The Social Edition is our weekly series which deep dives into luxury initiatives in China’s social media landscape. Every week, we highlight brand campaigns distributed on Chinese digital platforms — WeChat, Weibo, Tmall, Douyin, and beyond.
Our coverage spotlights global luxury brands, global beauty brands, and local Chinese brands. The latter gives insight into some of China’s most successful campaigns, which often come from local players, and are outside of the beauty and fashion space.
In this week’s roundup, we look at three campaigns, including Louis Vuitton’s Spring/Summer 2022 presentation, Peacebird’s collaboration with homegrown designer brand SHUSHU/TONG, and L’Oréal’s corporate-level branding campaign.
Louis Vuitton Presented Its SS22 Menswear Show With Social Innovations in China
BRAND Louis Vuitton
PLATFORMS WeChat, Weibo, Kuaishou
MEDIUM Image, Short-video, Livestream
FEATURED TALENTS Kris Wu (51M Weibo Followers) | Gong Jun (16M) | Dylan Wang (10M)
| Chase (232K) | INTO1-Mika (1M)
Louis Vuitton unveiled its Spring/Summer menswear 2022 show on June 24 via WeChat Channel, Weibo Livestream, and Kuaishou. It was the first time that the house’s show livestreamed on Kuaishou, thanks to its recent collaboration with Nylon Magazine. In addition to posting a 10-second show trailer, the brand released stand-alone video invitations featuring five male celebrities on its social channels. Meanwhile, the house also announced Chinese actor Gong Jun as its brand ambassador amid the pre-event communication.
The livestream on Weibo and Kuaishou received over 15 million and 567,000 views, respectively, within half an hour. And the Weibo hashtag #LVMenSS22 garnered over 520 million views within a single day, marking a huge engagement for a brand campaign. Traffic has been largely fueled by the five male idols, especially their videos inviting netizens to watch the show.
Louis Vuitton has been a forerunner of playing with digital tactics to improve social engagement. Instead of launching its own official channel on Kuaishou, the brand opted to partner with a media outlet to communicate with video platform users, which helped the brand maintain its brand image while tapping into dynamic online communities. Meanwhile, promoting Gong Jun — one of the hottest emerging stars in China — is a smart decision, leveraging his explosive popularity among Chinese netizens.
Peacebird Collaborates With Homegrown Designer Brand
SHUSHU/TONGBRAND Peacebird, SHUSHU/TONG
PLATFORMS WeChat, Weibo, Little Red Book, Tmall
MEDIUM Image, Short-video
FEATURED TALENTS Ouyang Nana (20M Weibo Followers) | Jing Tian (24M)
Peacebird collaborated with the designer brand SHUSHU/TONG on a capsule collection which dropped on June 22 via Peacebird’s Tmall flagship store and livestream channel. Based on the theme of “the whispers of schoolgirls,” the collaboration deconstructs SHUSHU/TONG’s iconic feminine style and features unique designs such as bow coats, silhouette dresses, and doll collar shirts, all depicting a dreamy and romantic young female image. Pricing for the collection ranges from 399 to 939 RMB ($61 to $145), which is far below SHUSHU/TONG’s normal collection price range.
The campaign hashtag #PeacebirdxShushu/
This collaboration increased SHUSHU/TONG’s accessibility among local shoppers with tight budgets. It also helped the two brands reach a wider audience and achieve a greater market share. However, some users complained about the shopping experience on Peacebird’s Tmall store due to its low stock and unsatisfactory client service, which could impact new customers perception of SHUSHU/TONG to some extent.
L’Oréal’s New Campaign Resonates With China’s Beauty Shoppers
PLATFORMS WeChat, Weibo, Little Red Book, Douyin
L’Oréal rolled out its new global campaign “Create the beauty that moves the world” on June 20. The title echoes the group’s mission of turning beauty into a powerful force. The campaign, meanwhile, features an online and offline initiative that encourages netizens to take photos of their L’Oréal Group products and share them on social platforms. Users can join the campaign by tagging #WhatIsBeauty and attaching their photos of what beauty means to them.
The campaign post received over 15,100 views on WeChat. More impressively, the campaign hashtag #WhatIsBeauty garnered over 60 million views in one day. According to Chinese beauty enthusiast reactions, they appear to be a very vocal segment and enjoy expressing their diverse understanding of what beauty means to them.
This corporate-level branding campaign helped to improve the awareness of 28 L’Oréal Group beauty brands in China. By incorporating various agendas that the group has been committed to — beauty technology, female empowerment, sustainability, and climate change — L’Oréal has showcased its social responsibility and employment engagement, as well as its financial achievements in China’s vast beauty market.