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Tiffany

Resonance provides a full service, always-on digital solution for Tiffany, covering strategy, planning, creative, production, digital campaigns, social media, CRM, and ecommerce. Below are a few selected projects we’ve launched for Tiffany over the years, including celebrity videos, love holiday campaigns, H5 mini-sites, WeChat mini programs, VR/AR, social commerce.

"Choose Love" Campaign, with celebrity Mark Chao

To help Tiffany own the concept of “love” we needed to ideate an angle that fits with the brand, but also resonated with the modern Chinese woman. Our idea: “choose love”, focused on love as an empowering choice, rather than a passive event. We developed a campaign around celebrity Mark Chao that explored love from the viewpoint of romance, patience, and empathy. We wrote the script, scouted the shooting location and recruited a director and production house to create the love campaign’s primary video asset (featured at the top this page). We then produced social media and digital content, worked with influencers to spread the message, and managed the entire campaign from top to bottom, over-delivering on set KPIs.

Reaching China's Millennials with the Tiffany T collection

Tiffany’s T collection is focused on fashion forward millennials. We needed to better reach and appeal to younger audiences on social media. We did so through collaborating with 4 Tiffany celebrities, creating energetic short videos optimized for mobile phones. Four waves of WeChat Moments Ads were launched and each celebrity was featured in a  short video reflecting the “T” collection attitude.

Innovative Digital Interaction to Celebrate 5.20 Love Holiday

We needed to ensure that Tiffany would “own love” and stand out from the crowd of brands running campaigns during China’s local love holiday. To celebrate 5.20 (which sounds like “I love you” in Chinese) we created am H5 mini-site, illustrating a journey of love. The H5 allowed lovers to interact by holding their two screens together to watch the love journey play across both screens. A holiday product showcase is displayed at the end of the journey, encouraging gifting.

Stories of Love for Chinese Valentine's Day

For 2018 Chinese Valentine’s Day, we featured celebrity couple  Du Jiang and Huo Si Yan in a “believe in love” video, exploring their personal story of love.  We managed the video concept, creative, script, director, production house selection and video production. Using WeChat native ad to connect with our target audience, the campaign helped Tiffany “own love” during Qixi, the popular local lovers holiday. Resonance also managed Tiffany’s digital ecosystem, amplifying the campaign across Weibo, WeChat, Red, and luxury/fashion influencers.

520 & CVD Pop Up Mini Program EC With SCRM Retargeting

Tiffany launched WeChat mini-program pop-up stores to sell special editions of products for 520 and Chinese valentine’s day holidays in 2019. We tracked our followers’ behavior & purchasing journey within the WeChat mini program. Social CRM, data analysis and segmentation, allowed us to retarget interested followers, increasing their likelihood to purchase which contributed meaningfully to sales.

Canali

Resonance provides a full service, always-on digital solution for Canali, covering strategy, planning, creative, production, digital campaigns, social media, and ecommerce. Below are a few selected projects we’ve launched for Canali over the years, including celebrity and KOL collaborations, product launch campaigns, H5 mini-sites, WeChat mini programs and more.

Discovering the Modern Chinese Gentleman

To connect with Canali’s core target audience throughout the year, Resonance collaborated with a series of sophisticated Chinese KOLs who authentically live the life of a “modern gentleman”. Each KOL was selected based on their background and how well they could represent the Canali brand; covering the fashion, lifestyle, travel, and sports industries. Through this series of interviews, paired with tactical media buys on WeChat, we helped localize Canali’s brand image and significantly increase its WeChat fan base.

Chinese Valentine’s Day Collaboration with a Famous Chinese Paper Artist

To bring a touch of Chinese art to Italian luxury brand Canali for Chinese Valentine’s Day, Resonance collaborated with a famous paper artist, 刘通 Liu Tong, inviting him to create paper artwork expressing the CVD traditional fairy tale of Qi Xi; the emperor’s daughter and the orphaned ox herder who are connected once a year by a bridge of flying magpies. It showed our audience of sophisticated male luxury netizens Canali’s newest collection in an artistic and innovative way.

