WeChat, China’s top social media platform, has become a handy tool for high-profile luxury brands to not only reach their Chinese consumers, but also to strengthen the prestige and exclusivity of their products. And Hermès, the French luxury powerhouse, is the latest megabrand utilizing it to offer a top-notch experience for its digital customers.
From May 29 to 30, Hermès is hosting a two-day flash sale pop-up store at Shanghai’s Cha House, a historical building that has lately turned into a chic event space, to reintroduce its newest “IT” perfume, Twilly d’ Hermès (retail price at $133), which the Maison created in 2017. Two days before the event, Hermès created an HTML campaign on WeChat for followers to make online reservations.
WeChat followers can click on the inviting GIF to land on the campaign page. Once there, a black-and-white photo a model, wrapped around constantly changing, multi-colored strands of Hermès-patterned ribbons, appears. Users are told to swipe left to discover the Twilly d’ Hermès perfume. By clicking on the text underneath the bottle, consumers will then land on the reservation page with event details. They are then asked to fill in their personal information and contact details to reserve a place. In exchange, this reservation will give them privileged rights, including VIP access, a free gift of Twilly ribbon (first come, first serve,) and a special drink. Plus, reserved guests can bring a plus-one.
The Hermès WeChat event reservation case is a strong example of how luxury brands can direct digital followers to offline, and reward them for their loyalty. By time of this publication, the post garnered over 42,000 pageviews and received 126 likes.