Swarovski spent the Christmas holiday gunning for Chinese customers on WeChat.
The luxury brand launched a campaign on the China-based social and messaging app to drive engagement, brand awareness and purchases (both online and in stores) during the Christmas season, which is seeing more consumer traction in the region. Over the month of December, Swarovski teased an “Advent Calendar” box of products that included three full-priced items and 21 free gifts, selling for $458 dollars. It sold out in fewer than 10 days on the platform.
It’s not the first campaign Swarovski has tested on WeChat: For Mother’s Day in 2017, the brand held a similar promotion to drive sales with a gift guide that allowed for one-click purchases directly in the app. Both the Mother’s Day and Christmas campaigns were launched using WeChat’s interactive campaign feature H5, a suite of mini apps within the WeChat umbrella app that allows for more advanced functionality, including click-to-purchase and games. According to Luxury Society, the content arm of the luxury agency Digital Luxury Group, the mini apps can be “pinned” in a user’s WeChat account, in order to be bookmarked for the duration of a game or campaign, as well as shared with a friend.
As luxury brands advance their presences in China to reach an increasingly appealing customer base directly, WeChat has proven to be a tougher long-term strategic partner to crack. While Alibaba’s Tmall marketplace and JD.com have created luxury hubs for brands to sell directly to consumers, and have designated luxury consultants to help establish longer-lasting relationships, most luxury brands on WeChat have only tested the platform in the form of one-off promotions.
According to digital think tank L2’s Luxury China 2017 report, only 8 percent of the 89 luxury fashion, jewelry and accessories brands ranked by L2 had a presence on WeChat.
“Most of these forays into WeChat commerce have been one-off, limited-time sales, and it remains unclear whether the platform is scalable,” said Liz Flora, the editor of Asia Pacific research at L2. “Selling on WeChat is becoming more popular, but adoption is limited and luxury brands are still experimenting with it. [Most brands] just use it for limited-edition sales in order to drive store foot traffic.”
For luxury brands just beginning to test the waters of having a direct e-commerce presence in China, those small sales bursts driven by specific campaigns are what makes WeChat an appealing partner. Selling on Tmall or JD.com, or opening an individual online store, is a big undertaking and investment in a market that Western brands are still getting used to.
With its Christmas campaign, Swarovski tied in its local store network by promoting a QR code in stores that connected to the WeChat campaign, meant to drive both in-store purchases as well as more awareness to the platform. Followers of the campaign got other incentives, as well, including a chance to win free prizes after participating in seven different games in the app or sending the promotion to friends. According to Luxury Society, two-thirds of the followers Swarovski gained on WeChat were done so organically.
It’s a step toward Swarovski following the footsteps of brands like Cartier, which is one of the few luxury brands that has a dedicated WeChat boutique up and running. Most recently, digitally shy brand Céline launched a boutique on the platform, as well. For brands wanting to make an entrance in China, WeChat’s 900-million-person user base is one place to start.
Digiday+ Research: Instagram wins over Facebook for role in brands’ holiday marketing
Brands differ on how they use each marketing channel during the holidays -- even when it comes to sibling social media platforms Facebook and Instagram, Digiday+ Research found.
How — and why — Candy Crush is in the midst of a 10th anniversary brand refresh
In the years since Activision Blizzard acquired the Swedish game studio King in 2016, employees at the gaming giant have started to internally refer to their company as “ABK” — that is, Activision Blizzard King. But the corporation’s recent financial reports indicate that “KAB” might be a more accurate abbreviation.
Independent agency Goat invests in influencer strategy for clients as it expands in the U.S.
Everyone is after influencers to up their marketing game. But the secret to success, Goat contends, is in viewing influencers as performance media and using data to deliver clients guaranteed outcomes.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Marketers bring Web3 to the FIFA World Cup with augmented reality, NFTs and virtual worlds
The month-long tournament, which begins this weekend, will be the first World Cup since it took place in Russia in 2018 long before “Web3” entered the global lexicon. Now, official and non-official sponsors are hoping to harness the hype with a range of NFTs, virtual worlds, augmented reality tools and other trendy tech.
U-Haul diversifies its social strategy to tell people it’s more than moving trucks
In recent years, U-Haul's in-house agency has been working to "better leverage social media for brand loyalty."