China: This Week In Digital Luxury Marketing

A roundup of recent and ongoing digital campaigns on China’s social media, featuring Rado, Boucheron, Michael Kors, Jaguar, and Olay. Rado While a large number of brands are focusing on the FIFA World Cup this season, Swiss luxury watchmaker Rado has been concentrating on Wimbledon thanks to its strong tie with tennis because of the brand’s ambassador, Scottish tennis superstar Andy Murray. Since this spring, Rado has been hosting weekly quiz contests and asking tennis questions to engage its Weibo fans and to award gifts. Boucheron French jewelry house Boucheron has launched a quiz contest titled “Journey of Light with Boucheron.” From now through the end of July, participants are asked to correctly answer five questions on the brand and share their answers on Weibo to collect “likes” for a chance to win fragrance, photo albums, or a trip for two to the Paris Arts and Antiques Biannual. Michael Kors American fashion house Michael Kors is asking its fans to share which their “winning garment or accessory” from the brand’s summer collection is, either by snapping a picture and replying on WeChat or commenting on Weibo, for an opportunity to receive another item from the collection. Jaguar To build anticipation for the release of its new mini-movie directed by Matthew Vaughn and starring the brand’s new face for China, David Beckham, Jaguar created a mobile site accessible via WeChat to showcase seven “legendary highlights” of the movie. The brand also invited WeChat fans to ask questions on the making of the movie for a chance to win limited-edition gifts. Olay American skincare line Olay has launched a campaign titled “Where Will the Prince Charming Visit”, featuring a “close-up fair skin magic mirror” and a meet-and-greet opportunity with Chinese actor Chen Xiao on July 17. On the campaign site accessible via WeChat, participants are able to vote for their cities and determine the location of the meet and greet. They are also able to access the “close-up fair skin magic mirror” on the campaign site, test their “close-up fair skin quotient” by uploading or taking a photo, and share the results on Weibo for a chance to attend the meet-up or to win skin-whitening products.

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China: This Week In Digital Luxury Marketing