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Canali Chinese New Year Collection Campaign

Canali planned a limited-edition CNY collection launch in China, but due to recent controversies in the luxury industry, decided not to run their global assets locally at the last minute. Resonance was tasked to create new, relevant local assets on the fly. First, we used traditional CNY concepts to create two stop motion videos which showcased the new collection and conveyed a fun CNY greeting. We then made 3 additional stop motion videos to further demonstrate the 3 new looks plus mix & matched lifestyle accessories from the new collection.

Bose

Resonance provides a full service, always-on digital solution for Bose, covering strategy, planning, creative, production, digital campaigns, social media, and ecommerce. Below are a few selected projects we’ve launched for Bose over the years, including celebrity and KOL collaborations, product launch campaigns, H5 mini-sites, WeChat mini programs and more.

Bose Tmall Super Brand Day

Brands must pitch Tmall for the opportunity to host a Tmall Super Brand Day. For Bose, Resonance needed to come up with fun, social, and innovative ideas to win our selected time slot, while also introducing Bose’s latest products in an engaging way. On Tmall, we launched a prize: a limited edition bluetooth robot Tmall cat featuring the new wireless speaker Soundlink Micro that netizens could win. We programed an auto call from our celebrity, Li Rong Hao, when Tmall netizens used a specific keyword during search. We also launched a creative user generated content playlist engagement on popular music platform Xiami, which generated massive buzz and interest. Finally, we livestreamed the Tmall super brand day event on Yizhibo which generated a large amount of traffic to Bose’s Tmall page.

Revolve Speaker: Product launch social videos

Resonance was tasked to maximize social media awareness for Bose’s new Revolve Speaker. We worked with three musician celebrities to create social content that resonated with Bose’s target audience while communicating the features of Bose’s new revolve speaker. Content consisted of interviews of the three popular universal music group artists, insights into their music, and general hanging out and having fun all aided by the Revolve speaker’s unique 360 degree design.

Collaborating with local platform “One Take” to create local content

Bose’s core creative assets are global, not local. To connect with local consumers, Resonance partnered with photography platforms “One Take” to generate local content from an audience of China’s top professional photographers.

Photos were used on Weibo and WeChat  but also seeded back onto One Take, asking followers to create a story for the images they liked best. This platform specific engagement successfully attracted audience attention on One Take, which opened up a new social platform for Bose to recruit followers and customers.

Star Alliance

Resonance provides a full suite of digital services for Star Alliance; from building high quality traveling communities through Chinese social media platforms to daily communications through always-on social media management and strategy, from seasonal and co-branding campaigns to the creation of highly useful mini-programs geared toward the needs and interests of China’s frequent flyers.

Dreams + Destinations

Star Alliance has an unparalleled network of 26 airlines. To generate awareness for Star Alliance’s network in China, Resonance created a series of online videos for each airline featuring the comforts of each carrier and the excitement of visiting destinations around the world. By launching a broad online media push funneling traffic to a CRM enabled WeChat Mini Program for frequent flyers, we generated insightful data on traveler message and feature preferences that allowed us to better optimize and continuously improve targeting and ROI.

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Tesla x Star Alliance

Drawing on the similarities in audience profiles between Star Alliance and Tesla, we created a joint promotional campaign that highlighted the Star Alliance Circle travel program in tandem with Tesla’s High Value International Travel (HVIT) program. Our campaign illustrated how Star Alliance Circle and HVIT could work together to create the ultimate travel experience taking the traveler seamlessly from the sky to the ground. 

Resonance designed a easy-to-use interactive H5 minisite for netizens to learn the benefits from Star Alliance and Tesla in Circle Pacific travel scenarios and purchase a Circle Pacific traveling package. We increased awareness of the package while also capturing data regarding travel habits, needs, and wants of our target audience. Furthermore, we capitalized on our partnership with Jaykan, a seasoned travel blogger on TikTok and Weibo, in order to drive greater awareness of the campaign.

