Archive for month: January, 2015

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H&M: Alexander Wang Capsule Collection

H&M’s capsule collection with Alexander Wang was one of the brand’s most anticipated designer collaborations, and created enormous buzz around the world as shoppers lined up for the opportunity to purchase limited-edition pieces.

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H&M creates contests on WeChat to drive participation

As a key market for fast fashion, H&M placed increased emphasis on the China launch for the designer’s collection – hosting an extravagant event in Shanghai attended by Alexander Wang and some of China’s biggest celebrities in order to capitalize on collection hype and elevate H&M in the eyes of Chinese consumers.

Campaign Highlights

The capsule collection launch was a runaway success on the mainland because the campaign integrated seamlessly with global campaign initiatives coupled with a significant boost from some of the most popular celebrities on China social media. Consumers felt like key players in the collection launch with release dates synchronised with H&M locations around the world, and capped off with a major Shanghai event attended by Alexander Wang and China’s biggest stars including Fan Bingbing and Li Yuchun.

What You’ll Learn

The H&M x Alexander Wang Social Campaign Report will show you how the brand brought Chinese audiences into a mainstream fashion event by blending global content with celebrity buzz and influential word-of-mouth on Weibo and Wechat.

  • Weibo: You’ll learn how H&M used Weibo to tease the collaboration and establish global credibility while driving word of mouth through sharing contests that activated China’s fashion influencers.
  • WeChat: We’ll show you how H&M extended the campaign experience to WeChat and created unique campaign minisites to educate fans on elements of the collection.
  • Key Opinion Leaders: This report includes a full KOL list as well as a complete breakdown of H&M’s celebrity partners and an analysis of media and fashion amplification.
  • O2O: Learn how the brand integrated offline retail in their promotions to drive traffic to flagship stores and promoted organic UGC sharing from shoppers and fans.
  • Ecommerce: See how H&M drove traffic to online and mobile commerce platforms for a multi-channel launch.
  • Campaign Timeline & Metrics: This report includes a complete campaign timeline covering teaser, launch and sustain phases as well as success metrics.
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Ray-Ban: Never Hide Campaign

Launched in 2007, Ray-Ban’s Never Hide brand platform has been a recurring campaign that promotes the eyewear maker’s independent, creative, and authentic voice.

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Ray-Ban works with China key opinion leaders to amplify its Never Hide campaign

Over the years, Never Hide campaigns have placed an emphasis on musicians and artists, and this was the focus for a China initiative that combined eight different product materials with eight campaign ambassadors to connect with rising post-90s consumers.

Campaign Highlights

Ray-Ban’s Never Hide Your Talent initiative emphasized buzz generation on China social media to drive followers to engage with eight mini-campaigns to learn about the brand’s diverse product offerings through eight material themes ranging from steel to velvet. Ray-Ban also partnered with eight celebrities and digital influencers to amplify reach as well as provide an inspirational message, augmented by Weibo and WeChat mini-games that boosted brand sharing across social media.

What You’ll Learn

The Ray-Ban Social Campaign Report will analyze how the brand was able to generate significant awareness on China social media and convert that buzz into product discovery and social sharing through an array of engagements, incentives, and lite apps.

  • Weibo: You’ll learn how Ray-Ban used Weibo as the primary social hub and buzz-creation channel for the campaign by launching multiple campaign mini-apps.
  • WeChat: We’ll show you how Ray-Ban created campaign minisites (Weizhan) that optimized Weibo lite apps for smartphone users to boost social sharing.
  • Key Opinion Leaders: This report includes a full KOL list as well as in-depth information on the eight celebrity ambassadors across fashion, music, film, and art that Ray-Ban partnered with to infuse the campaign with inspirational messaging and amplify reach across diverse fan groups.
  • O2O: You’ll see how Ray-Ban integrated with campaign experience events in partnership with a major China music festival to drive online-to-offline traffic.
  • Global Integration: We’ll cover global campaign integration and show you how the brand promoted larger campaign initiatives that boosted China participation in global engagements.
  • Campaign Timeline & Metrics: This report includes a complete campaign timeline covering teaser, launch and sustain phases as well as success metrics.
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Starbucks: Digital Ecosystem Review

Since opening their first store in Beijing in 1999, Starbucks is on pace to have 1,500 China locations by the end of 2014, representing the largest market for the brand outside of the United States.

