Best Practice This Month - Apr 2020 Edition - Curiosity China
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Best Practice This Month Apr 2020 Edition
TABLE OF CONTENT Social insights • Market recovery in the China market • Livestream in China Spotlight cases • Kappa IP cobranding campaign • Calzedonia women’s day campaign
Social insights
Market recovery in the China market
Luxury brands’ social activities are bouncing back from COVID-19 in China.
A very clear shift in China social media and general media trends started to take place since February.
Many luxury brands observed China government-led policies and quickly adapted campaigns catering to the then-and-current society moods and behaviors.
Now, brands have already moved to a recovery phase on digital activities in terms of media buy, social content and e-commerce.
KEY ACTIVITIES CHANGES
PREVIOUS PRESENT
No social media buy (ad) during outbreak of
Back to frequent media buy activities
COVID-19
Encouragement/positivity content Brand new product & celebrity dressing content
Explore and increase activities on varies e-commerce
Maintain original e-commerce platforms
platforms/channels
Market recovery in the China market
n Hermes & Saint Laurent opted for WeChat Moments ads for more accessible brand exposure as well as more accurate targeting.
WECHAT MOMENTS ADS → OFFICIAL E-COMMERCE SITE / E-COMMERCE MINI PROGRAM
With a well-established e-commerce website and Using WeChat Moments ads for fashion
WeChat Mini-p, Hermes used the ad to drive show exposure as well as driving traffic to
traffic to their e-commerce on both platforms. new collection e-commerce.
WeChat Moments ad in Mar WeChat Moments ad in Mar WeChat Moments ad in Mar WeChat Moments ad in Mar
Link to WeChat Mini-P with For 2020 SS Women For 2020 Winter Women Fashion Show For new collection The Kaia
e-commerce function Link to official e-commerce website Link to fashion show moment on official website Link to WeChat Mini-P with an
integrated
e-commerce function
Marketing recovery on Chinese market
WECHAT BANNER ADS → E-COMMERCE MINI PROGRAM
n This period saw Louis Vuitton opted to invest even more in WeChat Banner Ads, which allows more exposure with the same type
of investment (as WeChat Moments ads) and achieved a relatively lower CPC(Cost Per Click).
WeChat Banner ad in Feb WeChat Banner ad in Mar WeChat Banner ad in Mar
For Valentine’s Day For 2020 Summer Collection For SS20 Product Launch
Link to WeChat Mini-P with e-commerce Link to WeChat Mini-P with e- Link to WeChat Mini-P with e-
function commerce function commerce function
Marketing recovery on Chinese market
WECHAT MOMENTS ADS + WECHAT BANNER ADS → E-COMMERCE MINI PROGRAM
n Gucci used mix approach of WeChat banner and moment ads every week for a new collection to maximize
exposure and traffic to e-commerce on mini-program
WeChat Moment ad in Mar WeChat Banner ad in Mar WeChat Banner ad in Mar
For GG Marmont Collection For GG Psychedelic Collection For 2020 SS Collection
Link to WeChat Mini-P with e-commerce function Link to WeChat Mini-P with e-commerce function Link to WeChat Mini-P with e-commerce function
Marketing recovery on Chinese market
O RG ANI C CO NT ENT _ L UXURY BRANDS ACCO UNT
LUXURY BRANDS ACCOUNT CONTENT IN MARCH
March DIOR GUCCI SAINT LAURENT VALENTINO JIMMY CHOO ROGER VIVIER
Total WeChat
16 3 Main + 2 Sub 3 2 3 3
Posts
Women's Day Valentine's Day
Winter 20 Celebrities
2020 FW 2020 FW Dressing New
Eyeglasses Collection
13% 19% 2020 SS 17%
33%
33% 34% 33% 34% 33%
12% Women's New
WeChat Content 6% Jewelry &
17%
2020 SS 50% 50%
Watch Day Collection
Summary 67%
19% Perfume &
25% Makeup 17% 16% Products 33% New 33% 2020 FW
6% Recommendati
New Collection 20 Summer Collection Others
on
New collection
Ot hers
Total Weibo
57 33 17 27 43 17
Posts
Coronavirus 2020 SS
Winter 20 Celebrities
Related Coronavirus
Women's Day Dressing Celebrities
Related
11% 19% Dressing
3%
2% 2020 SS 3% 12% 26% 2020 FW
25% 17% Summer 20
36% 46% 2020 SS 41%
Weibo Content Jewelry & Celebrities 47% 59%
9% 9% 29%
Summary Watch
Perfume &
61% Dressing
Clebrities
15% 48% Celebrities 35%
35% Makeup 12% Dressing 2020 SS
Dressing
New Collection Others
Others Others
Others
Others
Celebrities
Yes Yes No No No No
Collaboration
Livestream n 2020 Fashion show livestream n Social livestream (RED/Douyin)
Fashion show livestream overview
2020 FASHION SHOW LIVESTREAM BRANDS LIST
BRAND PLATFORM PV Date • Most brands have livestream
CHANEL TENCENT & Weibo 19,863,248 03/03/2020 capabilities on their official website,
however with the current
LOUIS VUITTON WeChat N/A 04/03/2020 livestream trends and user
HERMES Official Website N/A 01/03/2020 behavior, brands have begun to
cooperate with Chinese local
GUCCI Weibo 20,404,000 19/02/2020
social platforms like Weibo and
PRADA Official Website N/A 20/02/2020 Tencent.
