WeChat is considered a crucial tool for international luxury brands doing businesses in China. Today, almost every luxury brand has an official presence on the app competing for readers’ attention. A typical WeChat user receives dozens of posts from brands they follow each day, with only the most interesting and creative content inspiring people to engage.
Below are six WeChat campaigns from luxury fashion brands that caught our eye in the past month.
1. Yves Saint Laurent Beauty
On March 30, Saint Laurent’s beauty line created a WeChat Mini-program to introduce a pop-up store in Sanlitun, Beijing, from April 3-6. Readers could find a link to the mini-program at the end of a post on their subscription account. The mini-program allowed users to virtually enter the pop-up store before it opened to the public. Those who were excited about the store could make an appointment to skip the line, an effective way to get online readers to enter the offline store.
French luxury powerhouse Hermès designed a mini spaceship game for WeChat as a way to introduce its latest menswear capsule collection. When playing the game, users encounter items from the collection, including sneakers, handbags, T-shirts, wallets, and many more. They can also purchase the items directly on WeChat. Using gaming is a smart strategy to win over the heart of young Chinese luxury shoppers.
3. Michael Kors
The latest WeChat campaign from Michael Kors is betting on Chinese consumers’ selfie obsession, especially among women, who make up the brand’s core consumer group. On March 23, Michael Kors shared a post announcing its collaboration with Chinese photo editing app Tiantianpitu (天天P图). Mirrors using the app’s tech were installed in retail stores allowing shoppers to take and edit pictures of themselves before sharing on their social media. Consumers who submit their photos to the brand’s WeChat account from March 23 to May 12 have the chance to win a Bristol handbag.
Italian luxury brand Fendi published a WeChat campaign that provides incentives to visit their #FendiKiosk pop-up store in the Beijing SKP mall. In addition to images of brand ambassadors Gulinazha and Xu Weizhou shot during the opening ceremony, and interiors of the store itself, the first 120 visitors received a special cocktail.
Having found success with art-seeking Chinese millennials at newly renovated historical residence Rong Zhai in Shanghai, Prada held another exhibition, entitled “Roma 1950-1965”, which continues through May 27. The brand’s official WeChat account is being used to drive followers to visit the exhibition using a quick ticket booking service.
6. Miu Miu
In March, Italian luxury brand Miu Miu launched an online boutique on WeChat that lets followers purchase ready-to-wear items from its recent runway show. In the post introducing the new store, readers can browse through different looks from the collection and, by clicking on the pictures, enter Miu Miu’s website where they can seal the deal.