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

This year’s Valentine’s Day falls on the 15th and last day of Chinese New Year, and immediately after the holiday shopping spree, brands are gearing up again to attract the day’s celebrators. This week, we’re bringing you a roundup of ongoing Valentine’s Day digital campaigns on China’s social media, featuring Tag Heuer, Lancôme, Kenzo, De Beers, and Audi.

TAG Heuer

One of the most active brands on social media, TAG Heuer certainly did not let this social media opportunity slip away. The brand has launched a campaign called “TAG Heuer Loves You” on WeChat, featuring four one-word messages with titles of “true”, “love”, “one and only”, and “lifetime”, which collectively mean “love of a lifetime”.  Now through February 14, participants are asked to choose one of the messages and send it to their special someone to win gifts. In addition to the social media campaign, TAG Heuer has also launched an offline one. Those who purchase couples’ watches at designated stores before Valentine’s Day will receive “seeds of love” for the lovers to sow together.



The French luxury cosmetics house has launched a campaign on Weibo, inviting its fans to write short love poems to their special someone. Now through 2:14 a.m. on February 14, those who post their poems and tag their lovers will have the opportunity to win White Valentine’s Day (which is a month after Valentine’s Day on March 14, typically observed by women to express interest in men) gifts from the brand. The other campaign is a “love quiz” on the Lancôme’s community website, featuring dating tips and product recommendations based on the answers participants give. Those who share their quiz results on Weibo will also have the chance to win a music box. Lancôme  has also launched a page for gift-giving recommendations based on different relationship stages: less than one year, one to three years, and more than three years.



French luxury brand Kenzo has launched a Weibo campaign titled “A Love for Couples’ Fragrance”, asking its fans to write a post on “what quality (or smell) in their partner is most attractive” and tag their partners before February 15 for the chance win a pair of couples’ fragrance bottles from the brand.


De Beers

Leading global diamond company De Beers is asking its Weibo fans to interact with the brand in its ongoing campaign titled “Valentine’s Day’s Wishes”.  Now through February 13, those who retweet the post and share their Valentine’s Day wish lists are given a chance to enter to win gifts from De Beers.



Audi has launched a WeChat campaign to celebrate Valentine’s Day as well as to promote its Q3 model. Participants who follow the instructions to shake their phones will receive puzzle pieces, and are asked to put the puzzle together, take a screen shot, and send it to Audi. Prizes include car service, rose bouquets, and a candlelight dinner on Valentine’s Day.