BURBERRY Official Website N/A 21/02/2020
• Reported by Jing Daily on Feb
TOD’S Website & Taobao N/A 21/02/2020
26th, National Chamber of Italian
GIORGIO ARMANI Official Website N/A 23/02/2020 Fashion has collaborated with
FENDI Weibo & Website 1,200,000 24/02/2020 Tencent to livestream all its
runway shows. More than 30
DIOR Weibo & Website 12,190,000 25/02/2020
brands garnered 16 million views
SAINT LAURENT Official Website N/A 26/02/2020 on Tencent Video.
LANVIN SECOO 24,671 26/02/2020
• With COVID-19, livestream in
CHLOE Official Website N/A 27/02/2020
China kicked into high gear with
LOEWE Official Website N/A 28/02/2020 fashion show streaming which
CELINE TECNET 807,173 29/02/2020
later led to many platforms
opening up livestream functions to
THOM BROWNE Official Website N/A 01/03/2020
compete for traffic and attention.
BALENCIAGA Official Website N/A 01/03/2020
GIVENCHY Official Website N/A 02/03/2020Fashion show livestream example
TAKEAWAY ①:
Big name luxury brands like Chanel / Louis Vuitton / Gucci have developed a mature system for fashion show
livestreaming, with a livestream teaser being announced each day leading up to the event.
Feb 29 Mar 1 Mar 2 Mar 3
239746
Platform: Weibo Platform: Weibo
Fashion show video teaser with the livestream reservation Fashion show video
teaser with Tencent
and Weibo linkFashion show livestream example
TAKEAWAY ②:
A key figure such as a major influencer (KOL) or celebrity can help amplify livestream and drive traffic by reposting.
Actress: Qian Song Actress: Zhou xun Actress: Xin zhilei Super model: Liu wen Actress: Liu shishi
Platform: Weibo
Total engagement: 239k+ for 5 celebrity repostingFashion show livestream example
TAKEAWAY ③:
• Chanel turned off the live comments section during fashion show livestream to create immersive and luxury experience for
audience.
• Chinese livestream platforms views (8.6million) are 11-times the views of Instagram Livestreaming (0.77million), indicating
livestream as significantly influential channel and strong trend for brands.
View：5.4million View：3.2million
Comments function not availableKey takeaways for fashion show livestreaming
“ T r a f f i c • Top luxury brands all have teaser (1-3 days) announced repeatedly before the formal show is on.
• Brand ambassadors and influential KOLs can help drive attention and traffic for fashion show livestream.
• Platform cooperation like Tencent and Douyin can bring huge users and exposure organically.
“
• With the popularization of livestreaming, Chinese audience have higher requirements in user experience:
Experience
for example, high definition video, fast internet connection on the stream.
• To ensure audience have better experience during the livestream fashion show, it is better for brands to
turn off the comments so that user can enjoy immersive experience. Although comments function can
enhance the interaction between audience and livestreamer, it can be argued that the experience of the
fashion show catwalk may be more important.Livestream n 2020 Fashion show livestream n Social livestream (RED/Douyin)
Social Livestream Platform / Media cooperation • Social livestreaming is becoming the norm for shoppers; luxury brands are now taking daring approaches aiming at driving sales conversion, by cooperating with social platforms or media for livestream .
Social Livestream
With COVID-19 affecting foot traffic and retail, many brands, especially luxury brands are now exploring sales driven activations - resulting in many
brands working with top KOLs and experimenting with livestreaming.
What luxury brands should be aware before livestream debut?
