520. 5 Luxury Brand Campaigns in China During Will be explained in this article. 520? It is “I love you” day in China, with a similar pronunciation between the number and “I love you” in China…
During the event, the Chinese e-commerce giant creates events to promote shopping. For example 20/5, it is the day of lovers when Chinese men buy gifts for their lovers. Traditionally, men give gifts in China.
This mini Chinese Valentine’s Day is the only opportunity to target Generation Z born with the digital age. Due to the effects of COVID-19, there are fewer online special offers for logistics and transportation reasons. However, beauty brands such as Tom Ford Beauty have created group buying programs for Shanghai.
In this article, we introduce you to 5 luxury brands that celebrated this year’s Day of Love in a whole new way, by introducing interactive video games or love themes.
Balenciaga launched a marketing campaign that includes limited editions and social initiatives. All these items were available on the company’s official website as well as its offline stores. The company’s “5:20 arcade” stood out. It features pixel art and a realistic soundscape. Added to this the distribution of 520 profile photos. Read more information.
The mini-games in the room resonated strongly with Chinese Millennials who grew up playing arcade games like Super Mario and Galaxian. Many WeChat users have used profile pictures. These properties were a way for the home to establish its virtual identity and strengthen its digital presence.
Louis Vuitton, Stars and Influencers
Louis Vuitton introduced its LV Volt jewelry line using the house’s iconic logo. The new launches of the 2022 collection highlight its gender-fluid designs, which encourage confidence and individuality.
The marketing campaign featured two young talents—actress Wu Xuani and Gen Z singer Justin Huang—showcasing a collection of rings, bracelets and necklaces. Thanks to these stars (whose total audience is 50 million), the campaign hashtag reached 1120 million people. An immersive WeChat Moments ad was also launched by the house. It allows users to explore campaign videos and collections in a more engaging way. Digital is the main means of communication in China, we keep repeating this, but brands mainly use this sales and promotion channel. Read more about luxury brands in China.
Prada has launched a digital campaign that focuses on the enticing power of love and the beauty it reveals. The company then presented a unique and artistic imagery through campaign videos and photographs.
It also launched a selection of products featuring a vibrant and dynamic color palette — including yellow, emerald and vermilion — as opposed to soft gray, graphic black and white. The campaign, which included Alexander Poole and Lina Zhang from China, was well received. However, it differs from the previous 520 campaign, as it relies more on storytelling supported by visual communication. Read more information.
Tiffany, star of the Beijing Olympics
Tiffany introduced a limited-edition Tiffany hardwear necklace featuring rubies to mark this year’s 520th Valentines Day. “Blue is the Color of Love” features global brand ambassador for luxury jeweler, Eileen Gu, freestyle skier and Olympic model.
Gu’s support for the campaign has fueled her social engagement: the campaign hashtags #ElieenGuTiffanytheColorofLove and #ElieenGuColorson have garnered a total of 230 million viewers at the time of publication on Weibo – a considerable number for an ad. Th opens Tiffany’s blue signature box in the campaign video. It has been viewed 99 million times, with comments such as “mysterious”, “upscale” or “beautiful”.
The collaboration between Eileen Gu and Tiffany has been a blessing, as Gu, a young skier, won her first gold medal in February. Tiffany saw her organic traffic increase dramatically overnight thanks to her social media sensation. A brilliant Chinese-American who came to China to win a gold medal has created a real sensation in China.
While there have been other 520-exclusive products launched by the company in the past one year, the success of this campaign will only increase consumer interest and exposure.
Valentino, a “product” communication
Valentino Garavani presents the Valentino Garavani Mini Loco Handbag campaign. She featured a hidden feature of the “V” in “love” in the iconic logo of her eponymous assistant. The campaign centered on the idea that love is a unique declaration between two individuals.
The celebrity partnership of the campaign has also received a positive reception from the netizens. The video features brand ambassador Le Zhang and singer Jessica Jung. They interpret the message of love for this special occasion. The #LayZhangJessicaJung video garnered 100 million views on Weibo in one day. Weibo is a kind of Twitter, and the number one app for following stars. This hashtag made it to the top 3 most popular topics on Weibo on May 10. A strategic date, as it corresponds to purchase decisions on Tmall and other e-commerce sites in China.
If you want to get started in China, digital and e-commerce are essential for marketing luxury brands. I invite you to read an old column on luxury brands in China.