China: This Week In Digital Luxury Marketing

A roundup of recent and ongoing digital campaigns on China’s social media, featuring Furla, Jaguar, Cadillac, M.A.C, and Volvo.

Furla

Following its show at Milan Fashion Week, Italian fashion house Furla has launched a WeChat campaign providing show recaps. Fans are invited to reply with key words to receive more information on the fashion element they are interested in. For example, if reply “snake”, they can learn more about the reptile skin element in Furla’s F/W 2014 collection.

Furla


Jaguar

Since Jaguar announced a campaign titled “Calling for Answers to Mr. Jaguar’s Identity” on WeChat and Weibo, inviting its fans to guess who the new brand ambassador is, many have been attracted to participate in it. Guided by the hint, “a modern British icon who is powerful and charming”, so far many have pointed to the Sherlock star Benedict Cumberbatch, athletic superstar David Beckham, and 007 star Daniel Craig.  The brand has also put up a street interview video on the two social channels to build suspense. Two participants with the best answers will have the chance to meet the brand ambassador in person on April 19 in Beijing.

Jaguar


Cadillac

In collaboration with the release of the movie Beijing Love Story, Cadillac has launched a Weibo campaign called “Show Your Love: 101 Reasons to Love”. Now through February 28, those who write a post to express their love and tag their loved ones will win tickets to the movie and a chance to be awarded a 101-day ownership of the new Cadillac ATS. The campaign also features a mini-site with videos of test drivers sharing the reasons they love the Cadillac ATS. Weibo users are invited to vote for and share their favorite reasons to win gifts.

Cadillac


M.A.C

American cosmetics house M.A.C is sharing a series of makeup journals, each of which features a makeup look on a model at the backstage of Milan Fashion Week, and is asking its fans to comment on Weibo. The featured looks are from brands such as Pucci, Antonio Marras, Roberto Cavalli, Etro, and Blumarine.

MAC


Volvo

Volvo recently launched a campaign featuring 17 beautiful V40 Cross Country test-drive photos over the past month. The brand invited its fans on Weibo to vote for the photo with the best story during February 17 to 21.  Voters and winners of the best photos will win prizes.

Volvo

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Social Media, Tech