China: This Week In Digital Luxury Marketing

    A roundup of ongoing campaigns in China through November 3, featuring Coach, Guess, Fendi, Lancôme, and Olay.
    Jing Daily
    Jasmine LuAuthor
      Published   in Technology

    A roundup of ongoing campaigns in China through November 3, featuring Coach, Guess, Fendi, Lancôme, and Olay. There are very few “spooky” marketing campaigns despite that this is the week of Halloween.


    To celebrate the spirit of Halloween, American leather goods company Coach is running a pumpkin-carving contest. The brand invites its fans to share a picture of their pumpkin carvings with the hashtag #Coach’s Pumpkin Carving Contest# (Chinese: #COACH刻南瓜大赛#) on Weibo, and the most creative participant will be awarded a gift from Coach.


    As Halloween approaches, American fashion house Guess has launched a campaign “I’d Rather be a Nobody if not a Queen” (Chinese: 要么不做,要就要做女王), featuring gold-colored watches for a stylish “Queen” look for Halloween parties. Now through October 31, those who wish to win a gift from Guess are asked to refer the post, choose their favorite watch from the picture, and share their ideas of pulling off a “Queen” look.


    This year, Italian luxury fashion brand Fendi is celebrating its 88th anniversary, and the number eight, which is auspicious in Chinese culture, plays an inspiring figure of its campaign on Weibo. Now through November 3, fans are asked to share a picture of them with the number “8” hand gestures or poses, with the hashtag “#Fendi 88 Years of Craftsmanship#” (Chinese: #FENDI 88周年致趣匠艺#) and the handle “@FENDI”. Three participants will win a purse valued at RMB 1,580 from Fendi.


    To promote the Génifique product line, French luxury skincare and cosmetics house Lancôme has launched a campaign titled “Lancôme’s The Little Black Bottle Daily Question Challenge” (Chinese: 兰蔻「小黑瓶」升级大闯关) on Weibo. Now on its ninth day, the brand asks its fans to answer the question, “How many international beauty awards has the Little Black Bottle win so far?” Those who follow Lancôme, refer the post, and provide the correct answer will have the chance to win a bottle of the product.


    American skincare company Olay has launched a campaign on Weibo featuring Chinese artists’ autumn melancholy. The campaign is inspired by a 28-character calligraphy masterpiece “Timely Clearing After Snowfall” (Chinese: 快雪时晴帖) by Wang Xizhi from the Jin dynasty to greet a close friend and to convey the sorrow of promises never realized. The brand invites its fans to compose a message like Wang to the person they miss the most with the hashtag “#Olay Timely Clearing After Snowfall#” (Chinese: #Olay快雪时晴帖#).

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