China: This Week In Digital Luxury Marketing

A roundup of ongoing digital campaigns on China’s social media, featuring Lancôme, Coach, Godiva, Infiniti, and Sheraton.

Lancôme

French luxury cosmetics house Lancôme has launched a campaign on Weibo featuring its eyeshadows. In this campaign titled “Le French Chic,” the brand invited Chinese singer Zhou Bichang to demonstrate a makeup style with blue eyeshadow, and is asking participants to upload pictures of themselves rocking the look through May 11.

Lancome


Coach

American fashion house Coach kicks off Mother’s Day early by hosting a photo contest titled “My First Coach” on Weibo. The brand is asking fans to share their mother-and-son or mother-and-daughter photos honoring their first life coach. The best photos will be featured on Coach’s official website, and the submitters will be awarded gifts.

Coach


Godiva

To celebrate the launch of the spring and summer collection, Belgian Godiva Chocolatier has created a moviemaker titled “Movie of Mid-Summer Happiness” accessible through Weibo and WeChat. Participants can use the application to generate a video slideshow with their photos; the end product will feature music and effects from Godiva, and can be shared on other social platforms.

Godiva


Infiniti

In collaboration with Art Beijing, luxury automaker Infiniti has launched a campaign on Weibo to give away admission tickets to art lovers. The brand is asking participants to write a one-sentence post on Weibo to prove their “art geek” or “hipster” (文青) identity for a chance to win a pair of tickets.

Infiniti


Sheraton

To celebrate its 7th anniversary, Sheraton Hotels Shenzhen is having a seven-day “One Wish per Person per Day” campaign on WeChat. Sheraton is asking its fans to reply what they wish to enjoy at the hotel, and the brand will randomly select one winner every day to make their wish come true.

Sheraton

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Social Media, Tech