Industry Insights & Best Practices - January 2019 Edition 2017 Curiosity China
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Industry Insights & Best Practices
January 2019 Edition
© 2017 Curiosity China
TABLE OF CONTENTS
‣ Best Practice
‣ Moncler: CNY Article & Giveaway
‣ Sergio Rossi: H5 Campaign
‣ WeChat Top 5
‣ Fashion - Luxury
‣ Dior
‣ Gucci
‣ Fashion - Premium
‣ Calvin Klein
‣ Jewelry
‣ Cartier
‣ Pandora
‣ Industry Insights
2
Best Practice
1
Moncler Start of
CNY Article & Giveaway article
2
CNY
Chinese New Year Exclusive Lucky Draw series
Keep
swiping
for more
products
Context: Launch of the new limited edition Chinese New Year series.
Objective: By encouraging comments, the campaign aims to engage
readers, create buzz around the CNY series, and at the same time
understand customer sentiment.
3
Mechanism: The post itself integrates creative imagery to highlight Activity
the key pieces from the capsule. At the bottom of the article, a call to details
action incites followers to leave a comment for a chance to win an
item from the collection.
Results: Garnered over 79,000 page views, 257 likes and 2,573
comments [as of 22.1.19]
Sergio Rossi 1 2 3
Holiday Season H5 Campaign
Start of H5
Question
Select
your
answer
from the
dropdown
Holiday Season Interactive Quiz
Brief
introduction
Context: To introduce the collection to the Chinese market, Sergio Overall reading
Rossi leveraged WeChat to launch a playful and highly shareable H5 for 2019 is
revealed
campaign with a whimsical new brand ambassador.
Objective: User engagement and promotion of holiday collection.
Click to
Mechanism: H5 quiz with interactive features share
Draw a card
Step1 [Question]: What kind of fictional character are you like in the for an answer
past year (2018)? to a question
in your head
Step 2 [Question]: What do you want to know in 2019?
Step 3 [Draw a card]: Think of a question, and pick a card based on
your intuition.
Answer is revealed and readers who comment and share their
reading stand a chance to win a prize.
Sergio Rossi
Holiday Season H5 Campaign
“
Great adaptation of global
content into local platform
with a fun twist.Pleased to
see an increase in
engagement rate and positive
comments.It helped the
brand connect with its
audience.
”
- Kitty, Senior Communications Manager of Sergio Rossi, Asia Pacific
WeChatTop 5
WeChat Top 5
DIOR
Article featuring renowned celebrities Various renowned
celebrities featured
Dior limited-edition CNY collection
endorsed by renowned Chinese celebrities
Objective: Promote the CNY collection via celebrities’ endorsement.
Mechanism: The article opens with an announcement of the launch
of Dior’s CNY collection and the various celebrities who will be
showcasing the products in the article.
Scrolling down, numerous renowned Chinese celebrities (i.e. Li Bing
Bing, Angelababy, Yang Cai Yu, Jing Tian, Wang Li Kun and Li Qin）
are featured, each donning 1 to 2 pieces from the collection.
Article ends by urging readers to click on ‘Read More’ to find out
more about the collection.
1
Gucci
CNY Mini Program Mini
program
page
2
Feature:
Interactive ‘pig-themed’ mini program Add
stickers to
your photo
Context: Promote Chinese new year’s (year of the) ’pig-themed’
series.
Objective: Engage readers with cute pig-themed stickers and
wallpapers. Also, showcase the series’ products as they browse
through, so as to encourage purchases.
Mechanism: Branded Mini program with e-commerce and 3
interactive features Feature:
Download
free
• First part leads to Gucci’s WeChat online store.
wallpapers
• Second part leads to playful stickers which you can pin on the
photos you take or upload.
• Third part leads to free downloadable wallpapers.
• Fourth part leads to a page for purchasing greeting cards.1
Calvin Klein
CNY H5 Game Start of
article
‘Collect-the
gold-coins’
Game
2
CNY “piggy bank” game Click to
enter game
Context: Celebrate Chinese new year, the year of the pig, by playing
an interactive game.
Objective: Drive traffic to official WeChat page and increase followers
Mechanism: The article starts with a brief introduction to the new year
and Calvin Klein’s interactive game. Clicking on the link leads to a H5
page. 3
QR code
Game: In 30 seconds, toggle the ’gold pig’ sideways to collect as linking to the
many gold coins dropping from the top of the screen. Avoid the black Official
WeChat page,
jewels as they reduce the time limit.
encouraging
users to follow.
Scrolling down the article, readers are encouraged to follow Calvin
Klein’s official WeChat page and participate in their CNY games to win
prizes. Following allows readers to get updates, collect points and
enjoy member discounts.1 2 3
Cartier
Start of Other new
Moments Ad for new bag series Moments Ad
Article products
display
Moments Ad & H5 Campaign for Guirlande de Cartier bag series
“Purchase
immediately”
Context: Launch of Guirlande de Cartier bag series.
“Purchase
immediately”
Objective: Promote the new bag series. Increase sales by urging
customers to purchase with ‘one click’ within the H5 page.
4
Mechanism: The moments ad features a glimpse of the bag, with a
caption that writes “Encountering a surprise ‘red box’. GUIRLANDE DE
CARTIER mini bag - to start your new year with good luck”
Scroll down
Clicking on the link brings us to a H5 page - with brief descriptions of the for more
bag series and accompanying pictures of the red Guirlande de Cartier
mini bag - the most iconic color within the series. There is also a 13-secs
long promotional video.
Towards the end, various new products (i.e. bracelets, necklaces,
watches) are also showcased.
With one click, readers can enter Cartier’s online store and make
purchases immediately.Pandora
Story-telling article
1
Start of
article
Story-telling article
Context: An article telling the story of a girl who is figuring out her Swipe left (or right) to
get an alternative and
path in life. A campaign targeting and attempting to relate to girls who “positive” life decision
are unsure of who or what they want to be. 2
A life question
Objective: Promote their new valentine’s series, “Be Yourself” the
protagonist
Mechanism: The article starts by giving the context of a young girl, struggles with
who, growing up, faces several difficult life decisions.
Scrolling down, readers will be presented with several life questions
the protagonist has and struggles with. For example. “To follow the
norm and get the kind of job that everyone does?” Swiping right or left
gives us an alternative and more positive answer: “Be different and
chase after your passions”Industry Insights
Industry Insights Burberry Chinese New Year Campaign • On the 3rd of January, Burberry launched a global photography campaign on social media to celebrate Chinese Lunar New Year. • Brand ambassadors, Vicky Zhao (赵薇) and Dongyu Zhou(周冬 ⾬雨) were featured in the campaign along with other Chinese models. • However, this brand’s family portrait stirred controversy online as some critics felt that the portrait looks unhappy, which showed lack of understanding of Chinese New Year Culture. WeChat Time Capsule Function: WeChat Story • From 2019 onwards, WeChat upgraded to its latest version and launched a new function called “Time Capsule”, which is similar Instagram Story. • Users can post instant videos available for a 24-hour period on WeChat to share their stories with friends. • New story feature is viewed as latest attempt for WeChat to capture Chinese users’ attention on social media. • At the time of this report, brands had bot yet exploited the new feature
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