Best Practice This Month - October & November 2020 - Curiosity China
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Best Practice This Month October & November 2020
TABLE OF CONTENT ● Latest Luxury Market Showcase Louis Vuitton Exhibition in Wuhan Lanvin SS2021 Show at Yu Garden Gucci “Ouverture Collection” Campaign Prada “Rubber Pencil Devil” Exhibition Fendi “Roma Collection” Campaign ● Shanghai Fashion Week Highlights Premium Shopping Malls GQ “Coming for you” Campaign ● Curiosity Spotlight Cases Bally Double 11 Campaign CALZEDONIA Double 11 Campaign E-commerce Solution- Palm Angels Mini-Program E-commerce Solution-Balenciaga Neo Classic Bag Mini Program E-commerce Solution- Balmain Mini Program ● Farfetch Farfetch x Visa Pop-Up in Shanghai Farfetch “Open Doors” Pop-Up in Chengdu Farfetch “Open Doors” Pop-Up in Beijing Armani Beauty 2020 Venice FW Campaign Farfetch Community Gallery Farfetch X Bang & Olufsen Community Gallery Farfetch X Samsung Community Gallery
❏ Latest Luxury Market Showcase
Key Observations Integrated User Journey Luxury brands are putting more effort in creating a seamless offline-social-digital-ecommerce user journey – for example, offline events requires technology touches, traditional runways are in sync livestreaming on social, etc. Speak to the Young Luxury brands are getting increasingly keen in speaking to the younger generation. On top of creating social content, they put more innovative effort in the offline “cool” experiences, the sourcing of ad-hoc KOLs, and dive into the new tier-one cities (Chengdu/Hangzhou).
Louis Vuitton Exhibition in Wuhan Campaign Summary Louis Vuitton launched digital art exhibition named “See Louis Vuitton" about brand history and iconic pieces from archive. The digital elements have applied through the whole exhibition, besides the entry wall composed of scannable QR codes, they also leveraged the amplification of celebrity endorsement to generate great social buzz.
Lanvin SS2021 Show at Yu Garden Campaign Summary Lanvin did SS2021 Show in Shanghai at ancient city landmark Yu Garden. They livestreamed the whole show through Weibo livestreaming and shot a series of preheat videos featuring post 90s celebrities to target younger generations. Result • The livestreaming received 5.88M views • The hashtag for the livestreaming #跟着 LANVIN浪一浪# (Hang out with Lanvin) has received 4M discussions and 380M views.
Gucci “Ouverture Collection” Campaign Campaign Summary Gucci’s new collection “Boundless Ouverture” was presented with the same named Mini- series film on Gucci’s Weibo and RED official accounts for seven consecutive days from 11/17-11/23 along with new products being unveiled through the plot. Celebrities are invited to participate in the films to amplify the social buzz. Result • The Weibo hashtag #GucciFest# has received 199K discussions and 420M views.
Prada “Rubber Pencil Devil” Exhibition Campaign Summary Prada hosted an exhibition presenting Alex Da Corte’s video works “Rubber Pencil Devil” at Rongzhai, Shanghai. Tickets can be purchased through “Prada Rongzhai Art Exhibition” WeChat Mini-program. Related images and short videos were released in Prada Weibo and Douyin official accounts. An exclusive opening party was held on November 12th , inviting 1000+ celebrities and KOLs from fashion and culture industry . Result • The Weibo hashtag #Prada荣宅# (#Prada Rongzhai#) has received 453K discussions and 410M views.
Fendi “Roma Collection” Campaign Campaign Summary: Fendi promoted its latest “Roma Collection” with feature video released on Weibo and Douyin. They also hosted “Fendi Roma Party” during Double 11 featuring brand ambassador Timmy Xu, Zhao Wei, and a few top-tier celebrities and KOLs, the party was also livestreamed online. Result: • The Weibo hashtag #FendiRoma# has received 18.5M discussions and 880M views.
❏ Shanghai Fashion Week
SFW Oct 8. – Oct 20. Shanghai Fashion Week (short as “SFW”) is one of the most influential national stages for local Chinese brands and young Chinese designers to present themselves. SFW welcomes brands that are original, new, daring, niche, even avant-garde. Since the pandemic, more luxury brands start to participating in this year SFW, with a “SFW manner”. They are trying new ideas to connect with the local, delivers in younger tone and manner, and overall immerse themselves into the liveliness of SFW.
Premium Shopping Malls
Xintiandi Shanghai The Bund Financial Center Lane Crawford
Hold series of offline events Curated 4 showrooms of SFW Sponsored local designer Yueqi
including seminars and designers - pop up exhibition and Qi’s fashion show during Shanghai
workshops in accordance offline events collaborating with Fashion week, initiating promotion
with SFW theme such as local designers to curate art through Qi’s social channels to
sustainability. Utilized vivid exhibitions that resonates with drive traffic to Lane Crawford
color tones and lively visuals Chinese consumers online boutique.
to attract young audiencesGQ “Coming for you” Campaign GQ leveraged Integrated mechanisms to curate a “Coming For You” campaign, from series of video launching with celebrities, to offline party with KOLs, together brings a total social buzz of 47M views on Weibo.
❏ Curiosity Spotlight Cases
Bally Double 11 Campaign Campaign Summary Bally 11.11 campaign launched in late Oct, leveraging this key commercial moment of the year to drive traffic and sales, as well as brand awareness. They leveraged the amplification of Chinese celebrity Dong Youlin along with paid banners and gaming ads on Tmall, as well as 12-day livestreaming to accumulate traffic and generate social buzz. Result • 3 main social channels (Weibo/WeChat/Red) has received 2.3M impression & 24K engagements • 7 cooperated KOL generated 3.3M impression & 786K engagements
Local Production
Celebrity & Product Shooting
Celebrity
Creative Assets Owned Social Live Streaming KOL Collaboration
CollaborationCALZEDONIA Double 11 Campaign Campaign Summary CAPZEDONIA 11.11 campaign was launched via livestreaming on T-mall with the theme “LEG’S UP”. Leveraging the influence of the brand ambassador Yang Mi’s and Fashion KOL Han Huohuo to drive traffic, the campaign aims to boost sales and increase brand awareness with paid media support. Result • There are more than 14M impressions on social media platforms and 1M impressions on TMALL • The livestreaming has received 1.63M views and 1.51M engagement • Top 1 in trendy fashion livestreaming ranking on Tmall
CALZEDONIA Double 11 Campaign
Social Platform Exposure Tmall Platform ExposureE-commerce Solution- Palm Angels Mini-Program
Mini-Program Highlights
• Exclusive limited collection drop on WeChat only
• Rich content homepage display.
• Users could create their own style lists on mini program.
• Users can also easily access to brands’ official account via link
from Home Page.E-commerce Solution-
Balenciaga Neo Classic Bag Mini Program
Open Screen Video Homepage Category Page Product Page
Mini-Program Highlights
• Pop-up store for online products purchase.
• VIC Campaign Tool to provide exclusive channels for
VIC in mini program Early access for VIC customers.
• Cell phone number verification mechanism to identify
VIC when users try to enter the VIC campaign page.
VIC Early AccessE-commerce Solution- Balmain Mini Program
Homepage Product Category Page Product Set Page
Mini-Program Highlights
• Exclusive collaboration with brand.
• Rich content homepage display.
• Users can view more stories related to brands via Article Page.
Article Page My Mini-store❏ Farfetch Spotlight Cases
Farfetch X Armani Beauty 2020 Venice FW Campaign
Campaign Summary
Farfetch worked together with Armani Beauty to
promote 2020 Venice FW lipstick collection,
featuring celebrity Maizi, presenting serval “破圈
Look” (“Break the border” Look) inspired by 2020
FARFETCH APP FARFETCH APP HERO FARFETCH APP
Venice collection. Leveraging the opening ads SPLASH SCREEN BANNER LANDING PAGE
and hero banner of Farfetch App, as well as
Farfetch Weibo/Red/Douyin and Maizi’s Weibo to
amplify the exposure.
FARFETCH FARFETCH
FARFETCH RED DOUYIN MAIZI WEIBO
WEIBOFarfetch x Visa Pop-Up in Shanghai
Campaign Summary
Farfetch collaborated with Visa to curate the pop-up exhibition
“Open Doors to a World of Global Collection”
Mechanism
Drive offline traffic to Farfetch marketplace by offering
exclusive benefits to Visa owners.
Highlights
● Target accurately to Visa’s high-end customers to
reach new clients
● Co-branding with Visa to enlarge brand awareness
and target market
● Massive leverage on KOL to create social buzz, the
event hashtag attracted 40M+ impressions
● Directly drive conversion to salesFarfetch “Open Doors” Pop-up in Chengdu The Event A modern Farfetch pop-up setup in Chengdu, to kick off the series of “Open Doors” pop-up events nation-wide. The setup is fun, fashionable, and instantly became an attraction landmark in Chengdu. Highlights • To massive audiences & fashion lover - Huge experience hub at Taiguli with digital elements and edgy interactive installations • To private clients - Private dinner at Chengdu Diaoyutai Boutique Hotel for Farfetch private clients • Online Engagement – The hashtag #破圈行动成都站# (Open Doors event in Chengdu) has received 6.62M impressions and 1525 discussions on Weibo
Farfetch “Open Doors” Pop-up in Chengdu The Private Client Dinner As a part of the Open Doors pop-up in Chengdu, a PC dinner was hosted by Farfetch to build up a premium brand image of PC in Chengdu, also to create an intimate engagement between stylists and the VIP clients.
Farfetch “Open Doors” Pop-up in Beijing The Event As part of the “Open Doors” pop-up events nation-wide, a modern Farfetch pop-up setup in collaboration with Good on You was unveiled in the Opposite House Beijing, with the theme of sustainable fashion, and multiple sustainable products sold on Farfetch being displayed. Highlights • To a world of fashion shop consciously - Exhibition at the Opposite House with sustainable products and edgy setup • To fashion and media figures – Cocktail party at the Opposite House Beijing for Farfetch Beijing employees as well as fashion and media figures
Farfetch “Open Doors” Pop-up 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 while creating an intimate engagement between Farfetch employees and fashion and media figures.
Farfetch Community Gallery Objective: Offline to Online Campaign Mechanism: • Offline Exposure at Premium Location • Top Tier Influencers Endorsement and content creation • Media Coverage & Social Buzz • Affluent Customers Online & Offline • Sales Conversion via QR code
Farfetch X Bang & Olufsen Community Gallery
Objective:
Farfetch Community Gallery Campaign
Mechanism:
• Offline event management and coordination
• KOL cooperation and celebrity endorsement via Weibo, WeChat &
Red
• Social content creationFarfetch X Samsung Community Gallery Objective: Farfetch Community Gallery Campaign Mechanism: • Opening party with KOL fan club and offline event management • KOL cooperation and KOC seeding via Weibo, WeChat & Red • Social content creation
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