China: This Week In Digital Luxury Marketing

    A roundup of ongoing Chinese New Year campaigns in China through February 10, featuring Louis Vuitton, Lancôme, Porsche, L'Oréal, and TAG Heuer.
    Jing Daily
    Jasmine LuAuthor
      Published   in Technology

    A roundup of ongoing Chinese New Year campaigns in China through February 10, featuring Louis Vuitton, Lancôme, Porsche, L'Oréal, and TAG Heuer.

    Louis Vuitton#

    Louis Vuitton has launched a campaign titled “Louis Vuitton’s Luxury; Premier Choices” (Chinese: 路易威登奢尚臻选) on Weibo. Now through January 31, participants are asked to point out their favorite items in the pictures provided by the brand and share their New Year wishes, as well as share the post and tag friends on Weibo. The brand will draw two participants who voted for the most popular item and award Louis Vuitton travel books.


    French luxury cosmetics house Lancôme has launched a tri-platform (WeChat, Weibo, and the brand’s community website) campaign titled “A Merry Lancôme New Year” (Chinese: 兰蔻幸福年), helping its fans to create digital talking greeting cards for the upcoming Chinese New Year. Now through February 10, participants are asked to follow the instructions on WeChat and send photos that represent their “happy moments”, and record greetings using WeChat’s voice message function. Talking photos will then be created and be uploaded to Lancôme’s online community website, “Rose Beauty”. Participants can share the photos with friends on Weibo, and those who collect the most “likes” will have the chance to win gifts from the brand.


    For Chinese New Year, Porsche has launched a campaign featuring animated e-cards with four different designs representing the spirit of the year of the horse. Fans are invited to choose their favorite designs and type in their messages to create Chinese New Year cards to share on platforms such as Weibo and Douban.

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    L'Oréal has launched a campaign on Weibo featuring its new matte-effect lipstick collection. Now through January 25, those who share their New Year's resolution following the format, “In the brand new 2014, I will use the _____ to transform my lip makeup and make myself ____.” (Chinese: 万象更新的2014,我要用____让唇妆焕然一新,让自己变得____) will have the opportunity to win the product.

    TAG Heuer#

    Swiss luxury watch manufacturer TAG Heuer is inviting its fans to tell the company their favorite watch models and the collections they belong to via WeChat until January 26. The brand will select winners and award an exclusive year of the horse table calendar. TAG Heuer has also launched New Year wallpapers on WeChat that are downloadable for smart phones.

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