China: This Week In Digital Luxury Marketing

A roundup of recent and ongoing digital campaigns on China’s social media, featuring Burberry, BMW, Tommy Hilfiger, Shiseido, and Shu Uemura. Burberry Following its F/W 2014 show at London Fashion Week, British luxury fashion house Burberry has launched a WeChat campaign providing show recaps for its fans. Fans are invited to reply with “Made for ___” to receive more information on customizing metal name plaques when they purchase items from the F/W 2014 collection, reply “Fashion Show Look” for an audio (in English) and text (in Chinese) guide to the women’s collection, “The Bloomsbury Girls”, or reply “Show Attendees” for red-carpet and backstage photos of celebrities such as Hong Kong-based model Angelababy and Taiwanese actress Kwai Lun-Mei. BMW German luxury auto manufacturer BMW launched a campaign on both WeChat and Weibo for the Lantern Festival (the 15th day of Chinese New Year) and used one of the essential traditions—riddle solving—to engage its fans. The brand posted a picture of the riddle written on a red lantern, and invited fans to guess one Chinese word based on the hint. Tommy Hilfiger American fashion house Tommy Hilfiger just presented its fall collection at New York Fashion Week, and is now asking its Weibo fans to share their thoughts on this year’s adventurous theme. Now through February 17, those who write posts on their favorite items or fashion elements will have a chance to win gift cards. Shiseido Japanese haircare and cosmetics house Shiseido is offering a factory tour in late February to its Weibo fans. Those who correctly answer what the address of Shiseido’s Zhangjiang factory is before February 25 will have the chance visit the brand’s manufacturing headquarters in Shanghai. Shu Uemura Japanese cosmetics house Shu Uemura has launched a campaign on Weibo asking its fans to identify which product is hidden in the picture provided. Now through February, those with the correct answer will have the opportunity to win gifts.

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China: This Week In Digital Luxury Marketing