Ranked as the second-most searched luxury brand by Baidu for 2014, Louis Vuitton has maintained its premier position in the eyes of Chinese consumers since opening its first mainland store in 1992.
Louis Vuitton WeChat features campaigns, products fashion shows and brand news
But the brand is facing a shifting landscape as logo fatigue has seen Louis Vuitton fall behind Prada in desirability among first-tier luxury consumers while only 12.9% of high-income overseas shoppers purchased LV brand products versus 24.3% in 2014 according to a recent survey.
In contrast to Europe and North America, Louis Vuitton does not offer ecommerce through official brand platforms in China. Online consumer interest is funnelled to retail stores or customer service channels via phone, email, and on-site live chat where consumers can inquire about product availability, ask for fashion advice, or arrange for personalization services. To this degree, the brand’s China platforms serve more for product discovery and brand education while Weibo, Youku, and WeChat support campaign initiatives and seasonal fashion shows with integrated KOL amplification.
What You’ll Learn
The Louis Vuitton Digital Report will give you an inside look at how one of the world’s leading luxury brands has leveraged Weibo, WeChat, and Youku to educate consumers on brand heritage and create buzz for new collections and campaigns.
Brand Website: You’ll learn how Louis Vuitton has adapted their global brand website for China audiences with an emphasis on product browsing and customer service.
Brand Mobile App: We’ll explore Louis Vuitton’s unique PASS app and how it integrates with print ads to expand campaign interactions.
Weibo: We’ll look at the brand’s Weibo account and how a reserved, high-quality content approach has led to high fan engagement.
WeChat: You’ll see how Louis Vuitton uses WeChat to support new collections and China campaigns while providing a 1-to-1 customer touchpoint.
Youku: We’ll show you what types of videos the brand posts on their premium Youku channel and how netizens are responding.
Baidu: You’ll learn how Louis Vuitton has developed their Baidu Brand Zone to capture search interest and how China users are searching for the brand.
Key Opinion Leaders: You’ll learn how Louis Vuitton works with some of the biggest stars in China to amplify campaign buzz while also collaborating with influencers and fashion media to promote new collections.
Consistently ranked as one of the leading beauty brands in China for digital marketing and social media, Lancôme has developed a mature and specialized brand ecosystem. Brand channels are discreetly used for product education and cultivating customer word of mouth, but are integrated effectively to achieve campaign objectives.
Lancôme’s Rose Beauty social community provides a central hub for campaign activities.
Content engages by integrating trending topics while consistently exposing followers to product information, while diverse campaigns keep followers aware of new products and upcoming sales promotions.
Like most beauty brands in China, Lancôme places an emphasis on seasonal sales promotions to build affinity with consumers and to create product bundles that promote featured product lines.
Lancôme uses popular portals and BBS to extend campaign reach.
Women’s Day in China provides an ideal opportunity to combine an inspirational message through celebrity ambassadors on social media with regional activities that drive consumers to engage with the brand and try new products.
What You’ll Learn
The will Lancôme Campaign Report break down Lancôme’s seasonal campaign in support of Women’s Day in China. Learn how the beauty brand partners with celebrities and beauty influencers on Weibo and beauty portals to create an empowering message for the holiday and drive traffic to ecommerce and retail purchasing channels.
Brand Community: You’ll learn how the brand marshalled their community of brand evangelists on Rose Beauty to support regional campaign events.
Weibo: We’ll show you how Lancôme inspired their followers to share their message for Women’s Day on Weibo.
WeChat: In addition to supporting the campaign, Lancôme leveraged WeChat’s store locator to boost offline participation.
BBS Platforms: We’ll show you how Lancôme partnered with regional and shopping-related BBS websites to create buzz and content from campaign events.
Key Opinion Leaders: See how Lancôme partnered with 11 inspirational celebrities to spark a conversation on China social media.
As one of the leading five-star hotels in the world, Shangri-La has enjoyed success expanding their Asia-centric brand across Europe, the Middle East, and North America.
Shangri-La mobile app allows customers to manage their loyalty points
But with more than 50% of hotel properties in China, Shangri-La is focusing its efforts on harnessing business travel growth inside the mainland while also becoming the brand of choice for outbound tourists through consistent service, luxury hospitality, and attractive loyalty rewards.
Shangri-La uses Weibo as its primary brand-building platform on China social media, educating netizens on their heritage in the region as well as promoting CSR initiatives to build affinity with individual travellers and corporate customers alike. The brand places a strategic emphasis on promoting each mainland property as a unique destination experience – showcasing regional cuisine, culture, and attractions while integrating exclusive offers and promotions that drive booking on the brand website and through a flagship store on Alibaba’s Alitrip travel marketplace. Shangri-La’s mobile strategy revolves around a dedicated brand app that provides mobile-optimized reservations as well as loyalty rewards management, while WeChat is used to create unique mobile engagements for regional brand campaigns.
What You’ll Learn
The Shangri-La Digital Report provides an in-depth analysis of how one of Asia’s premier hospitality brands wins on China social media by balancing brand building with promotion of regional properties on Weibo and WeChat – inspiring trip planning and hotel booking through Shangri-La’s ecommerce channels and online travel agencies (OTA’s).
Brand Website: We’ll show you how Shangri-La has created a unified website experience that educates Chinese netizens on hotel brands, regional properties, and global travel destinations – while also enabling online bookings and loyalty rewards management.
Brand Mobile App: You’ll learn how Shangri-La’s brand app fits into their digital ecosystem, providing a dedicated channel for mobile commerce and CRM.
Weibo: We’ll show you how Shangri-La has built a network of microblog accounts, leveraging the brand Weibo for awareness and education while sending followers to regional property accounts for trip planning and sales promotions.
WeChat: You’ll learn how WeChat supports brand messaging on China social media and how Shangri-La leverages mobile to support regional campaign activities.
Youku: We’ll take a look at how video supports Shangri-La’s digital initiatives and what categories of content are attracting the largest China audiences.
Alitrip: Learn how Shangri-La has opened a flagship store on Alibaba’s new Alitrip online travel marketplace – targeting China audiences with unique offerings that compliment existing brand ecommerce channels.
Key Opinion Leaders: This report includes a complete KOL list and analysis – revealing how Shangri-La works with bloggers and influencers to create inspirational travel content, while partnering with media and aggregator accounts to amplify brand messages across large target audiences.