WeChat remains one of the most important social media channels for luxury brands to connect with Chinese consumers. A recent report by WeChat marketing agency CuriosityChina lists the best WeChat campaigns luxury brands launched this month. It highlights best practices, which include the use of mini-programs, placing ads on Moments, and designing entertaining games and HTML5 pages for readers.
From the report, we’ve selected nine brands doing the most innovative and engaging work on WeChat.
9. Louis XIII Cognac
One of the world’s most coveted and expensive spirits, Louis XIII Cognac launched a mini-program that allows followers to directly purchase bottles on WeChat. A user center with real-time customer service assists in the shopping process. The mini-program also presents the history of the brand and offers a store locator to direct online customers to offline stores. Payments are completed using WeChat Pay.
8. Audemars Piguet
The Swiss luxury watch brand Audemars Piguet launched its first WeChat pop-up store via a mini-program last week to introduce its latest items to Chinese consumers. Readers can find detailed information on each watch and place the orders directly from the mini-program.
Following the launch of JD.com’s luxury platform Toplife last year, and JD.com’s strengthened partnership with Tencent earlier this year, Toplife now has its own WeChat mini-program boutique. The mini-program features all of the brands currently available on the official Toplife site and app, allowing WeChat users to buy the full selection of offerings without ever leaving WeChat.
Following the success of the first WeChat gamification marketing campaign last year, high-end French cosmetics brand Guerlain issued a new game named “My Rouge-G” to introduce their latest lipstick to China. The new game is a race between users. Winners need to visit Guerlain’s retail stores to collect their rewards, increasing foot traffic.
One of the most sophisticated players on WeChat, Dior recently launched a game to promote its new “Black and White” collection. The interactive campaign helps the brand reach out and engage with potential buyers of their products.
Armani chose to place ads on Moments to promote its latest collection in China. A group of targeted users will see the ad on their Moments feed, where they can like the ads and interact with friends who also view them. Clicking on the ads, readers will receive an immersive experience that has videos featuring brand ambassador Hu Ge in Armani outfits.
3. Stuart Weitzman
The premium footwear brand Stuart Weitzman also used Moments Ads to showcase their latest products. The ad campaign featured Fil Xiao Bai and Li Hun, two online influencers, who have a massive following among Chinese millennials. The campaign page also offers a store locator that encourages users to visit the nearest physical stores to make a purchase.
The Italian menswear couture house Brioni, said to be the favorite of James Bond, recently stepped up its digital efforts in China. WeChat is one of the few entry points for them to educate and engage with a Chinese audience. The brand placed a Moments ad that mainly aims to showcase the brand’s history and unique craftsmanship.
Last week, the French luxury powerhouse Hermès had a grand client event titled “Fast Forward Men” in Shanghai. The brand designed a WeChat HTML5 campaign to build up to the event and grow its audience. The page showed a countdown to the event and let readers purchase special edition Hermès scarves.