Best Practice This Month - December 2020 - Curiosity China

Best Practice
This Month
December
2020

TABLE OF CONTENT

● Latest Luxury Market Showcase
o Balenciaga “Afterworld” Fall 2021 Collection
  Campaign
o Chanel Métiers D’art 2020/21 Collection Campaign
o Valentino Re-Signify Exhibition in Shanghai
o Dior Menswear Fall 2021 Show

●   Farfetch Spotlight Cases
o   Farfetch X Oppo X Susan Fang
o   Palm Angels Mini-Program Launch
o   Farfetch “Open Doors” Pop-up for Holiday Season in
    Beijing

❏ Latest Luxury
  Market Showcase

Balenciaga “Afterworld” Fall 2021 Collection Campaign

Campaign Summary
Balenciaga launched its Fall 2021 collection on December 6th in a video game called “Afterworld: The Age of Tomorrow”. Users not only participate in the
game, but also enjoy the latest pieces from Balenciaga Fall 2021 collection throughout the game. The game is setting in the near distant future of 2031,
instead of waiting for a coveted catwalk invitation to the show, users can simply visit the brand’s website and virtually join the runway show.

The video “Afterworld: The Age of Tomorrow” games stands for a new chapter of Balenciaga’s digital journey, also strengthen its pioneer image in fashion
industry.

                                                 the game              A package of invitation & VR
                                                                       device delivered to selected       Characters in the game/ Look book of
                                                                       guests first                                   the collection

Chanel Métiers D’art 2020/21 Collection Campaign

Campaign Summary
Chanel held the Métiers D’art 2020/21 show this
year at Château de Chenonceau, France. They
livestreamed the runway show on official website
and direct audiences to watch the show through
highlight footages on Weibo.

They also did an offline exclusive event inviting
brand ambassadors Zhou Xun, Liu Wen, William
Chan, etc. to appreciate the show together,
leveraging their influence to further generate social
buzz online.

Result
The Weibo hashtag #香奈儿高级手工坊# (Chanel Le
Château Des Dames Métiers D’art) has received
610M views and 1.417M of discussion totally.

Valentino Re-Signify Exhibition in Shanghai

Campaign Summary
Valentino held the interactive brand exhibition
“Valentino: Re-Signify Part One Shanghai” at Power
Station of Art, Shanghai.

They did an exclusive opening ceremony inviting
celebrities and KOLs in fashion industry, also
released a series of preheat videos and short films
with them on Weibo, attracting audiences’ attention
and amplify social buzz.

Mass audiences can also browse the highlight
footages of the exhibition and make appointments
through the Mini-program.

Result
The hashtag #Valentino再诠释# (ValentinoResignify)
has received 51.66M views on Weibo and 780K
views on Red.

                                                      (Valentino Re-signify Mini-P)

Dior Menswear Fall 2021 Show

Campaign Summary
Dior chose 5 popular male celebrities with
giant traffic as their models for the Menswear
Fall 2021 show this year. They livestreamed
the show on Weibo and Tencent Video,
leveraging media buy on WeChat and other
feeds app to promote the livestreaming.

Dior also released a serious of preheat videos
featuring celebrities Karry Wang, Feiyu Chen,
Huang Xuan on WeChat Channel, Bilibili and
Douyin to drive traffic.

Results
• The Weibo hashtag #Dior二零二一秋季男
  装# (DiorMenFall2021) has received a total
  of 670M views and 8.274M of discussion.
• The livestreaming on Weibo and Tencent
  video had rreceived 66.9M views.

❏ Farfetch Spotlight   INCLUDE YOUR IMAGE OVER THIS BOX

  Cases

FARFETCH X OPPO X SUSAN FANG

Co-branding with OPPO, Farfetch invited the cutting-edge designer Susan Fang, together designed a phone case bag, customized for OPPO Reno 5.
With celebrities, KOLs, and KOCs joined together for later digital communication.

                                                                       @汤敏                 @孙伊涵                @Mia-Kong             @Fil小白

                                                                     @Menthae       @芮芮riri        @蒙小蒙Jenny         @克里希            @大Mia

PALM ANGELS WECHAT MINI PROGRAM LAUNCH

                              Palm Angels WeChat Mini-P

Farfetch “Open Doors” Pop-up for Holiday Season in Beijing

The Event
Farfetch held the second series of the campaign “Open Doors to
Holiday Season” at the Opposite House in Beijing, together with
brands Off-White™, Palm Angels and Ambush®, presenting a
dynamic selection of fashionable and festive items for holiday
season.

Highlights
• To massive audiences and fashion lover- Exhibition at the
   Opposite House with trendy products and edgy setup
• To fashion insider and KOLs – cocktail party at the Opposite
   House Beijing for fashion insider, medias and KOLs
• To Private Client – Private dinner at The Georg for Farfetch
   private clients

Farfetch “Open Doors” Pop-up for Holiday Season in Beijing

The Cocktail Party

As a part of the Open Doors Pop-up in Beijing, a
Cocktail Party was hosted by Farfetch to build up a
premium brand image of Farfetch, creating an
intimate engagement of Farfetch with Media & KOLs
in fashion industry.

Farfetch “Open Doors” Pop-up for Holiday Season in Beijing

The Private Client Dinner

As a part of the Open Doors pop-up in
Beijing, a PC dinner was hosted by
Farfetch at the Georg to build up a
premium brand image among PC in
Beijing, also create an intimate
engagement between stylists and the
VIP clients.

Famous musician, celebrity Zhang
Yadong also attended the dinner.

THANK YOU!

 @CuriosityChina

 @CuriosityChina