China: This Week In Digital Luxury Marketing

A roundup of recent and ongoing digital campaigns on China’s social media, featuring Stella McCartney, Audi, The Peninsula, Kate Spade, and Chow Tai Fook.

Stella McCartney

Partnered with Grazia magazine, British fashion house Stella McCartney invited fans to send the password “I Love Stella McCartney” to the brand’s WeChat account for a chance to win admission to the presentation of the World of Stella McCartney collections in Beijing on July 18.



It’s a year of fun personality tests on Chinese social media. Like Yves Saint Laurent last week, Audi has also launched a “Driving Personality Test” accessible via WeChat, featuring six questions on drivers’ habitual patterns.  From July 21 to 25, participants who complete the test on WeChat and share their results on Weibo are eligible to enter a drawing.

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The Peninsula

Like many luxury hotels in the Greater China area, The Peninsula Shanghai already has its head in the game early for the Mid-Autumn Festival’s mooncake pre-order wars. The hotel is using WeChat to help this year’s customers to personalize their mooncake gift boxes. Before August 3, those who purchase mooncake vouchers and send their personal Mid-Autumn greeting messages through WeChat can have them printed on the boxes.

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Kate Spade

American fashion house Kate Spade has created an animated GIF game titled “My Eyes Travel Colorfully” on WeChat, allowing its fans to take pictures of two eye expressions and use them to generate a Latin America-themed animated GIF. Participants who share their animated GIFs on social media by August 3 will have the opportunity to win handbags from Kate Spade.

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Chow Tai Fook

On July 21, Hong Kong jeweler Chow Tai Fook launched a photo contest titled “Appreciate Jewelry, Appreciate Yourself” (which is a pun that also means “reward yourself”).  Participants are asked to use the POCO “Beauty Camera” (Meiren Xiangji 美人相机) mobile app to virtually try on Chow Tai Fook’s new jewelry collection and upload the pictures. Submitters of the most voted pictures will win jewelry from the brand.

Chow Tai Fook