▷ Analysis of 5 Marketing Campaigns for Luxury Brands in China

5 campaigns for luxury brands in China during 520 It will be deciphered in this article. 520? It’s “I love you” day in China, with a similar pronunciation between the number and “I love you” in Chinese…

During this event, Chinese e-commerce giants create events to promote shopping. 20/5 For example, it’s lovers’ day when Chinese men buy gifts for their lovers. In China, men traditionally give gifts.

Mini Chinese Valentine’s Day is the only chance to target Generation Z, born in the digital age. Due to the effects of COVID-19, there are fewer online exclusives for logistics and transportation reasons. However, beauty brands such as Tom Ford Beauty have established group buying programs for Shanghai.

In this article, we bring you 5 luxury brands that celebrated Valentine’s Day this year in an innovative way, by introducing interactive video games or love themes.

Balenciaga, gamification

Balenciaga has launched a marketing campaign that includes limited editions and social initiatives. All of these items were available on the company’s official website as well as its offline stores. The company’s “5:20 Arcade” popped up. Features pixel art and realistic soundscape. In addition, 520 profile pictures were distributed. Read more information.

The room mini-games resonated strongly with Chinese millennials who grew up playing arcade games like Super Mario and Galaxian. Many WeChat users have used profile pictures. These assets were a way for the house to establish its virtual identity and enhance its digital presence.

Louis Vuitton, stars and influencers

Louis Vuitton introduced the LV Volt jewelry line, using the house’s iconic logo. The new editions of the 2022 collection highlight its gender-flexible designs, which encourage confidence and individuality.

Two young talents starred in the marketing campaign – actresses Wu Xuanyi and Justin Huang of Generation Z – to showcase the collection’s rings, bracelets and necklaces. The campaign hashtag reached 1,120 million thanks to these stars (whose audience reached 50 million). The house also launched an immersive WeChat Moments ad. This allows users to explore the campaign and group video in a more engaging way. Digital is the main means of communication in China, and we keep repeating it, but brands mainly use this sales and promotion channel. Read more about luxury brands in China.

Prada, telling stories

Prada has launched a digital campaign focusing on the magical power of love and the beauty it can reveal. The company then presented a unique artistic imagination through videos and photos of the campaign.

It also launched a selection of products that feature a vibrant and dynamic color palette – including yellow, emerald and crimson – contrasted with soft grey, white and black. The campaign, which featured Alexander Paul and Lina Zhang from China, was well received. However, it differs from the previous 520 campaign, as it relies more on storytelling, supported by visual communication. Read more information.

Tiffany, the star of the Beijing Olympics

Tiffany has introduced a limited edition Tiffany Hardwear sapphire necklace to celebrate this year’s 520th Valentine’s Day. Show “Blue is The Color of Love” global brand ambassador for luxury jeweler, Elaine Jo, freestyle skater and Olympic model.

Gu’s support for this campaign has boosted his social engagement: the hashtags #ElieenGuTiffanytheColorofLove and #ElieenGuColorson on Weibo have amassed a total of 230 million viewers at the time of publication – a significant amount to advertise. Gu opens Tiffany’s blue signature chest in the campaign video. It has been viewed 99 million times with comments like “mysterious”, “classy” or “beautiful”.

The cooperation between Eilen Gu and Tiffany has been a blessing since Gu, a young skater, won her first gold medal in February. Tiffany saw organic traffic increase dramatically overnight thanks to her social media sensation. Creating a brilliant Chinese American coming to win a gold medal in China is a real sensation in China.

Although the company has launched other exclusive products for 520 products over the past year, the success of this campaign will only increase consumer interest and exposure.

Valentino, “product” means of communication

Valentino Garavani presented the Valentino Garavani Mini Loco handbag. She has highlighted a hidden feature of the letter “v” in “Love” in the iconic logo of her eponymous supplement. The campaign focused on the idea that love is a unique declaration between two people.

Celebrity partnerships in the campaign were also positively received by netizens. The video features brand ambassador Lay Zhang and singer Jessica Jung. They interpret the message of love for this special occasion. #LayZhangJessicaJung’s video got 100 million views on Weibo in one day. Weibo is a kind of Twitter, and it’s the number one app for the following stars. This hashtag reached the top 3 trending topics on May 10 on Weibo. A strategic history, as it aligns with buying decisions on Tmall and other e-commerce sites in China.

If you want to start in China, digital and e-commerce is essential to marketing luxury brands. I invite you to read an old column about luxury brands in China.

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