China: This Week In Digital Luxury Marketing

A roundup of ongoing Mother’s Day digital campaigns on China’s social media, featuring Furla, Ted Baker, Chow Tai Fook, Guerlain, and Sephora. Furla This Mother’s Day, Italian handbag maker Furla is focusing on the “like mother, like daughter” type of mother-daughter bond. The brand has created a Weibo campaign featuring four mother-daughter matching handbags for participants to choose from, and those who retweet the post will have a chance to win one (unfortunately, not two) Candy Satchel handbag. Ted Baker British apparel company Ted Baker has launched two campaigns on Weibo and WeChat. Now through May 9, paticipants who retweet the Weibo post and shout out to their mothers will have the opportunity to win gifts; those who participate in in-store WeChat campaigns at Beijing and Shanghai locations will be eligible to redeem limited-edition gifts. Chow Tai Fook Hong Kong jewelry group Chow Tai Fook has launched an interactive app called “My Best Mom” accessible via Weibo, allowing users to create a “certificate of appreciation” for mothers to share on social platforms. The app features nine “mom types” and jewelry styles to choose from, as well as a drawing at the end. Guerlain French luxury skincare and cosmetics house Guerlain has launched a Weibo campaign featuring its Orchidée Impériale product line. Now through May 11, those who retweet and write a post to show their love to their mothers on Weibo will have an opportunity to win an Orchidée Impériale skincare session (valued at RMB 500 yuan) as a Mother’s Day gift. Sephora LVMH-owned cosmetics chain Sephora has created an app to help customize Mother’s Day digital cards. Users can upload photos, write messages, select pictures from Sephora’s product recommendations, and share their cards to participate in a draw.

Sectors

Insights

Company

China: This Week In Digital Luxury Marketing