The Social Edition is our weekly collection which deep dives into luxury initiatives in China’s social media landscape. Every 7 days, we highlight manufacturer strategies dispersed on Chinese electronic platforms — WeChat, Weibo, Tmall, Douyin, and past.
Our coverage spotlights worldwide luxurious models, world wide magnificence makes, and regional Chinese brands. The latter presents perception into some of China’s most profitable strategies, which often come from local gamers, and are outside of the attractiveness and vogue room.
In this week’s roundup, we look at three campaigns, like Miu Miu’s “Mountain Club” occasion in Shanghai, Louis Vuitton’s China-unique social initiatives in celebration of its founder’s 200th birthday, and Diptyque’s retrospective exhibition in Shanghai.
Miu Miu Unveils Its “Mountain Club” Popup in China
BRAND Miu Miu
PLATFORMS Weibo, WeChat, Minor Pink E book
MEDIUM Image, Brief-video, Offline Pop-up
Featured TALENTS Lexie Liu (8.1M Weibo Followers) | Zhang Yuqi (13.3M) | Zhou Yutong (13M) | Qian Xin (12.8M) | Qiu Tian (2.7M) | Xiaowen Ju (3.2M) | Estelle Chen (736K) | Cici Xiang (2.5M)
On September 6, Miu Miu hosted the Miu Miu Mountain Club social gathering at No. 1 Waitanyuan in Shanghai to rejoice the formal start of the Miu Miu Slide/Winter season 2021 collection. The property recreated Cortina d’Ampezzo in the Dolomites Alps, the location of its Tumble/Wintertime 2021 display, by meticulously decorating the setting up from the inside out. Meanwhile, a pop-up retail outlet landed at Shenzhen MixC on September 4, and another a single is unveiled at Shanghai IFC from September 9 to 19.
The campaign launch has strike China’s social platforms, thanks to intensive endorsements from celebrities and vogue KOLs. In distinct, the campaign hashtag #MiuMiuMountainClub has recorded above 27 million sights on Weibo. Netizens confirmed powerful fascination in the girlish wintertime seems from the selection, with lots of declaring they “cannot hold out to equipment up for the forthcoming snow year.”
On the heels of its sister manufacturer Prada’s foray into the snow sporting activities arena, Miu Miu kicks off the campaign with offline and on the web routines that have interaction sports activities aficionados and some others. Much more importantly, the household is solidifying its luster by underlining a Miu Miu community. From Chinese products Xiaowen Ju and Cici Xiang to Qiu Tian, these faces make it possible for the brand name to consolidate its special model DNA in China and retain its faithful prospects.
Louis Vuitton Teams With Chinese Stars to Celebrate 200th 12 months
BRAND Louis Vuitton
PLATFORMS Weibo, WeChat, Tiny Crimson E book
MEDIUM Small-video clip
Featured TALENTS Liu Yifei (68M Weibo Followers) | Justin Huang (24.7M) | Ouyang Nana (20M) | AnnyFan (5.8M) | Dilraba (76.5M) | Xu Jiaqi (12.5M) | Gong Jun (18.5M) | Austin Li (20.3M) and much more talents will be introduced
2021 marks the 200th birthday of Louis Vuitton’s founder. And to celebrate this meaningful year, the house has been launching a special initiative in collaboration with Chinese artistic abilities on social platforms, which include Weibo, Douyin, and WeChat. In the marketing campaign, the showcased faces — ranging from model ambassadors, artists, and media veterans to style KOLs — convey to the founder’s journey and the home legacy through a collection of quick video clips.
So considerably, the films that have been given the optimum viewership star brand ambassador Gong Jun, Chinese singer Xu Jiaqi, and Justin Huang. Due to the fact the start of the anniversary celebration campaign, the hashtag #Louis200 has garnered 77.7 million views. With the ongoing brief-video clip collection, the social visitors of the marketing campaign is envisioned to get to a new high after the release of the brand’s mobile match “Louis: The Activity.”
Storytelling has constantly been the foundation of luxurious manufacturer communications with consumers. As a person of the most founded legacy residences, Louis Vuitton is a veteran of contextualizing the manufacturer heritage into today’s socio-cultural environments. By partnering with abilities from a variety of inventive industries, the home underlines its relevance to the up to date cultural scene while engaging broader audiences, so they master more about the brand’s record across two centuries.
Diptyque Celebrates Its 60th Anniversary As a result of the Lens of Artwork
CATEGORY Luxury Fragrance
PLATFORMS Weibo, WeChat, Minor Red E book
MEDIUM Pop-up Exhibition
On September 9, the French luxurious fragrance maison Diptyque opened a pop-up retrospective exhibition “Le Grand Tour” at Fuxing Art Heart, Shanghai, in celebration of the 60th anniversary of the house. The model invited 5 renowned artists, namely Joël Andrianomearisoa, Johan Creten, Zoë Paul, Hiroshi Sugimoto and Rabih Kayrouz, to go over artwork and fragrance. The exhibition will be open to the public from September 11 to October 7, presenting an interactive journey featuring visible and olfactory encounters. A particular selection, such as 5 destination-impressed perfumed creations, was introduced on Tmall on August 26.
The campaign hashtag #Diptyque60thAnniversary has racked up nearly 14 million views as of the opening of the exhibition. Many thanks to the testimonials of the limited-version “Le Grand Tour” assortment posted by fragrance KOLs on Weibo and Minimal Pink Guide, several fragrance lovers have shown higher expectation for the campaign, which also produced interest for the offline pop-up exhibition.
China’s fragrance market is undergoing a speedy shift in direction of niche brand names, as spelled out in Jing Daily’s latest report How Niche Fragrances Are Profitable Over Youthful Chinese People. This surging desire hints at a huge market place prospect for lesser-regarded gamers in the sector, which, to day, depend on product reviews on social platforms to enjoy a essential job in a fragrance consumers’ journey. Nevertheless, higher-close fragrance manufacturers are not only about how they smell, but additional generally act as a symbol of one’s life style.