China: This Week In Digital Luxury Marketing

A roundup of new and ongoing campaigns in China through July 9, featuring Bomoda, Bayankala, Starbucks, Guess, Sephora, and Kiehl's. Bomoda and Bayankala This past weekend, luxury shopping newsletter site Bomoda launched a marketing campaign featuring Bayankala skincare products on WeChat. Participants were asked to enter keywords describing their skin problems (e.g., sensitive) and Bomoda would send them back a tailored product list. Participants would follow the directions of the product sheet they received and replied with their email addresses plus the keyword "detox" (paidu 排毒) to win a Bayankala skincare box set valued at RMB 3,286. Winners were announced on Monday. Starbucks As people are soaking themselves in the rays of summer, Mid-Autumn Festival is in fact approaching faster than anyone had anticipated. Starbucks China kicked off the preparation for the season of family reunions early, with a promotion entitled “The Art of Giving.” The campaign features the My Starbucks Rewards program and Starbucks Mooncake gift boxes. For participants who registered for My Starbucks Rewards on June 24 or earlier, surprise mooncake rewards were loaded onto their accounts. New participants who successfully register a new card (or add an existing account) from June 25 to September 18 receive a 10 percent off coupon for a mooncake gift box. Guess Guess celebrates the Class of 2013’s achievements and invites them to post their heartfelt graduation messages on Weibo while donning caps and gowns. From now through July 12, participants who retweet the post "speak from your heart this graduation season" (#你想在毕业季大声说#) and leave their graduation messages hashtagged "graduation quote" (#毕业语#) are eligible for an opportunity to win a prize. Twenty participants will be selected and awarded a black patent leather bag from Guess. Sephora Sephora has launched a campaign on Weibo entitled “Do Your Makeup Like a Star.” Between now and July 9th, participants are asked to choose their favorite celebrity makeup looks and apply them with the help of a clerk at any participating branches in Shanghai. Participants are encouraged to snap pictures of the finished makeup looks and upload them with hashtag #SEPHORA美力掠影# on Weibo. Three top participants will model for a fashion photo shoot; each of the thirty participant selected will be awarded a pair of movie tickets to Wanda Cinemas. Kiehl’s American skincare company Kiehl’s invites its fans to join the “Rescue Heroes for Pandas” campaign on its official website and post message of support on its campaign post on Weibo (#科颜氏携手赵又廷，释放青春正能量#). Each participant is eligible to enter a drawing for a limited edition of the Rare Earth Deep Pore Cleansing Masque and a stuffed panda signed by Kiehl’s spokesperson Mark Zhao.

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China: This Week In Digital Luxury Marketing