Seven Cases: How Did The Wechat Marketing Of These Luxury Products Do?

Editor's Note:

Many luxury brands are integrating the "pig" Zodiac into this year's product design, hoping to celebrate the Chinese New Year with Chinese consumers.

At present, it seems that the results are good. Many WeChat advertisements are very creative and have received many consumers' appreciation.

For example, Disney's three piggy nostalgia themes of Gucci, Dior's Chinese series bag, and Longchamp's cooperation with the famous blogger bag.

Today, JingDaily interprets several successful marketing cases:

Gucci

This year, Gucci created a pig carnival for Chinese consumers.

For example, many products are based on Disney's three little pigs, with purses (about 1461 dollars), watches ($1918), handbags ($2051) and sneakers ($885).

On 1 10 * * * *, the brand also published a long article entitled "Gucci pig pig family is now on the stage" at WeChat end, and it is also accompanied by the cute pig pictures taken by British artist and film producer FrankLebon.

This article also adds a purchase link to the product picture. If you click on the picture, you can go to its official Mini program and purchase it with WeChat.

In addition, it also provides downloaded Gucci original expression pack.

According to consumer feedback and participation, Gucci is the biggest winner of this year's luxury brand WeChat marketing.

"What kind of immortal copywriter is it written? It's too good! The product is too cute," commented a user named A Ju, while another user commented, "who says luxury brands can never control the zodiac elements?" Gucci was hit by the face.

"So far, the article has obtained one hundred thousand + browsing volume and 685 points.

Dior

Most luxury brands choose to interpret the Chinese New Year with the portraits of "pig". This year, Dior's WeChat marketing activities show the brand's profound understanding of Chinese culture and aesthetics.

Their new products use a printing called ToiledeJouy, with very elegant red and white branches.

The series was released in January 14th, and the WeChat article has received 53 thousand views and 84 points.

When users click on the links to WeChat articles, they will automatically pfer to a very exquisite H5 page with music and product introductions. Three classic handbags are recommended: LadyDior, Book Tote and Saddle, all of which are limited to the Chinese market.

Mulberry

The British leather goods brand Mulberry has published many articles on WeChat to celebrate the Chinese New Year. The brand has made a brand new interpretation of some Chinese characteristics such as bamboo and Chinese temples, and has a modern watercolor style.

In the first article, the Seaton series of Chinese handbags (priced from around $1402 to $1727) was launched. In the second articles, besides launching new products, many cute pig facial expression packages were also pushed. In the last article, they introduced to consumers how to buy products in their Tmall luxury counters, and at the same time launched an interactive game on WeChat. Users had the chance to win a new bag by playing games.

Longchamp

Longchamp is the first luxury brand to celebrate the Chinese New Year.

The brand's activities began in December 13th, and it has launched a series of handbags related to pigs, which is strongly cooperating with Beijing fashion designer.

Subsequently invited star Tang Yan, Wu Lei, model Xi Meng Yao and so on for the brand endorsement.

In order to better play the influence of star bloggers, second articles on WeChat pushed Mr. Bao's meeting with fans from all over the world.

The first stop was the Kerry Center in Jingan, Shanghai. The guests were Lin Yanjun and a real pig.

Then in December 28th, Longchamp and Mr. Bao jointly launched the Le Pilage series handbag * a PVC handbag with a pig nose shape.

Consumers can purchase all the Chinese New Year special products through WeChat online.

Cartier

The jewelry and watch brand Cartier did not offer limited products for the Chinese new year, but the brand released the first Cartier handbag in January 10th: Papillon (about $2169), using the shape of the Cartier jewel box.

The latest WeChat article released by the brand also highlighted the version of "China Red". So far, the article has received 59 thousand views and 220 points.

A week later, the brand launched an exclusive Chinese watch series: Cl e deCartier (pink leather strap) priced at about $8559.

The top 88 customers who subscribe to the Cartier micro shop will have extra benefits, and Cartier's article is also highly involved.

Chloe

In order to celebrate the Chinese new year, the brand has launched a series of hand-painted products (T shirts, sports shoes and handbags) with the India artist RithikaMerchant.

These products are interpreted by stars such as Wang Luodan, Victoria Song and Tang Yan.

So far, the article has received 14 thousand visits and 59 compliment points.

Unlike most brands, Chloe does not lead consumers to consume online, but rather encourages consumers to buy goods in physical stores.

Recently, the brand also launched the WeChat expression bag for the theme of the year's greeting.

* "ah, this is the best pig year in all the big cards," Hao Yumin, a WeChat's Yumi, praised.

Another user named MissYoga said, "those pigs are lucky to look at them."

Swarovski

In January 10th, Swarovski published an article on pig pig's life on WeChat and launched Swarovski's all accessories and jewellery (about $190) for pigs.

This article encourages female consumers to buy Swarovski products to reward themselves, and at the same time, get a new year's bonus.

Finally, it will lead customers to the product page of Jingdong. Consumers can read reviews about the products and buy them through WeChat.

So far, the article has visited 72 thousand times and received 134 compliment.