What We Learned from WeChat Luxury Campaigns in 2019

WeChat Mini Programs were widely adapted among luxury brands in 2019. The ‘app within an app’ allows brands greater ability to customize content and access to data analytics. From Armani Beauty to Celine, here are Jing Daily’s most innovative and engaging luxury campaigns on WeChat in 2019. For more of our 2019 year in review analysis, read on here.

1. Most tech-savvy
The cosmetics line from Italian house Armani, in partnership with L’Oreal, was the first luxury brand to debut an AR Mini Program on WeChat. Powered by AI entity Modiface, owned by L’Oreal, consumers were able to try on all 23 lipstick shades (each is priced at 310 yuan, about $45) virtually. They could then add to a shopping cart or place an order right away, all within the WeChat ecosystem. Read More. 
What worked: The use of AR on WeChat Mini Program to create a practical yet fun experience.

2. Most knowledgeable
Hermès launched Mini Program, Hermès Work, a new digital tool for consumers, which permitted fans to register for an exclusive event in July. Offering behind-the-scenes access to craftsman, the event allowed consumers to see how an idea is transformed into an actual product. Read More.
What worked: The brand offered informative insights at a truly memorable event.

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3. Most sophisticated
Opening Sephora’s beauty account on WeChat is like being greeted by a beauty KOL, giving followers endless tips on the best quality products to buy. The brand also created a “Member Get Member” program, where Sephora members are incentivized to invite friends to join. This offline experience mirrors the online one: Sephora encourages visitors to use its Mini Program to update the in-store loyalty program with access deals, points, and special offers. Read More.
What worked: Sephora demonstrated how a brand can utilize this WeChat Mini Program; functions including editorial content, social share, and membership program.

4. Most fun
Fendi built an immersive WeChat game based on players cruising around Rome. Players can choose their avatar to collect rewards like FF logo coins and small black Fendi Baguette bags. The male player is Xu Weizhou, the spokesperson for the Fendi Peekaboo bag in China. Players can follow Xu through the different levels of the game and then unlock the “hidden” level to complete the experience. Read More.
What worked: Fendi created an immersive digital gaming world for fun interaction.

5. Most compete
Celine’s WeChat approach was based on cultivating a more authentic connection with consumers. It’s mini-website offered fans a deeper understanding of the brand’s history, creative director Slimane’s new design philosophy, and the brand’s latest collections. Divided into parts, the Mini Program allowed consumers to explore sections like “About Celine,” “New Collection,” and “Store Nearby.” Read More.
What worked: Celine built a mini world for fans to explore everything about the brand.