When it comes to Chinese luxury consumers’ preferences, British brand heritage is a major selling point for labels hailing from the UK. As a response, leather brand Mulberry is promoting its British credentials with WeChat “virtual store” featuring a shoppable 360-degree image of its Bond Street flagship location in London.
Created by China digital marketing firm Hot Pot Digital, the campaign combines the top Chinese mobile messaging app’s capabilities for e-commerce and in-app interactive experiences. It allows virtual visitors to navigate around the image of the store using their phone’s motion sensor. Clicking on individual items will bring up a short description, and users can click to order from Mulberry or inquire about product availability within China. Shaking their phones allows them to release an animated cascade of gifts on the screen with wrapping paper featuring the British flag.
“Shopping a quintessentially British luxury brand in the heart of London’s iconic luxury shopping district is a unique experience that we have now brought into the digital realm,” says Hot Pot Digital Managing Director Jonathan Smith. “Over the coming months we are excited to see the initial offering expand to feature new product selections and additional areas to explore.”
Mulberry started its WeChat account in July as part of an effort to boost its Chinese social media presence. “At Mulberry we see significant value in using WeChat to deliver a true luxury experience to our customers in China,” says Mulberry Brand Director Anne-Marie Verdin. “We’re delighted to be able to bring the magic of our Bond Street flagship store to our WeChat fan base through this engaging platform."
For more WeChat case studies, check out Jing Daily's latest report Luxury On WeChat: How to Reach China's Mobile-Savvy Consumers.