chinese choreographer Yang Liping. Followers were asked to send the keywords “stunningly beautiful” (Chinese: 惊世之美) to BMW China’s WeChat account for a free download of the BMW 6 Series wallpaper. Those who shared the wallpaper through group chat could take a screenshot and send it to BMW for a chance to win a pair of tickets to The Peacock’s Beijing show. Five winners were selected and announced on September 22.
Sisley#
French skincare and cosmetics house Sisley has launched a campaign integrating two of its digital platforms, WeChat and its online store. The campaign is titled “Empty Bottle Strategy” (Chinese: 空瓶计, a parody of “Empty Fort Strategy” (空城计), and WeChat followers have two ways to participate in it. From now through September 29, participants can send a picture of their empty Sisley bottles along with the e-mail addresses they registered on Sisley’s online store to Sisley’s WeChat account for a chance to win a bottle of pore minimizer (5 ml); they can also take a picture of the empty bottle, share it via group chat along with the Chinese characters for "empty bottle" (kong ping, 空瓶), and send a screenshot of it to Sisley’s WeChat account for an opportunity to win a Sisley Emulsion Ecologique (50 ml).
Dior#
In celebration of Dior’s upcoming “The Spirit of Dior” exhibition in Shanghai, the brand launched a campaign on Weibo. Participants were asked to follow Dior on Weibo (@迪奧) and refer the post to one friend for a chance to win two tickets to the “Sina Weibo VIP Night” at the Museum of Contemporary Art in Shanghai. Winners were announced on September 24.
Volvo#
In response to China’s massive pollution problem, Swedish multinational auto manufacturer Volvo launched a campaign titled “Green Air” (绿色深呼吸). Participants were asked to follow Volvo (@沃尔沃汽车中国) and Galaxy SOHO (@银河SOHO), as well as share their ideas for environmental protection with the hashtag “#绿色深呼吸#”. The participant with the best post was selected on September 18 as Volvo’s “Green Ambassador” and was awarded one-year ownership of the Volvo V40.