01
• The setting and lightening need to fit a premium, luxury tone rather than being ‘approachable’, otherwise
comments will complain about the setting was too low-end for the luxury brand.
Setting & Lightening
• Burberry opted to do livestream in one of their retail stores which is a comparatively safe play.
02
• Livestreams should at least be equipped with the 1+1 combination:
• Which is ONE MC(responsive to comments, and able to weave together educational angle as well as
Presenter humor ) + ONE brand representative(who understand the brand in every detail)
• Livestreaming is a great format to create ‘IT’ items, product selection should be succinct and most should
03
cater to popular needs or trend.
• For sales conversion, brands should prepare the landing destination on their respective Tmall or E-
Product commerce-functional Mini program, or official website to make sure the product link will be presented
during livestream and make the conversion more effective and seamless.Social Livestream Takeaway
What brand/product is suitable • Brand/Products with high daily purchase frequency and low risk.
for livestream driving sales? • Whether it can sell good on livestream depends mostly on its purchase frequency.
• Not always. As a new approach of digital marketing, livestream is about
effectively delivering information.
Should livestream only aim at • Livestreaming provides a different way for the brand to communicate and
traffic and sales conversion? interact with their audience, which can also be perceived as an approach to
building brand awareness.
• What audience actually needs from a livestream host is exclusive service and
belonging to a group, the kind which luxury brands have been developing offline.
How can luxury brands take a
• If luxury brands do want to leverage livestreaming, segmented push can be
step further on livestream? considered to create VIP-only livestream and sell high value products via mini
program to provide luxury, catered experience online for targeted individuals.Spotlight Cases
KAPPA IP COBRANDING CAMPAIGN
• Kappa has been working on brand rejuvenation and recently
launched co-branding campaign with intellectual property (IP)
Crayon Shin-chan targeting younger generation.
Mechanism：
• The Kappa official account fully incorporated the IP material to
produce co-branding product, creating IP emoji, launch challenges
(games) to encourage user generated content.
• Leverage a KOL as a leading content generator by shooting a Shin-
chan imitation look to further drive buzz for the collection.
Result：
• Total Exposure: 2.5million+ (10 times than non-campaign period)
• Total Engagement: 21k+ (2 times than non-campaign period)
Key Takeaway:
• Brand aging is a challenge that brands with an established history
always face. IP collaboration is an effective way to ensure brands
stay relevant amongst audience – leveraging new traffic from the
IP to push awareness to your brand.
• IP cobranding product is able to accelerate social buzz and loyal
fans can be effectively converted into sales.
• However, brands should be selective on IPs to ensure the right
type of traffic and quality can be ensured.KAPPA OFFCIAL ACTIVATION
• Kappa official account take fully use of IP material to produce co-branding product,
create IP emojis, launch social media challenges to encourage user generated content.
Cobranding product Crayon Shin-chan emoji Launch Challenge to Post with incentive (Crayon Shin-chan accessory)
encourage UGC to enhance engagementKAPPA KOL COOPERATION
• The cooperation buzz was further amplified through 12 KOLs who shot a Shin-chan imitation look to
lead content generation and further drive buzz for the collection.CALZEDONIA WOMEN’S DAY CAMPAIGN
• Calzedonia launched a media campaign to drive traffic and enhance
sales conversion during Women’s Day using a cost-effective method.
Mechanism：
• Alibaba owns several platforms (Music/Video/Browser/Travel/Map/Book app).
The eco-system allows brands to push ads through a central channel out to
these diverse platforms.
• Calzedonia leveraged Ali eco-system’s Multi-screen app and Taobao banner
ads to maximize traffic from all Alibaba-related apps
Result：
• Total Exposure: 12million+
• Total Engagement: 708k+
• Click rate 3.64% （*Click rate benchmark : 1%）
Key Takeaway:
1.A Limited budget usually means a brand can only leverage one app’s ad,
however multi-screen apps can leverage open ads on multiple platforms,
which is highly cost-effective.
2. Ali multi-screen app also has data connection to Tmall, this allows brands to
integrate data from click to conversion across multiple platforms to one
centralized hub. Data integration is essential for precise consumer behavior
tracking, analysis and more efficient targeting & segmentation in future
campaigns
3. By leveraging a top celebrity, target audience has higher click-rates and re-
visits to the Tmall store, along with double engagement in the store compared
to benchmarkCALZEDONIA WOMEN’S DAY CAMPAIGN A TEST For cashmere collection 7th~8th March B TEST For FIT collection 9th~12th March
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