China: This Week In Digital Luxury Marketing

A roundup of recent digital campaigns on China’s social media, featuring Burberry, Kate Spade, Olay, Shiseido, and Ted Baker. Burberry In order to promote its new My Burberry fragrance for women, the British luxury brand is sponsoring an app in WeChat that allows users to enter their initials to create a special custom monogrammed bottle. The app then provides users with information on how to purchase their bottle in-store or online. Kate Spade The American fashion and leather goods brand is promoting its new travel photo book Places to Go, People to See with a WeChat contest to become “the first Chinese woman to win the book.” In order to participate, followers must go to a Kate Spade store before November 30, look at the book, and take a photo of their favorite image. Those who send the picture to friends and Kate Spade’s WeChat account will be entered for a chance to win a copy. Olay In a co-promotion of the new Chinese romantic comedy Women Who Flirt (Chinese: 《撒娇女人最好命》, which literally translates to “Women who flirt have the best lives”), the American skincare company joins in on the “selfie campaign” trend to promote its anti-aging products with a contest between November 11 and 20. To enter, followers need to publish a Weibo post with a selfie that showcases their “anti-aging beauty” along with a hashtag that means “Olay’s anti-aging women have the best lives” (Chinese: #Olay逆龄女人最好命#), which plays off the movie’s Chinese-language title. The first-place winner will receive a five-piece gift set of Olay’s products in red bottles, second place will receive five tickets to see the film, and third place will receive five promotional pillows with the movie’s name. Shiseido From now until November 30, the Japanese beauty brand is hosting an interactive app on WeChat to promote its Ultimune Power Infusing Concentrate. Users have the opportunity to share with a friend and scroll through a feature offering information on the product’s ingredients and reviews by KOLs. At the end of the app, they can then write their own comment for a chance to win the product. Ted Baker In a WeChat promotion of its Fall/Winter 2014 collection, the British clothing and accessories brand is hosting a contest featuring “street style” photos with the city of Hong Kong as a backdrop. Followers are asked to vote on their favorite look in order to be entered for the chance to win a Ted Baker bag.

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China: This Week In Digital Luxury Marketing