This Week In Digital Luxury Marketing: Mother’s Day Edition

A roundup of new and ongoing digital campaigns in China with a Mother’s Day focus through May 9, 2013, featuring Coach, Ritz-Carlton, Guerlain, Sephora, and Chow Tai Fook.


With the holiday on the horizon, the affordable luxury label has launched its “Coach Searching For Hot Moms” (#COACH尋找辣媽#) campaign on Weibo. Participants who upload pictures of mothers with their babies, with the hashtag #COACH尋找辣媽# and the tag @coach attached, are entered to win a Coach bag.

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Ritz Carlton

Once again, the Ritz Carlton Pudong in Shanghai has come up with an appealing Weibo campaign, with a Mother’s Day spotlight on French-style macaroons. Participants are asked to upload creative pictures of macaroons for a chance at two prizes: private lessons in macaroon-making with the Ritz Carlton Pudong’s dessert chef, and an elegant afternoon tea for winners (and, presumably, their mothers).




Jumping on the Mother’s Day bandwagon, the luxe beauty brand is offering participants a chance to win a Guerlain Jewel Lipstick Compact for their mothers if they refer Guerlain’s Weibo pages to three friends by Mother’s Day.




As a holiday-specific expansion of its “Beauty Power Campaign,” Sephora has launched a Mother’s Day “My Beauty Style” (#我的美力Style#) campaign. To win a free Sephora eye cream, participants are asked to write about their mothers’ beauty style and then refer the post to three friends by Mother’s Day.

The brand is also using Weibo to drive brick-and-mortar traffic in Shanghai through an “I Love Sephora’s Largest Flagship Store” (#我愛絲芙蘭超級旗艦店#) campaign. From May 9 – 11, the flagship on Nanking West Road is staging a complimentary event for participants and their mothers, which includes a mother-daughter photo shoot, video recordings of participants singing songs dedicated to their mothers, cupcakes to share, opportunities to make Mother’s Day cards, and free cosmetic makeovers and information sessions about skincare.


Chow Tai Fook

The Hong Kong-based luxury jewelry and luxury retailer Chow Tai Fook (周大福) has launched the “Be Romantic With Your Mother” campaign. From May 9 – 16, participants are asked to follow Chow Tai Fook’s page on Weibo and share stories about mother-daughter bonding to win prizes. The participant with the most creative story will win a golden pendant necklace, and four runner-ups will win Chow Tai Fook silver Tai Chi pendants.