China: This Week In Digital Luxury Marketing

A roundup of recent and ongoing campaigns in China through December 31, featuring Max Factor, TAG Heuer, Lexus, Timberland, and L’Occitane en Provence. Max Factor Before the American makeup house Max Factor presents the top makeup trend for Spring 2014 at a fashion event in Beijing, the brand invites its fans to participate in a poll on Weibo to predict which of the following makeup looks are in style next year: natural, Barbie doll, old school, modern, or punk. Those who participate in the poll and refer the campaign post to friends will have the chance to win a lipstick from Max Factor. TAG Heuer Swiss luxury watch manufacturer TAG Heuer has launched two holiday campaigns, titled “TAG Heuer Makes Your Dreams Come True” I and II. In the first campaign, now through December 25, the brand invites its fans to visit designated stores and write down holiday wishes on the wish cards provided in the stores. TAG Heuer will collect all wish cards, share them online, and put them up for public voting. The brand will help the participant with the highest number of votes realize his/her wish. In the second campaign, now through December 31, those who become TAG Heuer’s WeChat subscribers and put their favorite watches into wish lists will have the opportunity to win a copy of the limited-edition "TAG Heuer 150 Years Book". Lexus Japanese luxury automaker Lexus is giving away the newest issue of its quarterly magazine BEYOND BY LEXUS on Weibo. Now through December 11, participants are asked to answer “what are the first three adjectives that pop into your mind when you think of Lexus?” for a chance to win a copy of the magazine. Timberland American manufacturer of outdoors wear Timberland launched a campaign on WeChat entitled “Guess How Old These Shoes Are”. The brand posted a photo of a fan’s shoes and asked participants to reply with guesses of “how old” the shoes were. Each participant was allowed to have three guesses, and those with the correct answers would have the opportunity to win a Timberland flash drive. L’Occitane French skincare house L’Occitane en Provence has launched a holiday campaign on WeChat. Now thorugh December 11, the brand asks its fans to share the holiday promotion message in group chats, collect at least one “like” from friends, and send the screenshot to L’Occitane for a chance to win a “holiday red envelope”. The top five participants whose messages have the most “likes” will be awarded a holiday gift from the brand.

China: This Week In Digital Luxury Marketing

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Published December 11, 2013

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China: This Week In Digital Luxury Marketing