Longines’ China digital, social media ecosystem is designed to amplify their key messages of elegance and luxury through their many events, sports sponsorships and collaborations with brand ambassadors and key opinion leaders. The high quality of the brand’s content helps attract a better targeted audience than its nearest competitors.
Longines posts a variety of content on their WeChat to build increasing interactions with their netizen followers
You’ll discover how the brand builds an innovative influencer campaign leading up to Basel World and how the campaign is supported and amplified through China’s major social networks: Weibo, WeChat and Youku.
What You’ll Learn
Brand Website: Discover how Longines integrates regional celebrities into its products to achieve greater relevance with its followers. The brand website also serves as a content hub from which content is localized and distributed to Weibo and WeChat.
Weibo: We’ll show you how Longines categorizes its content, which category is the most engaging, along with relevant samples. You’ll also see how Longines uses Weibo to support its messaging and campaigns happening locally or across other channels.
WeChat: Discover the differences between Longines Weibo and WeChat content, and how Longines WeChat content is able to achieve 300%+ engagement than similar content on Weibo. We’ll also show you Longines WeChat campaign promotion posts as well as its Basel World WeChat minisite.
Youku: Longines uses Youku to house all its campaign videos. We’ll show you which videos and how they were later used in an innovative campaign integrating top Chinese influencers to support a global event.
Key Opinion Leaders: Longines works with celebrities, fashion, influencers, watch influencers and other popular KOLs in complementary industries. We’ll show you which ones and what contribution they made to Longines overall engagement.
VISA China launched a travel-focused campaign which highlighted scenic spots and points of interests in a number of popular destination cities. This campaign successfully reached out to Chinese VISA cardholders by recommending scenic travel sites around the globe and offering free VISA bikes rentals equipped with GPS in designated campaign cities to assist them on their journey.
Visa “Experience” app lets netizens virtually travel to 3 different cities
Traveling Weibo and Wechat users were invited to engage with Visa China social media channels while visiting Melbourne, Sydney and Seoul—providing a holistic online and offline travel experience.
What You’ll Learn
This VISA Campaign Report reviews how the brand launched a Weibo App to align with both Weibo and WeChat users, drive a successful UGC campaign, create a unique hashtag which was viewed 33 million times, and support a campaign video that went viral with 12 million views.
Weibo: See how VISA created a interactive travel app on Weibo exploring over a hundred locations across Seoul, Melbourne and Sydney.
WeChat: Discover how VISA adapted travel content to their WeChat account to inspire users to try their Weibo app via WeChat’s interface.
Youku: See VISA’s viral video as well as the engagements that sprung before and after it, contributing to its viral success.
KOL: VISA worked with two top KOLs, sending them to Melbourne to create their campaign video. See how these KOLs were integrated into the campaign successfully and inspired engagement and user generated content from VISA’s audiences.
Since entering China in 1992, Cartier has embarked on a slow and steady expansion that culminated in the opening of their first standalone flagship store in Chengdu, and their 36th mainland retail outlet, in early 2015.
Cartier bridal app helps netizens to select wedding products
With 168 years of history, Cartier is well positioned to maintain a premium brand position in China with a cultural heritage intertwined with royalty and celebrity, and a tradition of craftsmanship that can be traced from iconic products to contemporary offerings.
In contrast to parallel global platforms, Cartier does not offer ecommerce through any brand or third-party channels in China. The brand focuses on connecting interested consumers to brand specialists via phone, email, and chat while also driving visits to brand boutiques. Weibo and WeChat are used to create awareness for new and classic product lines while frequent campaigns focus on brand-building through videos, custom campaign microsites and apps, as well as offline events and China celebrity ambassadors.
What You’ll Learn
The Cartier Digital Report will show you how one of the world’s most prominent luxury brands leverages social media to educate Chinese consumers on brand heritage and craftsmanship and create demand for accessible product offerings.
Brand Website: We’ll show you how Cartier has localized their global website experience for Chinese audiences who do not have access to brand ecommerce.
Brand Mobile Apps: You’ll learn how the brand has launched specialized apps to capture bridal consumers with mobile-optimized product experiences that promote O2O traffic.
Weibo: We’ll analyze how Cartier’s Weibo strategy supports new products and campaign initiatives through buzz-building and custom apps.
WeChat: You’ll see how Cartier’s WeChat service account supports broader initiatives while providing 1-to-1 service through live chat support.
Youku: Brand microfilms are a huge component of Cartier’s digital marketing strategy, and we’ll show you how Youku serves as a distribution hub.
Baidu Search: We’ll show you how Cartier is doing in terms of search interest on Baidu, and see what other terms users are looking for with the brand.
Key Opinion Leaders: We’ll analyze Cartier’s celebrity brand ambassadors as well as the fashion influencers that are promoting discussion online.