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Starbucks China app allows customers to manage their loyalty benefits

Driving their success has been a seamless localization of the global brand experience that balances regional tastes (tea and mooncake) with an aspirational lifestyle that has resonated with consumers through distinctive retail environments.

Digital Highlights

Starbucks has created a specialized digital brand ecosystem in China with a focus on seasonal product promotions and brand loyalty. Weibo posts create awareness for seasonal product offerings while customer retweets are amplified to foster brand affinity. Instead of integrating with WeChat, Starbucks has chosen to manage brand loyalty and CRM through a downloadable mobile app that provides direct access to consumers as they manage membership rewards.

What You’ll Learn

The Starbucks digital report takes a comprehensive look at the digital and social channels of China’s most popular coffee chain and one of the West’s most successful retail entrants into the mainland market – showing you how the brand has cultivated a passionate fan base while constantly driving traffic to stores through Weibo and WeChat.

  • Brand Website: You’ll learn how Starbucks uses their website as a hub for coffee knowledge and brand loyalty while also supporting seasonal offerings and new product launches.
  • Brand Mobile App: We’ll show you how Starbucks has built the brand mobile app to be an indispensable part of the customer experience while also providing a dedicated channel for promotions.
  • Weibo: We’ll analyze the brand’s Weibo posting strategy to reveal how Starbucks engages with fans on China’s leading microblog.
  • WeChat: You’ll see how WeChat fits into the brand’s communication strategy, and how far the brand has gone to unlock its mobile potential.
  • Youku: We’ll reveal Starbucks’ video strategy and which types of content are attracting the most views.
  • Key Opinion Leaders: We’ll show you how Starbucks deploys a unique KOL strategy that relies on retail partners to generate awareness.
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Lancôme: Digital Ecosystem Review

Consistently ranked as one of the leading beauty brands in China for digital marketing and social media, Lancôme has developed a mature and specialized brand ecosystem. Brand channels are discreetly used for product education and cultivating customer word of mouth, but are integrated effectively to achieve campaign objectives.

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Lancôme provides customer service from its WeChat account.

Content engages by integrating trending topics while consistently exposing followers to product information, while diverse campaigns keep followers aware of new products and upcoming sales promotions.

Digital Highlights

Lancôme’s digital brand ecosystem is built on high-quality and engaging content that seamlessly blends trending topics and popular celebrities with inspirational and educational messages. The brand has placed an emphasis on customer word of mouth and has created their Rose Beauty platform to leverage premium samples to seed its creation. Brand ecommerce is integrated throughout the consumer journey, and Lancôme partners with a wide array of digital influencers to create expert content on social media and vertical communities.

What You’ll Learn

The Lancôme Digital Report analyzes the complete digital ecosystem of one of China’s most successful beauty brands and shows how Lancôme has used Weibo to educate consumers on product knowledge, promote positive word of mouth through their brand BBS, and set up WeChat to become a hub for CRM.

  • Brand Website: We’ll show you how the brand website functions as the primary hub for ecommerce with an emphasis on seasonal promotions and product education.
  • Brand Community BBS: We’ll take a look at how Lancôme has leveraged product sampling to create a platform to activate consumer evangelists and seed word of mouth across China social media.
  • Weibo: You’ll learn how Lancôme has amassed one of the highest-quality audiences on Weibo with content that resonates with fans.
  • WeChat: We’ll show you how the brand is making strides on WeChat by integrating brand loyalty, creating mobile-optimized campaign experiences, and boosting sharing.
  • Youku: We’ll take a look at the videos that are performing best on the brand’s Youku channel.
  • Baidu: You’ll see how Lancôme prioritizes brand promotions to convert search interest.
  • Key Opinion Leaders: We’ll reveal how Lancôme partners with KOL influencers, celebrities, and media accounts to amplify awareness for their products.
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Michael Kors: Jet Set Campaign

Along with Coach and Kate Spade, Michael Kors is enjoying unprecedented growth in China as consumers gravitate towards fresh American design elements at more affordable price points in response to widespread anti-corruption measures and overall logo fatigue. For their Jet Set campaign, the brand went beyond education of brand heritage and iconic products, like most European luxury brands, to create an integrated digital experience fueled by an inspirational lifestyle message that connected with Chinese consumers.

