Industry Insights & Best Practices - MARCH 2019 EDITION - Curiosity China
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Industry Insights & Best Practices
MARCH 2019 EDITION
TABLE OF CONTENTS
‣ Best Practice
‣ Douyin Campaign
‣ WeChat Article Layout
‣ H5 Campaign
‣ Moments Ad Campaign
‣ WeChat Top 5
‣ Fashion - Luxury
‣ Fashion - Premium
‣ Jewelry
‣ Industry Insights
‣
2
Best Practice
Moncler
Douyin & Weibo video
Douyin & Weibo Campaign
Objective: Promote the launch of the ‘bubble sneakers’ series.
Mechanism: Engaged 3 professional dancers including Tian YiDe, A
Suan, and Han Yu to film a video campaign showing off their unique
style and wearing Moncler’s bubble sneakers.
These KOLs are renowned dancers, of whom, Tian YiDe and HanYu are
respectively champion and runner-up for Season 1 of “Street Dance of
China”.
3 teaser videos were released on consecutive days on 14.1, 15.1 and
16.1 leading up to the launch of the full version on 18.1
Results: The videos garnered a combined 66K shares, 13K comments
and 22K likes on Weibo, and 800 shares, 1.5K comments and 51K likes
on Douyin {Data as of 23.1.19]
1 2
Sergio Rossi Start of Scroll
article upwards to
Article Greeting
‘open’ red
packet and
view
greeting
A CNY greeting using a “red packet”
Objective: Celebrate the festive season and increase
engagement. while promoting the launch of the CNY-edition red
crystal-embellished heels.
Mechanism: Article begins with a “red packet” opening, where
you can scroll up to reveal what is in it. A gif shows a shoe box
unwrapping and the red heels within.
1 2 3
Ralph Lauren
H5 Campaign Start of H5 Shake
Scratch for
phone for
“surprise
red packets
message”
to fall
An interactive activity and CNY giveaway
4
Fill in details
Discover
to bind to
more CNY
Objective: Engagement and CRM WeChat
favorites
account
Mechanism:
- H5 landing page features 3 red packets hanging on a tree.
- Users can physically shake their phone for these red packets to fall
and reveal a “scratch-card”.
- Scratch to reveal a “Congratulations, you have received a surprise!
Fill in your details for a chance to win a Ralph Lauren gift pack”
- Two buttons below, “Fill in details” or “Discover more CNY favorites”
both link to a CRM page that users have to fill in to proceed.
1 2
Loewe
Moments Ad & H5 Campaign
Festive season CNY content-marketing
Objective: Leverage the CNY theme of “Reunion Dinner” to increase
engagement.
3 4
Mechanism: The moments ad features a glimpse of the craftsmanship. This
is 1 of a series of 3 posts, each on 1 ‘craftsman’ from various China cities
and occupational background sharing their story i.e. Paper-cutting, Batik,
Reunion dinner
Clicking on the link brings us to a H5 page, with brief descriptions of the
particular craftsmanship and accompanying high-quality and artistic photos
and videos.
WeChatTop 5
WeChat Top 5
Fashion Luxury Fashion Premium Jewelry
1 Dior 1 Coach 1 Swarovski
2 Louis Vuitton 2 Michael Kors 2 Tiffany & Co.
3 Chanel 3 Victoria Secret 3 Cartier
4 Givenchy 4 Tory Burch 4 Pandora
5 Gucci 5 Calvin Klein 5 Bulgari
1 2 3
Louis Vuitton
Short Products
Mini Program Announcement
Introduction Display
Promote the new LV Trainer series
Objective: Promote the series and drive sales on the mini program. 4 5 6
A lookbook Click to see Stores
Mechanism: A message announces the launch of the LV Trainer featuring the look location
series. the trainers and buy the
individual
pieces
Users are then directed to a mini program, where you will first read a
short introduction to the series. Sneakers are individually displayed
and an entire look is recommended to go with the trainers.
The mini program also features additional content including upcoming
events and stores locations.1
Gucci Start of article
Article
2
Gifs of Ni Ni
3
Promote Gucci’s eyewear series
4
Objective: Promote their recent square-framed eyewear series. An edgy
video
ft. Ni Ni
Mechanism:
Gucci engaged a Chinese celebrity-ambassador, Ni Ni, to gain users’
attention and showcase the new series.
The article featured very minimalistic, edgy photos/gifs/videos taken of
Ni Ni. Towards the end, users can click on links to be directed to
Gucci’s H5 store to view and purchase the glasses. The article is simple
yet tastefully done.1 2 3
Coach
Article & Mini Program Start of article
Click to enter Immediately
mini program purchase
Valentine’s Day series
4 5
Mini Program: Mini Program:
Objective: Promote Valentine’s Day series and drive immediate Products Order
sales. Display
Mechanism: The article has a sweet pink-colored background
featuring the Valentine’s Day selection. Users can click on a product
to purchase it within a few clicks on the mini program.1
Tiffany & Co. Start of article
Article Greeting
Greeting fills
“Click on box” the entire post
‘Giftbox’
Valentine’s Day Greeting
2
Objective: Celebrate festive season and promote the launch of new 3
Tiffany True series.
Link to products
Mechanism: Article is a simple and short featuring a large ‘giftbox’ in page
the middle where users can click to reveal a message from the brand.
Scrolling down, users can either click to enter Tiffany’s products page
to browse through the Tiffany True series and make purchases, or read
other posts relevant to Tiffany True series. Link to relevant
posts1
Cartier Start of article
Article & O2O Marketing
Instructions2on
how to book an
appointment to
visit the store
Promote new store opening in Taipei 3
Objective: Announce the new store opening and encourage users to 4
visit the store. Appointment page
Mechanism:
Following
The article announces that rom February 1st - 17th, the store will be instructions:
immersed in French-inspired decorations and a “Paris ambience”. Users Go to main
page, click on
are urged to visit and bask in this festive and romantic mood.
right-most tab
Users are then directed to a page where they fill in their details to
reserve an appointment online and benefit from an exclusive “in-store”
service.Industry Insights
Industry Insights
Backlash on Zara’s new campaign
Zara’s new campaign featuring a freckled
model sparks backlash in China.
Zara’s new campaign featuring model, Jing Wen, has been
dubbed "ugly" by some Chinese consumers who are arguing that
women in China "do not have freckles.”
Some netizens commented that the advertisement was an “insult
to China” and a “failure”, and accused Zara of imposing white
beauty standards on Chinese women.
Others defended Zara and Jing Wen. This begs an interrogation
on the Eastern and Western’s varying aesthetic ideals.Thank You
@CuriosityChina @CuriosityChina
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