China: This Week In Digital Luxury Marketing

A roundup of recent digital campaigns on China’s social media, featuring Jaguar, Godiva, Piaget, Omega, and Zegna.

Jaguar

This Qixi Festival, Jaguar helped its WeChat fans to make love confessions—F-Type Coupe style. Users were able to choose a message that best describes the receiver, such as gentle, beautiful, strong, or passionate, and the system would generate a digital card for them to convey their feelings.

Jaguar


Godiva

The Belgian chocolatier celebrated Qixi Festival by giving out sweet summer treats at its cafés. Participants who shared their summer love stories on Weibo and couples who took photos before Godiva’s installations in Beijing and Shanghai were eligible to enter for a drawing to win free treats. The brand also launched a gift guide video to remind its fans Chinese Valentine’s Day could also be a day about chocolates.

Godiva


Piaget

This Qixi Festival, Swiss luxury watchmaker Piaget tried to inspire the poet in everyone. In this WeChat campaign, Piaget invited participants to send a love note by choosing a digital letter paper and composing a three-line poem to impress their loved ones.

Piaget


Omega

Swiss luxury watchmaker Omega launched a campaign featuring its “Dark Side of the Moon” Speedmaster Moonwatch. Participants were asked to share their thoughts on the watch on Weibo for a chance to attend the brand’s watchmaking school or to win leather goods.

Omega


Zegna

Italian fashion house Zegna invited its fans to join the conversation of the month “the art of wearing a white suit,” talking about their views, fashion tips, and occasions when they wear it.  The brand will select 20 participants who joined the discussion on Weibo and award mini fragrance sets.

Zegna

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Social Media, Tech