Campaign Highlights

Like many international fashion brands, Michael Kors built the Jet Set campaign around a flagship store opening and runway show to boost credibility and prestige in China.

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Michael Kors Jet Set WeChat Mobile App

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MK Works with Top Media and Key Opinion Leaders in China

The brand did an outstanding job of creating buzz for campaign events that took place over only two days, using Weibo and WeChat to educate fans on featured products and design inspiration while encouraging social sharing that leveraged China’s outbound tourism boom.

 What You’ll Learn

The Michael Kors Jet Set Campaign Report reviews how the brand launched the Jet Set campaign on digital and social channels to support a flagship store opening in Shanghai and create awareness for a major celebrity event.

  • Weibo: Weibo acted as the nexus for Michael Kors Jet Set campaign – creating buzz for celebrities, events, and brand products while also acting as a hub to direct followers to various activities on WeChat, fashion portals, and the brand website.
  • WeChat: Michael Kors went beyond syndicating Weibo campaign content to WeChat, and launched exclusive content, mobile engagements and campaign minisites (Weizhan) to create unique experiences for their fans.
  • Campaign Events: Celebrity-studded brand events are one of the most effective ways to make a splash on China social media, and Michael Kors seamlessly used Weibo, WeChat and Youku to extend and sustain awareness across digital channels.
  • Mobile App: Michael Kors Jet Set 360 mobile app raised the bar for mobile campaign experiences, and we’ll explore how they integrated this unique asset into their digital ecosystem.
  • Douban: Douban is China social media’s home for creative and independent thinkers, and we’ll show you how Michael Kors curated campaign content to resonate with followers on their official brand station.
  • Media Partnerships: We’ll explore how Michael Kors partnered with ELLE China and leading fashion KOLs to educate domestic fashionistas on collection themes and inspire them to integrate brand products into their own personal style.
  • Key Opinion Leaders: Michael Kors brought some of their most recognizable global and China brand ambassadors to China for the Jet Set fashion show in Shanghai. We’ll show you how they brand strategically integrated fashion influencers partnered with media and aggregator KOLs to boost awareness across social media.
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Coach: Digital Ecosystem Review

Coach has been riding the wave of affordable luxury in China, with products priced to meet the demand of a rising middle class consumer.

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Coach WeChat account showcases campaigns, sales promotion and content from popular influencers

But with growth in the category curtailed by government restrictions, outbound tourist shopping, and an influx of competitor brands like Michael Kors and Kate Spade – digital and social media has never been more important for the brand to connect with China’s rapidly evolving consumer.

Digital Highlights

Coach relies on its digital brand ecosystem to build awareness, keep followers current on new product availability, and ultimately drive conversion online and at retail. The brand emphasizes KOL integrations with leading China celebrities and digital fashion influencers to educate and establish credibility, while using product giveaways and retweet contests to generate brand buzz across social media. Coach’s social channels consistently integrate with the brand ecommerce platform, and WeChat has been adeptly deployed for CRM and nascent O2O initiatives.

What You’ll Learn

The Coach Digital Report will provide an in-depth look at Coach’s digital and social channels including Weibo, WeChat, Douban, Youku, and Baidu. This issue also reviews Coach’s owned ecommerce platform and covers the brand’s extensive use of digital influencers and key opinion leaders to reach relevant audiences in China.

  • Brand Website: Coach’s website is the brand’s ecommerce hub, merging brand heritage and product education while also serving as the digital gateway for customer service and loyalty.
  • Weibo: Weibo is Coach’s primary platform for brand education and product awareness, with frequent incentive engagements and KOL integrations to generate buzz.
  • WeChat: Beyond supporting campaign initiatives, Coach is positioning WeChat as a customer service platform as well as the linchpin of their O2O initiatives.
  • Douban: Like many brands, Coach tailors their message to target Douban’s more niche community of independent users.
  • Youku: Video is a big part of Coach’s digital marketing strategy as the brand balances global content with locally produced initiatives.
  • Tuding: Previously touted as one of China’s many answers to Instagram, Coach was one of the first brands to establish a presence on Tuding.
  • Bomoda: Positioned as a premium community of fashion influencers, Coach was an early brand partner with Bomoda.
  • Baidu: Coach’s Baidu Brand Zone helps the brand convert search interest from China’s leading search engine.
  • Key Opinion Leader: Either through direct posts or retweets, Coach relies heavily on China KOLs to boost credibility and extend reach across social media.
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Tiffany & Co.: Unlock the Possibilities

