China: This Week In Digital Luxury Marketing

A roundup of ongoing Christmas and Chinese New Year campaigns in China through December 31, featuring Lacoste, Lancôme, Coach, Ferrari, and Canon. Lacoste French clothing company Lacoste has launched a campaign titled “Lacoste Christmas Wishlist”, inviting its fans to share their Lacoste wishlist on Weibo and “save their friends some trouble”. Now through December 20, those who refer the campaign post and share their list will have the opportunity to win an electronic gift card valued at 1,000 yuan. Lancôme French luxury cosmetics house Lancôme has launched a campaign on Weibo to “arm” its fans for their upcoming Christmas parties. Now through December 31, those who share the campaign post and tag three of their “most stylish friends” will have an opportunity to win a “holidays sparkling eyeshadow kit”. Coach To celebrate the spirit of giving, American luxury leather goods company Coach has “upgraded” its weekly “Try Your Luck” sweepstakes on WeChat to a daily one from December 17 to 25. Similar to what L’Occitane asked participants to do in last week’s campaign, Coach asks its fans to share screenshots of themselves entering the sweepstakes on their “walls”, collect “likes” from friends, and send the screenshot to Coach to win holiday gifts. Ferrari With the prancing stallion as its icon, Italian luxury sports car manufacturer Ferrari has launched a campaign to welcome the coming of “its year”, the Year of the Horse. Participants are asked to compose Spring Festival couplet poems for the brand and share them on Weibo; Ferrari will select three poems that best represent the brand’s spirit, and make them into Ferrari’s 2014 exclusive couplets. The three winning authors will be awarded Ferrari watches. Canon Japanese printer company Canon, in collaboration with Tianjin Airlines, has also launched a campaign on Weibo titled “Come Home for Your Loved Ones”, featuring the upcoming Chinese New Year. Participants are asked to follow the two companies’ Weibo pages and share their family portraits or write about their “wishes of going home for the New Year” for a chance to win a one-way flight home or a Canon CP900 Compact Photo Printer.

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China: This Week In Digital Luxury Marketing