China: This Week In Digital Luxury Marketing

A roundup of recent digital campaigns on China’s social media, featuring Coach, Bentley, Volkswagen, Tesla, and M.A.C.

Coach

American fashion house Coach launched a Weibo campaign inspired by Chinese model and actress Yang Ying’s (also known as “Angelababy”) street looks as an attendee of the New York Fashion Week in September. Participants of the campaign were asked to find their favorite items that Yang wore on Coach’s official website, and share them on Weibo for a chance to win the items.

Coach


Bentley

British luxury automaker Bentley has launched an app on WeChat to help fans select the most suitable Bentleys. Through intuitively selecting photos representing the lifestyles they are yearning for, their favorite color tones, and their favorite art pieces, the participants will be matched with the most suitable Bentley models. Those who share the results on social media are eligible to enter to win a Bentley flash drive.

Bentley

 


Tesla

Following its successful 12-day and 13-charging station roadtrip challenge called “Green Sky Roads, Legendary Historical Trails” across the Qinghai-Tibet Plateau in China, American electric-vehicle manufacturer Tesla invites fans to send greetings to the newly pioneered  “Sky Route” on Weibo. Fifty participants will be awarded a set of Sky Route-themed postcards.

Tesla


M.A.C

In late August, M.A.C Cosmetics launched a Weibo campaign featuring all-new makeup sets of different hues: pink, nude, coral, beige, and purple. Participants were asked to write a creative post recommending one makeup hue to a Weibo friend based on his/her qualities and tag him/her, for a chance to win the designated makeup set for the friend.

MAC


Volkswagen

Like Bentley, German automaker Volkswagen has also launched a similar “like car, like person” campaign on Weibo. Participants are asked to talk about which personality type they belong to (adventurous, optimistic, rational, and melancholy) and their favorite Volkswagen model in the comment section for a chance to win in-car air purifiers.

VW

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Social Media, Tech