China: This Week In Digital Luxury Marketing

A roundup of ongoing digital campaigns on China’s social media, featuring DKNY, Kate Spade, Shiseido, Coach, and Swarovski.


Time flies for New York fashion brand DKNY as it celebrates its 25th anniversary with a luxury timepiece giveaway on Weibo. From June 4-10, fans have the opportunity to vote for their favorite watch, and one person will win the anniversary timepiece. Three other participants will also win a DKNY tote bag.


Kate Spade

“Summer’s out; it’s vacation time!” says Kate Spade’s Weibo channel. The New York fashion and leather goods brand offers one fan the chance to win a Lott Street Francis handbag. To enter to win, participants must indicate which travel destination of the four provided they’d most like to visit for vacation and tag three other friends with the hashtag #celebratecolorfully# in the message. The contest runs until June 6.



Everyone fears unsightly tan lines that come with outdoor lounging in the summer. The Japanese cosmetics brand allays worries about a “summer tattoo” with a Weibo campaign offering five followers an opportunity to win its Multi-Defense UV Protector. From May 20 to July 20, followers have to tell what their worst “summer tattoo” fear is for their names to be entered in the drawing.



To celebrate the upcoming Father’s Day, from June 3-18, Coach invites fans to share their most heartwarming photos taken with their fathers on Weibo. The four entrants with the best photos will win an unannounced Coach product.



The buzzword for the jeweler this season is “Alluring Blue,” and its followers on WeChat are invited help construct a look that best fits that theme. Until June 8, fans have to put together an ensemble fitting the theme and put it on Instagram with the tag #SwarovskiLook. According to Swarovski’s WeChat, “Some lucky winners will win Swarovski prizes.”