How Global Luxury Brands Use WeChat to Boost Engagement
WeChat (微信) offers endless possibilities for browsing, shopping, and managing daily tasks, all within one app. With features like mini-programs, Moments (similar to a feed), and in-app payment options, it’s no wonder global brands are leveraging this platform for marketing.
Here are some key stats about WeChat:
- 1.08 billion monthly active users (Statista).
- 410 million daily video and audio calls (China Daily).
- Spending in retail and dining has increased 1.5 to 1.7 times (China Daily).
WeChat’s PPC advertising starts at a high cost (RMB 50,000 or USD 7,450), but its marketing tools, like mini-programs and Moments ads, make it a powerful platform for engagement.
Below are five creative WeChat campaigns by global brands. Learn from their strategies and tailor them for your audience. For expert guidance, our Chinese social media specialists are here to help manage your campaigns.
1. Dior’s Livestream Beauty Event
Dior’s Live Streaming Beauty Event in Chengdu
Dior attracted over 3 million viewers during its live streaming beauty event in Chengdu. The event utilized the “See Now, Buy Now” feature, allowing viewers to purchase products directly during the live stream.
The event was hosted by Dior’s creative director, Peter Philips, who provided beauty tutorials and makeup tips. Products like eye palettes, lipsticks, and foundations were showcased, creating a visually engaging and interactive experience.
Key Takeaway
Live streaming can support both online and offline activities by:
- Engaging customers in real-time.
- Educating viewers about your products or services.
- Driving direct purchases through features like “See Now, Buy Now.”
This approach is ideal for luxury brands and beauty retailers looking to build customer relationships and boost sales.
2. Swarovski’s Pig-Themed Campaign in Chinese New Year
Integration with JD.com
Swarovski collaborated with JD.com, the second-largest e-commerce platform, and integrated its online store within WeChat. This seamless integration allowed customers to browse and purchase directly through the app.
Pig-Themed Accessories for CNY
For their Chinese New Year (CNY) campaign, Swarovski showcased pig-themed jewelry and accessories, aligning with the festive theme. This collection was designed to attract female customers and encourage them to treat themselves with meaningful gifts.
Incentives and Engagement
To enhance engagement, Swarovski offered customers a chance to win a hongbao (red packet) as part of their campaign. This additional incentive added an element of excitement and tradition to the shopping experience
Direct Purchase via JD.com and WeChatPay
Customers scrolling down the campaign page were directed to a JD.com product page. Here, they could:
- View Swarovski’s product offerings.
- Read customer reviews.
- Make purchases directly using WeChatPay.
Key Takeaway
Swarovski effectively stayed relevant to the Chinese New Year theme, capitalizing on a time when consumers are in a celebratory and shopping-oriented mindset. This campaign highlights the importance of timing in seasonal marketing efforts.
3. Burberry’s 24-Hour Flash Sale
E-Commerce and Chinese Customers
Recognizing the importance of e-commerce in the lives of Chinese consumers, Burberry launched a 24-hour flash sale for its Spring/Summer 2019 runway collection.
Products Offered
The sale featured an exclusive range of items, including:
- Sleek and chic French coats.
- New monogram sneakers.
- Casual t-shirts.
- Limited edition products.
These items were available for purchase for just one day.
Successful Results
The campaign was highly successful, with nearly half of the products selling out before the 24-hour sale ended.
Previous Campaigns
This wasn’t Burberry’s first flash sale. The brand is known for its bespoke e-commerce experience on WeChat. A similar flash sale was launched for Chinese Valentine’s Day in 2018, showcasing the brand’s commitment to engaging Chinese consumers.
Key Takeaway
Take advantage of the Chinese consumers’ love for e-commerce. By offering limited edition products for a short time, Burberry created a sense of urgency, making the flash sale a powerful marketing tactic.
4. Coach Mother’s Day Campaign, #MyFirstCoach
If Burberry’s strategy focuses on content marketing and customer service, Coach plays it well in promotions and customer loyalty programs. It also launched a creative campaign to celebrate Mother’s Day where it went viral in 2015. With the hashtag #MyFirstCoach, customers were encouraged to upload photos of themselves and their mothers, to send the message across platforms: Moms are the first coaches, right? That’s not all. Coach went the extra mile and bought WeChat Moment ads for that campaign to promote #MyFirstCoach. Did you know one Moment ad cost about USD 30,380?
What to learn: Campaigns that evoke emotions are effective. Being creative and making sure timing is right unlocks engagement and virality. Plus, you also get what you pay for when you want to get serious on WeChat ads.
5. Louis Vuitton Interactive Services
As of this writing, market trends show that Louis Vuitton, Dior, and Gucci are playing it well in the luxury market goods as Prada slips the spot. The iconic luxury brand Louis Vuitton and exploring WeChat by being more virtual, interactive, and engaging, sustaining both the online and offline retailing and efforts. During the Shanghai exhibition, the WeChat campaign showed the “must-haves” in the virtual world and integrated audio tour and virtual maps. Leveraging on the shoppers’ keen use of the app, they also encouraged them to join their virtual game. Players can customize the Vuitton trunks.
What to learn: Interactive services can sustain online, and offline activities, especially for events and exhibitions like these, shoppers and even the curious ones get to see what’s going on at the venue even if they’re not present. Accessibility and engagement are critical for these types of campaigns, just as how Dior’s live stream event mentioned above.
What’s your action?
From interactive services to e-commerce 24-hr flash sales and creative, emotional campaigns, luxury brands primarily in the retailing sector can learn much from these strategies. Knowing the culture and the market, the technology, and principles that influence customers can help you not just engage and gain exposure in the internet space.
It leads to sales, brand loyalty, and most of all, long-term success if done right and always in the perfect time and season.
Will you be the next luxury brand to explore WeChat campaigns or other social media marketing strategies? Let us know, and we’ll be happy to assist you from conceptualizing to actions and results.
