China Best Practice This Month - Jun 2020 Edition - Curiosity China
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China Best Practice This Month Jun 2020 Edition
TABLE OF CONTENT China Social insights • Valentino dreamatic campaign • Burberry animals kingdom campaign • Burberry crossover product with KOL • Dior mainstream app coverage • Dior roundtable & WeChat livestream Curiosity Spotlight cases • Moncler livestream campaign • Devialet 618 campaign
China Social insights
VALENTINO DREAMATIC CAMPAIGN
Valentino launched an offline popup in Shanghai/Beijing/Chengdu,
paired with an interactive HTML5 game to promote their 2020 Fall
collection.
This gamification leveraged the pattern of the collection as key
elements to educate consumers on the collection in a playful manner.
Takeaway:
Valentino‘s omnichannel strategy
effectively drove online traffic to
offline and convert sales. The
pop-up store can quickly attract
the attention of offline consumers
and provide an immersive and
themed shopping experience.
Pop up store
OFFLINE POP UP STORES REVIVAL
Burberry set Pop Up stores in
Shanghai IAPM, Shanghai IFC, Shenyang Mixc and
Nanjing Deji,and leverage AR technology to engage
consumers with “Burberry animals kingdom”
Takeaway:
This can be considered a signal for Chinese luxury
marketing events beginning their revival.
Offline pop up + online interaction almost becomes a
standard to encourage user content generation.
KOL attendance
（PART） AR technology
Mega KOL-Mr. Bag
INNOVATIVE COOPERATION WITH MEGA KOL
Burberry explored innovative cooperation with mega fashion KOL(Mr. Bag),
100 of the limited edition bag was released on Mr. Bag’s birthday in June.
The crossover bag was designed with special colorway different from the
original collection.
Takeaway:
Mr. Bag maintains strong influence in the luxury bag arena and his follower
has great conversion rate.
This collaboration inspires brands to explore more opportunities to cooperate
with influential KOLs in China more intimately beyond posting and seeding.
Burberry crossover bag
Celebrity
Mr.bag announcement
endorsement
DIOR BEAUTY COVERS
Bilibili account Tmall flagship store
MAINSTREAM APP
Dior establishes brand account on Bilibili (the
most popular video app for Gen-Z)
and opens official beauty flagship on Tmall
to achieve coverage on all mainstream apps.
Takeaway:
Dior is always daring at digital marketing
development, the brand is one of the first to open
accounts on Douyin / RED , highlighting their
intention to communicate with younger audience.
In a Post-Covid era, brands must be fully
digitalized to maintain relevancy with the core
young consumer.
2011 2018.8 2019.6 2020.6 2020.6
Dior
beauty
DIOR WECHAT MINI PROGRAM LIVESTREAM Dior Beauty cooperated with actress Jing Tian for a livestream on WeChat mini program, launching a new product collection where the audience can ‘watch and buy’ directly from WeChat mini program. The livestream reached an audience of 100k, received engagements of more than 400k and achieved sales 400k RMB in a single day. Takeaway: Dior Beauty leveraged their existing popularity on WeChat to livestream on and therefore retain their existing community and recruit new members. WeChat and livestream can be an approach to enhance CRM experience as well as boost sales as a result of its expansive ecosystem.
Haute Couture video DIOR ROUNDTABLE LIVESTREAM
Dior premiered its 14-minute film of 2020-2021
Haute Couture on Weibo followed by a
roundtable livestream with its ambassador,
Angelababy attending to drive buzz on social
platforms.
Takeaway:
Luxury brands are seeking for solution to the
problem of media/celebrities/KOLs not being able
to attend fashion shows because of COVID-19.
Dior has figured out the digital alternative,
leverage story-telling film and livestream to
Roundtable livestream present brand values and drive preference for the
product.
The film and livestream highly praised by Chinese
netizens reached 11million total views.
Curiosity Spotlight Cases
Moncler livestream campaign
BACKGROUND：
• Moncler launched their Fragment collection cooperating with Brand Ambassador Song Qian to
build awareness. They invited Songqian and other KOLs to carry out a livestream educate
consumers on the concept ‘when vintage meets future, trendy mix up with classic’.
• Consumers are invited to interact with brand offline event via HTML5 participation on WeChat
KEY TAKEAWAY:
• The livestream was held on Weibo which fully leveraged influence of celebrity and generated
great awareness.
• HTML5 lucky draw provided offline consumers a touchpoint to interact with brand. The O2O
loop allowed a combined funnel to attract engagement (offline) and recruit them to the
brand’s WeChat.
KEY PERFORMANCE
Campaign period: Jun 30th
Viewer ship EngagementMoncler livestream campaign A QR code was placed at Moncler’s Fragment Truck, visitors were encouraged to scan the code to receive a prize. O2O H5 'lucky draw’ to engage offline visitors to the Moncler Fragment Truck and convert them into Moncler online followers and members. All scanned users were directed to follow the WeChat account and become a member before being able to participate in the lucky draw.
Devialet 618 campaign
BACKGROUND：
• Devialet aimed to drive people’s attention to the brand during 618, to boost sales for product.
The solution was to leverage China domestic talent and asset production to create locally
relevant content to engage the audience during the period.
• Collaboration with a Peking Opera veteran to record vocal performances combined with
advanced coding resulted in an immersive and interactive experience for local audience
which led to strong results
KEY TAKEAWAY:
• Jun.18th is a local commercial period which drives high-traffic for browsing users. Brand
should leverage the period to push awareness and remain relevant to Chinese consumers,
regardless of available deals or discounts (which the holiday is usually associated with).
• Interactive call-to-action post help boost reads and engagement and build brand preference.
KEY PERFORMANCE
Campaign period: Jun 10-16th
290% benchmark 330% benchmark
Impression ClicksINTERACTION MECHANISM : • 3 scenarios were presented to reader. They are encouraged to hear the solution. • Upon clicking on the icon, the content changes and a specialized audio piece is played simultaneously • Situations are all connected to local audience and demonstrate product feature clearly which help enhance consumer‘s understanding about the product and drive brand preference.
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