China: This Week In Digital Luxury Marketing

A roundup of recent and ongoing digital campaigns on China’s social media, featuring Porsche, Jaguar, Accor Hotels, Mercedes-Benz, and Harrods.


As part of the ongoing Child Safety Initiative, Porsche is gathering Child Safety Ambassadors through inviting parents to share videos of their children answering the question “What superpower would mom/dad have if she/he were a superhero?” In this campaign ending on March 28, participants are encouraged to send their one-minute videos via email. Winners of the video contest will have the chance to attend Porsche’s Children’s Day celebration on June 1, and will get to perform their “superpower” with the help of Porsche as a gift to their children. The Child Safety Initiative webpage also features Porsche’s car seat product recommendations.



Jaguar has announced a new campaign titled “Jaguar Never Stop Achieving” on Sina Weibo and WeChat, tracing back to its brand philosophy. Now through April 10, participants are invited to log in with their Sina or Tudou accounts and share “in which field they will not stop achieving” and their “uncompromising statements to the world”. Those who share their statements on social media can enter for a draw.

Jaguar 1


French hotel group Accor has launched a campaign on Weibo featuring its ongoing “3=2” (Three Nights for the Price of Two) worldwide promotion through mid-April. The brand is asking participants to give any real-life examples of “3=2” besides Accor’s “three nights’ stay for the price of two” and “a family of three created by two parents”. Those who share their ideas on Weibo and tag “two male friends and two female friends” are eligible to enter and win a portable charger from the hotel.



In promotion of the CLA-Class, Benz is inviting its fans to re-tweet and write posts or upload pictures related to the topic “spirit of the wolf” for a chance to attend the a CLA-Class event.




London-based upmarket department store Harrods is sending out a postcard with a 1935 vintage drawing on it. Participants who re-tweet the campaign post and tag friends will be able to receive a digital version of the postcard, and one winner will be selected to receive the physical postcard straight from London.