Ultimate Travel Experience | Interactive H5 | Travel Route Customization | CRM Capture System | Photo Sharing UGC

KOL Support from Vlogger Jaykan

Victorinox

Resonance provides a full suite of digital services for Victorinox, including social media platform management, mini programs, H5 programs, online campaigns, creative, media production, ads management, and e-commerce. Below are a few projects we’ve launched for Victorinox from 2019 – 2020 on WeChat, Weibo, Red, T-mall and JD.com.

Victorinox x Chinese Constellations

To connect with China’s netizens during Chinese New Year, Victorinox created a special edition collection featuring four Ancient Chinese constellations. This was the first time Victorinox adopted a Chinese cultural aesthetic; Resonance promoted the new collection across WeChat and Weibo and received heaps of positive praise from China’s netizens. Resonance also created an animated video featuring each of the products in a Chinese cultural CNY-ish setting to introduce the new collection in an easy to consume and share format. The video was a success leading to each product, and collectors editions featuring all products, being sold out within days on China e-commerce sites Tmall and JD.

Connecting w/Youth Culture

We combined youth culture and popular Chinese internet language with Victorinox’s special design to gain higher engagement among younger audiences on Weibo and WeChat. Creating interesting animated stickers, we were able to further bridge the gap between the Victorinox and younger audiences.

To further help this 116 y/o brand “become young” Resonance also produced brand key visuals for each product in the collection, providing concept, art direction and production. We paired the new collection’s creative assets with an H5 mini site accessed through Weibo and/or WeChat where netizens could vote for their favorite. We also deployed the new assets across banner ads on Chinese ecommerce set JD.

Covid-19 x Home Cooking Trend

As COVID-19 spread ferociously around the world at the beginning of 2020, Victorinox realized that their cutlery series was growing faster than usual due to home quarantine and social distancing. However, with previous focus on Swiss Army Knives, they lacked the visual assets of kitchen cutleries, and so we quickly stepped in to help them produce both product video and product image content for the Chinese audience to match with the growing needs on e-commerce channels.

Dubai Tourism

Resonance has been working closely with Dubai Tourism for five years, bringing to life the diversity of this Middle-Eastern metropolis to a multitude of audiences. Appealing to their different interests, we strive to tell a new story every day whilst finding a balance in content from the must-see highlights to the vast array of dining options, from the thrills and spills of entertainment and adventure on offer to wonderful shopping and unique local culture. All the while communicating with a well traveled Chinese audience.

Celebrating Chinese Holidays

On WeChat, we help Dubai Tourism to tailor their content strategies into the Chinese local culture, as China celebrates a number of holidays on-and-offline across the year. Here you will find a selection of tie-ins that we have created for them. Always popular posts, these carefully crafted pieces of content has brought Dubai Tourism closer to their Chinese fans.

Chinese New Year

Children's Day

Teacher's Day

Winter Solstice

During Chinese New Year, Chinese have the custom of putting up spring couplets to bring more blessings. This H5 combines Dubai’s scenic spots with words of blessing, to be sent to the Chinese fans everyday during this special holiday season.

Children’s Day is celebrated on June 1st in China. Drawing on hotly discussed topics among children, we used GIF and pictures to create multiple scenarios in which children’s wishes could be fulfilled in Dubai, to highlight the most popular Dubai attractions.

We duplicated a classroom setting with the background of a blackboard. We tied multiple iconic architectures in Dubai into subjects of Math, History, Geography, and Arts, educating the audience on the background information as well as highlighting some obscure fun facts .

Winter Solstice means “the arrival of winter” in Chinese. Some believe that family gathering on this day is even more important than on Chinese New Year. Working with Ski Dubai, we incorporated exciting activities with this holiday to suggest a possible family ski trip to Dubai.

Go Viral on TikTok

To maintain a constant high level of engagement with our audience, we utilized popular social media platforms to communicate regularly. We recognized that videos tended to have higher impact than other digital content, and TikTok- with its rapidly growing user base in recent years- had the ability to spread messages expeditiously. Taking advantages of both, we made a series of videos that spotlight diverse aspects of Dubai to go viral on TikTok as an efficient way of communication.