Tiffany has enjoyed steady growth in China with 26 stores now open since opening their first retail location in 2001. While the brand has enjoyed double-digit growth in recent years, wedding rings are still not a staple of Chinese tradition, and recent government austerity measures have seen luxury jewellery brands give way to regional competitors like Chow Tai Fook.

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Tiffany WeChat minisite delivers engaging content to mobile phones

But with Tiffany spending more on marketing in China than in any other market, the brand has made it a priority to build brand awareness and knowledge among consumers.

Campaign Highlights

Tiffany launched Unlock the Possibilities to promote their Keys collection, an integrated campaign on digital and social platforms, working with renown portrait artist Yu Hong to create three celebrity portraits, and in the process, explore the inner qualities of three of China’s most successful women – Li Na, Zhang Ziyi, and Li Yuchun. Using Weibo, WeChat, and Douban, Tiffany was able to deepen engagement and inspire social media users to create and share content that amplified campaign awareness.

What You’ll Learn

The Tiffany Campaign report will take a look at how the brand collaborated with three of the biggest celebrities in China to create an inspirational message that promoted social sharing on Weibo, WeChat, and Douban.

  • Weibo: We’ll show you how Tiffany launched a customised app on Weibo that served as an interactive gateway to videos, product content, and a campaign sharing tool.
  • WeChat: You’ll learn how Tiffany optimised the campaign experience for WeChat, enabling exploration and sharing through China’s leading mobile platform.
  • Douban: See how Tiffany generated the highest fan participation from Douban’s community of independent thinkers.
  • Key Opinion Leaders: We’ll go beyond the three celebrity campaign ambassadors to show you how Tiffany worked with digital influencers to tap fashion, design, and mainstream audiences.
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Adidas: All In For My Girls Campaign

Adidas is one of many sportswear brands in China targeting women’s fitness in a trend that has seen Nike open only their second women’s-only retail store concept in Shanghai in late 2014.

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Adigirls WeChat minisite creates community through shared activity and gamification.

Spurred by the success of Lululemon Athletica in its evolution from activewear to a fashion lifestyle brand, Adidas has focused on community and fitness inspiration to market Adigirls in China.

Campaign Highlights

For the second installment of the All In For My Girls campaign, Adidas built on the success of 2013’s inspirational campaign with innovative social and mobile integrations. The brand created an empowering campaign message around celebrity ambassador Hebe Tian, and in combination with an innovative Adigirls WeChat minisite (Weizhan), encouraged women to make fitness a bigger part of their lives.

What You’ll Learn

The Adidas Campaign Report provides in-depth analysis of how the brand used their digital and social channels to inspire women’s fitness using an innovative app developed specifically for WeChat.

  • WeChat: You’ll learn about the custom mobile campaign minisite (weizhan) that was central to the campaign – enabling group fitness, social sharing, and product discovery.
  • Weibo: We’ll show you how Adidas used Weibo to create campaign buzz and support a five-city experience tour.
  • Brand Website: We’ll show you how Adidas adapted their brand website to support the WeChat campaign and integrate with ecommerce on Tmall.
  • Key Opinion Leaders: You’ll learn how Adidas partnered with celebrity ambassador Hebe Tian and coordinated with digital influencers to reach target audiences.
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Coca-Cola: Lyric Bottle Campaign

Coca-Cola has been consistently ranked as one of the most innovative digital marketers in China, with 2013’s Nickname Bottle campaign often cited for its effectiveness in creating awareness and brand engagement.

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Coke’s Lyric Bottle mobile site encourages sharing to friends.

