JD – Resonance

To resonate with China’s netizens during the Chinese New Year, Victorinox introduced a special edition collection inspired by four Ancient Chinese constellations. This marked the first occasion for Victorinox embracing a Chinese cultural aesthetic.

Resonance spearheaded the promotion of this unique collection across WeChat and Weibo, earning a wave of positive accolades from China’s netizens.

Further, we developed an animated video set in a Chinese cultural setting, vividly showcasing each product from the new collection. Crafted for easy consumption and sharing, the video swiftly caught traction. It led to a surge in demand, with each product, as well as collector’s editions featuring the complete collection, selling out within days on Chinese e-commerce platforms Tmall and JD.

Services Provided:

Digital
Social Media
Weibo
WeChat
E-Commerce
TMall
JD
Video
Campaign

Azure Dragon of the East

White Tiger of the West

Vermilion Bird of the South

Black Tortoise of the North

We integrated youth culture and popular Chinese internet language with Victorinox’s unique design to boost engagement among younger audiences on Weibo and WeChat. By creating engaging animated stickers, we managed to further close the gap between Victorinox and the younger demographic.

To rejuvenate this 116-year-old brand, Resonance also produced key visuals for each product in the collection, overseeing concept, art direction, and production. We linked the creative assets from the new collection with an H5 mini site, accessible via Weibo and WeChat, where netizens could cast votes for their favorite items. Additionally, we showcased the new assets in banner ads on the Chinese e-commerce platform JD, ensuring wide visibility and brand awareness.

Services Provided: