5 luxury brand campaigns in China during the 520 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 China…
During this event, Chinese e-commerce giants create events to promote shopping. The 20/5 for example, it is the day of lovers when Chinese men buy gifts for their lovers. In China, traditionally, men give gifts.
The day of this mini Chinese Valentine’s Day is the only opportunity to target Generation Z, born with the digital age. Due to the effects of COVID-19, there are fewer exclusive offers online for logistics and transportation reasons. However, beauty brands like Tom Ford Beauty have created group buying programs for Shanghai.
In this article, we introduce you to 5 luxury brands that celebrated this year’s Day of Love in an innovative way, by offering interactive video games or love themes.
Balenciaga, Gamification
Balenciaga launched a marketing campaign including 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” stood out. It featured pixel art and a realistic soundscape. To this was added the distribution of 520 profile photos. Read more info.
The mini-games in the room 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 strengthen its digital presence.
Louis Vuitton, stars and influencers
Louis Vuitton introduced its LV Volt jewelry line, using the house’s iconic logo. The new launches of the 2022 collection highlight its gender-fluid designs, which encourage confidence and individuality.
Two young talents starred in the marketing campaign—actress Wu Xuanyi and Gen Z singer Justin Huang—to showcase the collection’s rings, bracelets and necklaces. The campaign hashtag reached 1120 million people thanks to these stars (who have a cumulative audience of 50 million people). An immersive WeChat Moments ad was also launched by the house. This allows users to explore the campaign video and collection in a more engaging way. Digital is the main means of communication in China, we keep repeating it, but brands mainly use this sales and promotion channel. Read more about luxury brands in China.
Prada, storytelling
Prada has launched a digital campaign focused on the enchanting power of love, and the beauty it can reveal. The company then presented a unique and artistic fantasy through the campaign videos and photos.
It also launched a selection of products featuring a vibrant and dynamic color palette – including yellow, emerald and vermilion – contrasting with soft grays, graphic black and white. The campaign, which featured Alexander Poole and Lina Zhang from China, was well received. It is, however, different from the previous 520 campaign, as it relies more on storytelling, supported by visual communication. Read more info.
Tiffany, the star of the Beijing Olympics
Tiffany introduced a limited-edition Tiffany Hardwear necklace featuring rubies to mark this year’s 520th Valentine’s Day. “Blue is The Color of Love” featured the global brand ambassador for the luxury jeweler, Eileen Gu, freestyle skier and Olympic model.
Gu’s support for this campaign has boosted his social engagement: the campaign hashtag #ElieenGuTiffanytheColorofLove and #ElieenGuColorson on Weibo has amassed a total of 230 million viewers at the time of publication – a considerable number for an advertisement. Gu opens Tiffany’s blue signature box in the campaign video. It has been viewed 99 million times with comments such as “mysterious”, “upscale” or “beautiful”.
The collaboration between Eilen Gu and Tiffany has been a blessing since Gu, a young skier, won her first gold medal in February. Tiffany saw her organic traffic increase dramatically overnight thanks to her social media sensation. A brilliant Chinese-American who comes to win a gold medal in China has created a real sensation in China.
Although other 520-exclusive products have been launched by the company over the past year, the success of this campaign will only increase consumer interest and exposure.
Valentino, a “product” communication
Valentino Garavani presented the Valentino Garavani Mini Loco handbag campaign. She featured a hidden feature of the “v” in “love” in the iconic logo of her eponymous accessory. The campaign centered on the idea that love is a unique declaration between two individuals.
The campaign’s celebrity partnerships have also received a positive reception from netizens. The video features brand ambassador Lay Zhang and singer Jessica Jung. They interpret the message of love for this special occasion. The #LayZhangJessicaJung video received 100 million views on Weibo in one day. Weibo is a kind of Twitter, and the number one app for following stars. This hashtag made it into the top 3 most popular topics on May 10 on Weibo. A strategic date, because it corresponds to purchasing decisions on Tmall, and other e-commerce sites in China.
If you want to get started in China, digital and e-commerce are essential to market luxury brands. I invite you to read an old column on luxury brands in China.