Luxury marketing: 10 campaigns that worked in 2024

In the ever-evolving landscape of luxury marketing, brands are increasingly leveraging creativity, cultural relevance, and digital innovation to connect with today’s sophisticated consumers. This collection of standout campaigns highlights how brands like Dior, Miu Miu, and Charlotte Tilbury are redefining engagement by blending tradition with modernity, offering experiences that go beyond products to create lasting impressions. Whether through high-profile collaborations or digital-first initiatives, these brands are shaping the conversation in the luxury space, setting new standards for what it means to truly engage Chinese and global consumers. Charlotte Tilbury x F1 Charlotte Tilbury made history as Formula 1’s first beauty partner, marking a pivotal moment for women in motorsport. The collaboration celebrates the rising influence of female drivers and fans while positioning beauty as an integral part of the F1 lifestyle. By blending glamour with empowerment, the partnership reflects Charlotte Tilbury’s vision of breaking boundaries, underscoring its relevance in a traditionally male-dominated space. Read more Dior’s ‘Gold House’ Dior’s Gold House concept store in Bangkok exemplifies the French maison’s mastery of cultural storytelling. Unveiled with a glamorous opening featuring Blackpink’s Jisoo and Thai A-listers, the store merges Dior’s heritage with Thailand’s vibrant artistic spirit. Located in the heart of the Phloenchit district, it redefines luxury retail by offering an immersive experience that blends art, design, and fashion, solidifying Dior’s leadership in Southeast Asia’s high-end market. Read more Balenciaga’s tape bangle Balenciaga’s $3,300 tape-inspired bangle sparked a social media frenzy in China. While some poked fun at its gimmicky design with DIY replicas, others criticized the luxury industry’s penchant for provocative designs. Despite the polarizing reactions, the campaign cemented Balenciaga’s position as a disruptor in the luxury market, adept at turning controversy into conversation. Read more Miu Miu’s ‘Summer Reads’ pop up Miu Miu’s “Summer Reads” pop-up series combines literary sophistication with its signature playful aesthetic. This year, from New York to Hong Kong, feminist classics were gifted alongside branded popsicles, generating a buzz both online and offline. Influencers like Michelle Li and Qin Huilan showcased the initiative in head-to-toe Miu Miu looks, helping the brand engage its audience beyond fashion. The campaign’s viral success underscores the power of aligning luxury with intellectual and lifestyle aspirations. Read more Kans’ Douyin mini-drama Kans redefined C-beauty marketing with its Douyin mini-dramas, achieving up to 1.2 billion views per series. These bite-sized narratives, co-created with top influencers, blend workplace tales and romantic storylines, seamlessly embedding Kans products into the plot. The strategy not only boosted sales but also positioned Kans as a leader in digital-first luxury skincare. Read more Winona’s CNY gift box Winona’s 2024 Lunar New Year campaign celebrated Yunnan’s Jiama woodcut engraving, blending traditional culture with skincare. Its “Beautiful Wishes Come True” gift box highlighted China’s intangible cultural heritage, earning praise from consumers and government bodies alike. By tying skincare to national pride, Winona strengthened its emotional resonance with Chinese shoppers. Read more Arc’teryx museum flagship store Arc’teryx elevates retail with its eco-experience flagship on Shanghai’s Nanjing West Road. Inspired by Vancouver’s rugged landscapes, the store offers a four-story journey of discovery, including an apparel repair service and exclusive exhibits. A dragon-themed jacket release for the Lunar New Year sparked a social media frenzy, proving Arc’teryx’s ability to merge luxury and functionality in China’s winter sports market. Read more Moncler’s City of Genius Moncler’s City of Genius in Shanghai fused global creativity with local culture during Fashion Week. Collaborations with stars like Donald Glover and Hiroshi Fujiwara, alongside works by photographer Wing Shya and artist Xu Bing, created a dynamic showcase of art, fashion, and calligraphy. The event reinforced Moncler’s reputation as a pioneer in immersive luxury experiences. Read more Ami’s city walk Ami’s “Paris Paris Bag Hunt” leveraged the city walk trend to captivate China’s urban explorers. With 17.9 million views, the campaign invited participants to rediscover their surroundings while engaging with the brand. By blending digital gamification with physical exploration, Ami tapped into Gen Z’s craving for meaningful, sharable experiences. Read more Uniskin’s ‘Two Suns’ campaign Uniskin bridged the traditional culture of the Yi ethnic minority with modern skincare in its “Two Suns” project. In collaboration with influencer Nini, the campaign spotlighted Yi embroidery and their cultural reverence for the sun through a compelling short film. By intertwining cultural storytelling with sun protection, Uniskin created a standout narrative that deepened its emotional connection with Chinese consumers. Read more

Luxury brands’ cultural marketing wins of 2024

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Luxury brands’ cultural marketing wins of 2024