China: This Week In Digital Luxury Marketing

A roundup of recent and ongoing digital campaigns on China’s social media, featuring Marc Jacobs, TAG Heuer, Chow Tai Fook, Kenzo, and Westin. Marc Jacobs Last week’s White Valentine’s Day (March 14) finally got American fashion house Marc Jacobs decide to do what it rarely does—launch an interactive digital campaign on WeChat. In the campaign “White Valentine’s Day Color Analysis” that ended on March 16, participants were directed to the mobile mini-site to select their partners’ favorite colors and receive a color personality analysis and product recommendation. Those who shared the results on WeChat’s Moments and collected 35 likes were eligible to enter a drawing. TAG Heuer Swiss luxury watchmaker TAG Heuer also launched a similar campaign to celebrate White Valentine’s Day. The brand put up eight digital flip cards on Weibo, each with a “boyfriend type” written on it for fans to click on to see corresponding watch style recommendations. Chow Tai Fook Hong Kong-based jeweler Chow Tai Fook launched two Sina Weibo campaigns that started at the beginning of the year. In the campaign titled “The Love Translator” that ended in mid-January, participants were invited to input what their loved ones said (Chinese or English) and have the statements translated into what they were actually thinking. Those who shared the results on Weibo were eligible to enter a draw. In the campaign titled “Show Love” that spans from mid February to late March, fans are invited to create their digital postcards by recording or typing their messages and selecting the recipient and a “witness”, a featured picture, and a photo of a pair of rings from several available styles for a chance to win jewelry. Kenzo French luxury house Kenzo has launched a campaign on Weibo featuring its Flower in the Air fragrance. The brand is asking its fans to “collect four poppy petals”; a click to each “petal” leads to a page with either a video featuring actress Shu Qi or a written introduction of the fragrance. Participants are encouraged to share the post to win gifts. Westin As an advocate of healthy lifestyles, international hotel chain Westin frequently posts well-being tips and health knowledge on Weibo. The brand recently invited its fans to assess themselves with a well-being test on Weibo and share the campaign post to win gifts from the hotel.

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China: This Week In Digital Luxury Marketing