China: This Week In Digital Luxury Marketing

A roundup of recent and ongoing campaigns in China through October 31, featuring Coach, Fossil, M.A.C, Femina, Versace, and Volvo.

Coach

As one of the front-runners in engaging customers on WeChat, American luxury leather goods company Coach has created a tab called “WeChat Activities” on its official account specifically for presenting ongoing campaigns. To increase the subscription rate, the brand recently added a “Try Your Luck” section under “WeChat Activities” and announced that there will be weekly giveaways. Every Monday, the brand will put up a new sweepstakes on “Try Your Luck” for its subscribers to enter and win gifts. Results can be known in an instant on WeChat.

Coach


Fossil

American watch and handbag company Fossil recently launched a campaign titled “Words of Time” (Chinese: 時間之言) on WeChat. Fans are asked to find five Chinese expressions or proverbs related to time (for example, “An hour in the morning is worth two in the evening” (Chinese: 一日之计在于晨) in the word search puzzle and send them to Fossil.

Fossil


M.A.C

With Halloween—the best time for a heavier makeup—around the corner, American cosmetics house M.A.C collaborates with special makeup effects artist Rick Baker, and has launched a campaign titled “#MACHalloween#” on Weibo. Baker showcased three Halloween makeup designs, entitled “The Day of Dead”, “Bride Frankenstein”, and “The Zombie” on M.A.C’s Weibo page. Fans are encouraged to refer their favorite looks to friends, and on October 31, M.A.C will release the full tutorial for the look with the most referrals.

MAC


Femina and Versace

To celebrate Versace’s new store launch in Shanghai on October 25th, Chinese women’s magazine Femina has launched a campaign on Weibo featuring Versace’s brand ambassador Li Yuchun. Participants are asked to vote for the look they choose for Li to wear for the store opening, and refer the post with the hashtag “#My Choice for Chun-Chun#” (#我为春春选造型#) and handles @伊周Femina and @Versace范思哲官方微博 for a chance to win a limited-edition t-shirt from Versace.

Femina&Versace


Volvo

Making efforts to encourage a greener environment, Swedish auto manufacturer Volvo has launched a charity campaign on Weibo titled “Non-Toxic Uniforms, Positive Force” (#健康校服 公益正能量#) to combat the scare of “toxic” school uniforms in China. From now through October 27, participants are asked to follow Volvo (@沃尔沃汽车中国) and voice their support. Volvo will draw 20 participants and award emergency roadside car kits.

Volvo

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