Best Practices This Month - August 2021 - Curiosity China

Best Practices
This Month
August 2021

TABLE OF
    CONTENT
l Latest luxury market showcases
•   Marni Market Campaign
•   Jo Malone AR Campaign
•   Prada ASMR Campaign

l Curiosity spotlight cases
•   Christian Louboutin CVD Campaign
•   David Yurman CVD Campaign
•   Bally CVD Campaign

l Farfetch spotlight cases
•   Farfetch x Calypso Partnership
•   Farfetch x Oscar de la Renta Fashion Show
•   Farfetch x Honor of Kings Event

Luxury Industry Trends
    ASMR back in trend

•   This month luxury players explored all kinds of approaches to interact
    with consumers like AR mini-program, or video in the form of ASMR.

•   We are glad to see ASMR is back in trend again and luxury brands
    explored their communication with this approach adding luxury
    inspiration to the audience.

* ASMR (Autonomous Sensory Meridian Response) is the term for the
sensation people get when they watch stimulating videos or take part in
other activities. Many people describe the feeling is deeply relaxing, and
can even cause them to fall asleep.

❏   Latest Luxury Market
    Showcases

PRADA ASMR CAMPAIGN

   Campaign Summary

   Prada presents FEELS LIKE PRADA for their AW 21
   campaign to talk about stimulation of human senses.

   Given that tactility and intimacy have been dramatically
   limited thanks to a global pandemic,Prada leverages ASMR
   video and set of photo shooting to evoke all the senses in
   real-time - spaces, building facades and everyday objects.

   The campaign assets not only convey the visual that look
   like Prada, but also feel like Prada.

PRADA ASMR CAMPAIGN

Each image is a story telling of what ‘feels like Prada’.

                                                            ASMR video to showcase stimulation of human senses.

                                                                Reference link (click)

MARNI MARKET CAMPAIGN

   Campaign Summary

   MARNI opened the first lifestyle concept store MARNI
   MARKET in Shanghai. The limited-time boutique not only
   offers a series of handmade furniture, home accessories
   and bags, but also covers the main line of men's and
   women's ready-to-wear and accessories and shoes, aiming
   to show Chinese consumers the brand's creativity and
   Italian lifestyle aesthetics in a more comprehensive way.

MARNI MARKET CAMPAIGN

•   MARNI also teams up with DAL CUORE
    to offer exclusive ice cream for
    consumers to enjoy the summer feeling
    in MARNI MARKET

MARNI MARKET CAMPAIGN

•   MARNI developed mini program for user interaction as well as attract them to make reservation for offline event.

        HOMEPAGE                                        GAME-DIY                                    OFFLINE EVENT      WALLPAPER

JO MALONE AR CAMPAIGN

   Campaign Summary

   To celebrate the classic ‘English Pear & Freesia’ scent,
   Jo Malone developed an AR functional mini program to
   create immersive experience for user to explore the
   secret garden of English Pear and drive them to sales,

JO MALONE AR CAMPAIGN

     •   Users can place the tree wherever they want and follow the guide they can explore the secret garden inside.

❏   Curiosity Spotlight Cases

CHRISTIAN LOUBOUTIN CVD CAMPAIGN

  Summary

  •   To push CVD collection, Christian Louboutin fully leveraged
      influence of ambassador Karry Wang to trigger sales
      especially the same-styled products dressed by
      ambassador.

  •   Brand also launched interactive mini-p “Tag Your Love” to
      engage with audience and amplify the campaign with KOL
      exposure.

  •   The whole campaign achieved great sales as well as
      awareness building on omni channels.

CHRISTIAN LOUBOUTIN CVD CAMPAIGN

                                   • Celebrity assets to trigger sales

CHRISTIAN LOUBOUTIN CVD CAMPAIGN

                        • Interactive mini-p “Tag Your Love” to engage with audience

CHRISTIAN LOUBOUTIN CVD CAMPAIGN

• KOL content creation to
  bring up awareness on
  omni channel.

DAVID YURMAN CVD CAMPAIGN

 Summary

 •   David Yurman chose to have in-depth cooperation with
     high-quality KOL to produce local story-telling video to
     amplify awareness of CVD campaign and spark the
     engagement.

 •   This approach proves to be most effective way and very
     powerful in seeding awareness and helps to reassert the
     brand image.

DAVID YURMAN CVD CAMPAIGN

• Local story-telling video with fashion KOL Iris

DAVID YURMAN CVD CAMPAIGN

                             • Photo shooting
                               of KOL Vivian

• Photo shooting
  of KOL Iris

                             • Photo shooting
                               of KOL Crystal

BALLY CVD CAMPAIGN

   Summary

   •   To promote CVD capsule and encourage customers to
       celebrate the moment , Bally conducted a 360 marketing
       initiatives leveraging local creative shooting and pair with
       activities on EC channel to boost sales.

   •   Local content can resonate with audience and enrich CVD
       assets as well as increase engagement on social platforms.

BALLY CVD CAMPAIGN

                     •   Local creative shooting with ambassador Johnny Huang

BALLY CVD CAMPAIGN

         •   Seeding Chinese celebrities to wear CVD products with PR shots posted on multiple social media platforms.
         •   Enhanced Bally CVD capsule awareness and drive the traffic to brand official social media channels.

BALLY CVD CAMPAIGN

•   Offline store interaction                                                     •   Livestream to boost online sales
    Offer customization service to clients, drive traffic to stores in order to       Hold 4 rounds livestream utilizing Johnny Huang’s
    generate additional sales.                                                        assets of CVD capsules to maximize the impact

BALLY CVD CAMPAIGN

  • Collaborate with 6 influencers from different industries to conduct video & photo shooting, and express love bravely through
    storytelling
  • Couple influencers to express love to each other • Female single influencers to express the confidence and passion to
                                                           become better versions of themselves so to meet a better lover

❏   Farfetch Spotlight
    Showcases

PARTNERSHIP – FARFECH X CALYPSO

        FARFECH X CALYPSO O2O COLLABORATION
    •   Farfetch is taking over Calypso Building set for the next
        3 months and partner with Shangri-La to offer unique a
        "Light & Shadow" Afternoon Tea for private clients.

    •   Customers can also enjoy O2O activation in the heart of
        Shanghai.

PARTNERSHIP - FARFECH X OSCAR DE LA RENTA

    FARFECH X OSCAR DE LA RENTA
          FASHION SHOW

Farfetch kicked off latest O2O activation for
Oscar de la Renta in China.
With partnership of Shangri La group to offer an
exclusive venue in the heart of Shanghai, we
created a unique Mini Runway with dozen of
Couture pieces coming from Oscar de la Renta
Atelier in NYC.

PARTNERSHIP - FARFECH X HONOR OF KINGS

               FARFETCH X HONOR OF KINGS
FARFETCH community explored a new territory of e-sports with
 to co-host the thrilling MOBA event.
This marks the first time that FARFETCH gets out of box and engages
with larger audience from e-sports community, more than 150
FARFETCH clients and e-sport lovers witnessed this glorious moment.

THANK YOU!

 @CuriosityChina

 @CuriosityChina