The editors of Jing Daily picked the winners and losers of last week’s luxury and premium fashion campaigns on WeChat. We selected our choices based on pageviews (those with the most and the least), originality, and the level of engagement.
In the comments section below, tell us what you think were the best and worst campaigns of the week!
Winners of the week:#
Dior Gives Useful Advice from an Expert#
Pageviews: 26,105#
Likes: 226#
Account type: subscription#
Dior’s campaign featured Dior makeup director Peter Philips on set at the 2017-2018 Fall/Winter Counter show in Paris. In this video, Philips delivers tons of useful information and tips in under two minutes, including how to apply the makeup, highlights of several products and Philips’ inspiration for the looks in the show. Though a regular consumer might not be able to own a piece of the couture clothing, a little makeup may just fulfill their wish. Dior also lets you know when the product will be available in China to encourage consumers to come out and buy.
Miu Miu offers a delicate balance between simplistic and rich storytelling#
Pageviews: 12,447#
Likes: 108#
Account type: Subscription#
Miu Miu’s campaign, which features five stars wearing the brand's white dresses, is as refreshing as a summer breeze. Miu Miu's campaign makes use of the brand's classic double-square logo and font, conveying information about the designs using the brand's classic minimal font style. The campaign placed familiar Chinese celebrities before the western ones.
Chanel's pseudo “live-streaming”#
Pageviews: 41,577#
Likes: 492#
Account type: Subscription#
Featuring the company's China makeup brand ambassador Liu Shishi, Chanel drew the consumers up close to experience the celebrity’s one-day make up routine.
“This is how I do my make up in the morning,” the young Chinese actress narrates as she reaches for her toner in the screen in the shape of a Chanel foundation. The small screen and the first person narrative created the impression of live-streaming, without the disorganized look and feel of actual live-streaming.
Losers of the Week:#
Moncler's creative idea but invisible to consumers?#
Pageviews: 1,339#
Likes: 8#
Account type: Service#
Moncler’s campaign illustrates the concept and gives a behind-the-scenes glimpse of the 2017/18 Autumn/Winter collection photo shoot. Shot by Annie Leibovitz, modeling “the invisible artist” Liu Bolin, the campaign draws peoples' attention to global warming by featuring a man wearing Moncler disappearing into an iceberg. While we respect the brand’s intention to educate consumers, we wonder what message the consumer is supposed to get from these confusing pictures? Are they trying to create awareness of global warming to better sell jackets?
But judging from a statement by the president of Moncler, Remo Ruffini, maybe these ads are not supposed to be easy to get. “The concept of advertising campaigns at Moncler," he has said, "has little to do with the average conception of it.”
For Saint Laurent, there could have been more#
Pageviews: 3128#
Likes: 50#
Account type: Service#
The Saint Laurent campaign this week is a straightforward one: it included six pictures from Vogue Italy featuring the brand’s Winter 2017 collection. On WeChat, most of the brand’s campaigns contain simply pictures. Though the post is clean visually, we wonder if the “less is more” strategy works on WeChat? According to a report by digital intelligence firm L2, which looked at the WeChat posts of 98 beauty brands, Chinese consumers are expecting more value on WeChat from brands, both related to content and engagement value.
Tod’s call-to-action flub#
Pageviews: 13,828#
Likes: 120#
Account type: Service#
On WeChat, Tod’s cool campaign featured great images and wonderful summer items that attracted lots of viewers (given the high pageviews), which crafted a story between an Italian summer and clothing one might wear while enjoying it. But this summer fantasy came to a cold abrupt end when consumers clicked the "read more" call-to-action button at the end of the post and were redirected to a purchase-page for another, older campaign—that of the handbag collaboration between Tod's and Mr. Bags. And you couldn't even buy those handbags, because they were all sold out. This was confusing, to say the least!
*We derived our data on pageviews from the WeChat industry monitoring software Curio Eye*, which monitors over 1,000 accounts in 15 different industries. Our pageviews report is based exclusively on data from this monitoring tool. While some brands have multiple accounts on Curio Eye, not all of them may currently be monitored.
**A WeChat account can be categorized as either a service account or a subscription account. A service account allows the brand to publish four times per month and to focus more on customer service, whereas a subscription account focuses on providing content and allows the brand to publish once a day. Because each brand may have more than one WeChat account, in this series we specify the type of account on which the campaign was published.