The brand followed up the effort with the Lyric Bottle campaign in the summer of 2014, releasing over 50 limited-edition bottles and cans with lyrics from popular Chinese songs in an effort to inspire a new form of social sharing in the form of WeChat-friendly musical emoticons called “musicons.”

Campaign Highlights

The Lyric Bottle campaign leveraged celebrity campaign ambassadors and trending topics to inspire sharing through Coca-Cola’s brand channels. While Weibo was the primary platform for awareness through KOL and celebrity integrations, the brand drove user engagement on WeChat where QR-code scanning unlocked “musicians” that could be shared with friends or through the Moments feed.

What You’ll Learn

The Coca-Cola Social Campaign Report will review how the brand built upon the enormous success of 2014’s “nickname bottle” campaign with the addition of pop star collaborations, QR-code scanning, and “musicon” (musical emoticon) sharing on WeChat.

  • Weibo: Coca-Cola used Weibo to create initial momentum for the campaign through incentive engagements and multiple levels of KOL integration.
  • WeChat: Coca-Cola placed QR codes on each bottle which could be scanned through WeChat to open a campaign minisite with each musicon made available for sharing.
  • Campaign Microsite: A campaign microsite aggregated social sharing activities and linked to brand ecommerce on YHD.com.
  • Key Opinion Leaders: To inspire organic sharing on social media, Coca-Cola partnered with a wide range of celebrities, key opinion leaders, and digital influencers to boost visibility of lyric bottles on social media.
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Burberry: Digital Ecosystem Review

Burberry is consistently ranked among the most digitally savvy brands in China, and their investment is paying off as the mainland market is on pace to become the brand’s largest within the next five years.

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Burberry was the first luxury brand of its tier to open a Tmall page

By educating consumers on their unique British heritage and iconic products, promoting collaborations with groundbreaking musical acts, and partnering with some of the biggest celebrities in the domestic market – Burberry has been able to remain exclusive while staying relevant to China’s increasingly sophisticated luxury consumers.

Digital Highlights

Burberry has placed a strategic emphasis on China digital and social media, going beyond simple content localization to unlock the potential of native platforms and craft holistic campaigns that resonate with Chinese consumers. Burberry’s digital innovation partnership with Tencent has lead to some of the most compelling brand interactions on WeChat including personalized content and live event integration. As one of the first luxury brands to open an official Tmall store, Burberry has redefined the role of Alibaba’s B2C juggernaut, while maintaining a brand ecommerce platform and opening digital retail flagships outfitted with full-length touchscreen displays and iPad-equipped online shopping assistants.

What You’ll Learn

The Burberry Digital Report reviews the brand’s entire digital and social ecosystem in China – how it drives ecommerce on its own brand platform and Tmall, its content strategy across Weibo, WeChat, Douban and Youku, as well as the key opinion leaders it partners with to amplify brand messages across China social media. The report is 48 pages long and covers the following:

  • Brand Website: We’ll show you how the Burberry brand website provides a portal for brand heritage, a real-time content hub for global fashion shows, and a comprehensive ecommerce platform.
  • Tmall: Burberry is the first major luxury brand to open a flagship store on Tmall. We’ll take a look at how they worked within Alibaba’s B2C marketplace to create a unique brand experience.
  • Weibo: Weibo is Burberry’s hub for brand storytelling, and you’ll learn how the brand has created a unique balance of global content and love relevancy to attract one of the highest quality audiences on China social media.
  • WeChat: Having formalized a digital innovation partnership with Tencent in early 2014, Burberry has set the gold standard for how luxury brands should position themselves on the platform. We’ll explore how they’ve mastered platform technologies to create meaningful 1-to-1 relationships with consumers.
  • Youku: We’ll take a look at how Burberry integrates video in their China digital ecosystem. The types of content they are featuring on their Youku brand channel, and the videos that are generating the most views.
  • Weishi: We’ll show you how Burberry is staking a claim on the booming short-video platform as one of the first luxury brands to leverage China’s answer to Vine.
  • Douban: We’ll analyze Burberry’s Douban content and campaign strategy to reveal how they speak to China’s leading community of creative thinkers and artists.
  • Key Opinion Leaders: We’ll show you how Burberry balances working with some of the biggest stars in China while still promoting their roster of global brand ambassadors to build buzz on social media.
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