The Social Edition is a weekly special-focus Jing Daily newsletter, 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 addition, we deliver need-to-know news, updates, and best practices on navigating social media platforms in China within the luxury space.
The below is an excerpt from The Social Edition newsletter. For weekly coverage, subscribe to the full newsletter here. In this week's edition, we looked at three campaigns: from booming local intimates brand NEIWAI to MAC's innovative livestream activation and Fendi Spring 2020.
Weibo, WeChat, Tmall
“Body Talk” is the latest installment in the short-video series campaign “No Body Is Nobody” by the Chinese intimates brand NEIWAI. Continuing the label’s dedication to encouraging body positivity, the first volume of “Body Talk” features three females sharing their personal journeys as plus-size women. The nine-minute video was launched in conjunction with NEIWAI’s “body diversity” slogan T-shirts. The campaign and T-shirts resonate with a growing community of Chinese females who are joining the body positive movement.
The video campaign has received over 8,800 and 13,000 views on Weibo and WeChat respectively at the time of publishing. The open discussion, “Have you ever felt anxious about being overweight?” on WeChat has gained 144 likes and attracted users to share their personal stories.
Insteading of casting celebrities with “idealized” body shapes, NEIWAI invited everyday females to share intimate narratives. The choice adds a level of relatability to NEIWAI’s marketing, which largely appeals to the underserved plus-sized market in China. As a leading player promoting body positivity in China, the brand presents a clear understanding of the sophisticated millennial and Gen Z woman who holds brands to high expectations. The campaign successfully generated organic discussion on Chinese social media, thanks to the emotional connection and trust created between the brand and consumers.
WeChat, Weibo, Tmall
Livestream, Short Video
Featuring MAC Cosmetics’ signature matte finish products, this Spring 2020 campaign went live alongside a makeup reality show competition on Taobao Live — the first of its kind. In this innovative model, makeup experts showcased the brand’s foundation, eye palettes, and lipsticks through applying them on models and interactive tutorials with audiences. All of the products in the livestream are available for purchase on MAC’s Tmall flagship store; users need only click through on-screen links to access the product.
Lay Zhang (48.8M Followers) | Li Jiaqi (13.1M) | Li Wenhan (10.7M) | Zhao Lusi (8.7M)
The campaign has seen tremendous success on social media platforms. The Weibo hashtag “The Matte Renaissance” received 400 million views and the livestreams on Taobao amounted to 301,113 views. Users posted under the Weibo hashtag to share what they purchased during the live show as a way of supporting their idols.
The campaign’s live battle segment added a new level of playfulness to the standard livestream format that merely promotes products, while the “see now, buy now” model effectively drove product sales. Besides casting top-tier influencers and celebrities on the cloud, MAC collaborated with micro-influencers specializing in makeup. Their strong influence among the makeup community cannot be underestimated. Overall, the campaign struck the right note, leaning on its creative format and a dynamic mix of influencers.
Imagery, Mini Program
To promote its Spring 2020 collection, Fendi has leveraged a range of well-designed posts on WeChat. Its most recent March 26 post on WeChat includes a mix of content with a menswear focus, bringing together a range of assets from magazine shoots in addition to the brand’s own imagery. Xu WeiZhou, the spokesperson for Fendi’s Peekabo handbag, is front and center, but the post also features a wide range of influencers, models, and idols. The post includes in-article product links that connect directly to the brand’s website. Elsewhere, Fendi's current Mini Program offers an in-app shopping entry point for users. However, there is a disconnect between Fendi's Mini Program and the content being shared through its individual WeChat posts.
Xu Weizhou (11.7M Followers) | Qiao Xin (7.6M) | @Fil小白 (4.9M) | Xu Guanghan (3.3M)
Fendi's Spring 2020 promotions have been well-received by WeChat users. They spoke highly of the selection of Xu Weizhou, the spokesman for Fendi’s Peekaboo bag, adding that he stands for the brand's DNA. The latest WeChat post received over 14,000 views and high engagement.
While Fendi’s Spring 2020 WeChat promotion is checking all the right boxes, these boxes have become standard for most luxury brands. The activation has failed to push digital social limits or to go above and beyond to engage shoppers. Given the current COVID-19 climate, brands have had to walk a fine line and avoid over-promotion or seeming tone deaf. But as the path to normalcy returns, brands have an opportunity to re-engage. It is also important that brands keep in mind integration between their WeChat posts and WeChat Mini Program. In Fendi's case, its individual WeChat posts are all linking out to the brand's website, instead of its Mini Program. Some variation is beneficial, and brands can aim to have purchase entry points for both its Mini Program and website. However, a closed content-to-purchase WeChat loop should always be present.
This is an excerpt from The Social Edition newsletter. For full weekly coverage, subscribe to the newsletter here.