China: This Week In Digital Luxury Marketing

A roundup of recent and ongoing campaigns in China through September 29, featuring L’Occitane en Provence, BMW, Sisley, Dior, and Volvo. L’Occitane en Provence French skincare company L’Occitane en Provence has launched a campaign on WeChat titled “Your Dream Travel Destination” (Chinese: 梦想目的地). From now through September 25, followers are asked to reply where their dream destinations are to L’Occitane’s WeChat account for a chance to take home a travel collection. BMW Leading German auto manufacturer BMW recently launched a campaign on WeChat to announce its sponsorship of The Peacock (孔雀), a dance drama created by renowned Chinese choreographer Yang Liping. Followers were asked to send the keywords “stunningly beautiful” (Chinese: 惊世之美) to BMW China’s WeChat account for a free download of the BMW 6 Series wallpaper. Those who shared the wallpaper through group chat could take a screenshot and send it to BMW for a chance to win a pair of tickets to The Peacock’s Beijing show. Five winners were selected and announced on September 22. Sisley French skincare and cosmetics house Sisley has launched a campaign integrating two of its digital platforms, WeChat and its online store. The campaign is titled “Empty Bottle Strategy” (Chinese: 空瓶计, a parody of “Empty Fort Strategy” (空城计), and WeChat followers have two ways to participate in it. From now through September 29, participants can send a picture of their empty Sisley bottles along with the e-mail addresses they registered on Sisley’s online store to Sisley’s WeChat account for a chance to win a bottle of pore minimizer (5 ml); they can also take a picture of the empty bottle, share it via group chat along with the Chinese characters for "empty bottle" (kong ping, 空瓶), and send a screenshot of it to Sisley’s WeChat account for an opportunity to win a Sisley Emulsion Ecologique (50 ml). Dior In celebration of Dior’s upcoming “The Spirit of Dior” exhibition in Shanghai, the brand launched a campaign on Weibo. Participants were asked to follow Dior on Weibo (@迪奧) and refer the post to one friend for a chance to win two tickets to the “Sina Weibo VIP Night” at the Museum of Contemporary Art in Shanghai. Winners were announced on September 24. Volvo In response to China’s massive pollution problem, Swedish multinational auto manufacturer Volvo launched a campaign titled “Green Air” (绿色深呼吸). Participants were asked to follow Volvo (@沃尔沃汽车中国) and Galaxy SOHO (@银河SOHO), as well as share their ideas for environmental protection with the hashtag “#绿色深呼吸#”. The participant with the best post was selected on September 18 as Volvo’s “Green Ambassador” and was awarded one-year ownership of the Volvo V40.

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China: This Week In Digital Luxury Marketing