The Social Edition is our weekly series which deep dives into luxury initiatives in China’s social media landscape. Every week, we highlight brand campaigns distributed on Chinese digital platforms — WeChat, Weibo, Tmall, Douyin, and beyond.
Our coverage spotlights global luxury brands, global beauty brands, and local Chinese brands. The latter gives insight into some of China’s most successful campaigns, which often come from local players, and are outside of the beauty and fashion space.
In this week’s roundup, we look at three campaigns, including Valentino's pop-up art bookstore in Shanghai, Louis Vuitton's exhibition in Shenzhen, and Farfetch's collaboration with stand-up comedians.
Image, Offline Pop-up
Valentino opened its VLogo Signature Vol. II pop-up art bookshop at the Garden Residence on No. 322 Anfu Road, Shanghai, on December 1, running through December 5. The bookstore presents the house’s "VLogo Signature Vol. II" art catalog, which features three-dimensional reproductions inside, in addition to texts and images. Supervised by creative director Pierpaolo Piccioli, the editorial project presents the iconic Maison in collaboration with 26 international publications.
The house also launched the campaign hashtag #FindV to engage Weibo and Xiaohongshu users to locate “V” shapes in their surroundings and post them on either platform. With much interest in the book, many people posted images with the campaign tags to participate in the lottery on Weibo and Xiaohongshu, giving them the chance to win complimentary copies.
The Shanghai bookshop marks the seventh stop for the VLogo Signature Vol. II popup worldwide, showcasing Valentino’s dedication to art and culture, on the heels of the Maison's “Re-signify” exhibitions in Beijing and Shanghai. By rolling out a physical popup, the house created an immersive space for visitors and readers to experience the wide variety of artistic statements featured in the book.
Weibo, WeChat, Xiaohongshu
Teens in Times (TNT) (123.8 Weibo Followers in total) | Zhang Ling He (3.3M) | Zhou Bichang (31.8M)
Louis Vuitton has opened its LOUIS VUITTON& exhibition in Shenzhen, celebrating over 160 years of the Maison's creative exchanges and artistic collaborations. The show will run between November 27 and February 20. While tracing the brand's pioneering journey, the exhibition also focuses on the enduring admiration and inspiration shared between the house and celebrated Chinese artists and personalities, such as Cao Fei, Zeng Fanzhi, and Xu Bin.
On November 26, Louis Vuitton hosted an opening event in Shenzhen with attendees like members of the boy group Teens in Times, singer Zhou Bichang, and actor Zhang Ling He. Thanks to substantial social traffic from celebrity endorsements, the campaign hashtag #LVANDExhibition had garnered 650 million views as of November 27. On Xiaohongshu, many users have shared their exhibition visits through snapshots.
Louis Vuitton has been — and remains — an adventurous luxury player, ambitiously seeking out demographics beyond top-tier Chinese cities. This latest exhibition marks the first time the house has hosted an offline event in Shenzhen since the pandemic. With the show, Louis Vuitton is educating visitors by sharing its legacy while also presenting creative initiatives, both great ways to further penetrate the Southern market in China.
Yan Yi & Yan Yue (168K Weibo Followers) | Hulan (766K)
For this year’s Black Friday, Farfetch partnered with the stand-up comedian Hulan as well as twins Yan Yi and Yan Yue on two creative short videos. Both videos portrayed Farfetch as a destination for fashion-forward consumers looking for stylish, individual looks, featuring stand-up comedy routines and hilarious performances. Though Black Friday is less known than the Double 11 Shopping Festival in China, the platform took this opportunity to underline its extensive global brand partners, especially niche ones.
Netizens have been impressed by the unexpected crossover between fashion and stand-up comedy, according to comments below the two videos. They also have driven significant UGC content on Weibo, with conversations on the quirky storytelling. Though the three talents’ social following are not as huge as idols and A-list celebrities, their followers’ profiles are highly matched with Farfetch’s target audience in China.
As a leading player in the luxury e-commerce sector, Farfetch has built up its brand awareness in China and mapped out localization strategies through creating a full set of local communication experiences. In this case, they tapped into the stand-up comedy trend which has seen increasing popularity among the younger generations. Given this, the agility of the Farfetch’s local team to help enrich its brand image in the context of modern China was a resounding success.