Givenchy provides a seamless social media experience that uses celebrities and KOL fashion influencers to amplify its brand message. The success of its autumn and winter fashion videos demonstrate the brand’s clear understanding of what their consumers find engaging. The brand even goes as far as creating gender-specific mobile apps to better target their key demographic, making efficient use of its online space.
Givenchy’s WeChat provides direction to offline stores and descriptions of new product lines
Givenchy uses its brand site, Weibo, WeChat, Youku, mobile apps, and KOLs to create and disseminate its digital brand image in China. We’ll show you in this report how Givenchy reaches Chinese netizens and enhances their customer journey via Chinese media channels.
What You’ll Learn
Brand Website: Discover how Givenchy uses its China website to promote its fashion show live streams. Find out how Givenchy encourages Chinese consumers to shop on its mobile apps as part of its digital commerce strategy.
Weibo: We’ll show you how the brand highlights memorable moments with world famous celebrities wearing Givenchy under the unique hashtag “Givenchy’s Classic Moments”. The brand also draws specific recognition to its Creative Director, Riccardo Tisci and explores his creative vision.
WeChat: Find out how Givenchy uses WeChat lures users to its offline stores by providing a directory of its boutique shops around the Greater China region. Givenchy uses its WeChat blogs to introduce its flagship stores around the world, from the Four Seasons in Macau to the store in Le Marais, Paris. It also provides a photo collage of its newest collections on its WeChat blog.
Mobile App: We will show you how Givenchy tailors its 2 gender-specific mobile apps–menswear app and womenswear app, to target their specific consumer group. ncrease mobile ecommerce sales.
Youku: Discover how Givenchy uses TVC videos to yield the highest views.
Key Opinion Leaders: Givenchy works with a number of influencer accounts to directly publish posts promoting the brand. Additionally, the brand uses celebrities to retweet campaign and fashion show content.
Hugo Boss uses their digital, social media ecosystem in China to promote their latest campaigns and educate Chinese consumers about their collections and sub-brands. Hugo Boss not only uses its China website for ecommerce sales, it also operates a Tmall flagship store for its BOSS Orange collection, which focuses on denim and casual wear. Its Tmall store provides a secondary platform for online shopping which can more easily participate in local shopping holidays such as Singles Day.
Hugo Boss connects China social media to brand ecommerce platform
Hugo Boss emphasizes product education and campaign promotion on its social channels. Its website has additional focus on fashion show live streams and ecommerce. In this report, you’ll discover how Hugo Boss optimizes their content to reach Chinese audiences across their major social networks- Weibo, WeChat, Youku, and its Tmall’s flagship store.
What You’ll Learn
Brand Website: Discover how Hugo Boss uses its China website to encourage online shopping and live stream fashion shows to keep Chinese netizens interested and update to date.
Weibo: We’ll show you how Hugo Boss uses its celebrity content to engage its social audiences while promoting its latest products.
WeChat: Find out how Hugo Boss uses its global campaign media to gauge user interest in the brand.
Tmall: We will walk you through the brand’s Tmall flagship store which offers with exclusive discounts on its BOSS Orange’s line.
Youku: Discover how Hugo Boss operates their main video platform to deliver campaigns and promote its new arrivals.
Key Opinion Leaders: Hugo Boss also co-works with a number of KOLs among different industries. You’ll find out which influencers had the greatest impact on user engagement and why.
Riding off the coattails of popular Hollywood movie “Straight Outta Compton”, Beats by Dr. Dre creates its “Straight Outta” Asia campaign to feature Asian A-list celebrities showing off their pride for where they came “straight outta.”
Beats By Dre works with China’s top digital influencers
Beats makes strategic use of celebrity ambassador KOLs, collecting video interviews as well as iconic images of them with their ‘Straight Outta’ logo. Beats disperses its campaign videos on popular video sites Tudou and LeTV as well as on its WeChat HTML5 multimedia page. The brand uses WeChat and Weibo platforms to lure users to its YOHOOD Straight Outta offline fashion event, creating hype with teaser posts and ticket giveaways.
What You’ll Learn
Weibo: We’ll show you how Beats uses A-list Asian and international celebrities to promote its campaign on Weibo. Find out how Beats makes strategic use of Weibo by having Asian super star Kris Wu post campaign material directly from his account.
WeChat: Investigate how Beats uses WeChat to tease its users about its upcoming offline fashion event, YOHOOD Straight Outta. We’ll also show you how the brand uses the newest mobile technologies to broadcast its campaign material on its WeChat HTML5 multimedia page.
Video: Discover how Beats uses LeTV and Youku video platforms to broadcast its campaign videos to a wide spread audience. Find out how the brand uses both mainstream and alternative video platforms to amplify their messages.
Offline Events: Beats collaborated with urban-chic retailer YOHO to create the YOHOOD Straight Outta offline event. Investigate how Beats successfully uses its O2O strategy to lure users to the event and surprise them with guest celebrity appearances.
Key Opinion Leaders: Find out how Beats appeals to a wide range of users by using a variety of KOLs and celebrities including both artists and athletes.
Michael Kors designs its digital, social ecosystem to amplify its brand messages and encourage Chinese consumers to purchase its products. The brand aligns its image with the jetsetting ideals of the Chinese nouveau riche. Michael Kors capitalizes on the growing trend of wealthy Chinese who are traveling and shopping abroad by providing mobile viewing catalogs on its mobile brand site and WeChat mini-blogs.
Michael Kors features its Jet Set campaign on Douban
Michael Kors combines its brand site, Weibo, WeChat, Youku, Douban, and KOLs to create an expansive social media ecosystem. We’ll show you in this report how Michael Kors uses its media channels to entice Chinese consumers and enhance their customer experience.
What You’ll Learn
Brand Website: Discover how Michael Kors uses its website as a brand media hub and product viewing catalog. Find out how Michael Kors encourages Chinese consumers to visit their stores by providing them store locator maps and product catalogs on their mobile devices.
Weibo: We’ll show you how Michael Kors uses Weibo to amplify its brand image to Chinese consumers. Find out how Michael Kors creates mini hashtag campaigns around its Jetset theme and shows its accessories alongside well-known celebrities.
WeChat: Investigate how Michael Kors uses WeChat as a mini-blog platform for its travel-focused, tech-savvy Chinese audiences. We’ll show you how the brand makes strategic use of WeChat’s multi-media functions.
Douban: Explore how Michael Kors uses its Douban platform as a media archive, storing and categorizing its previous campaign content and brand history.
Video: Discover how Michael Kors uses its Youku video platform to entice Chinese consumers with brand videos and campaign media. We’ll show you how
Key Opinion Leaders: Michael Kors works with a number of direct KOL influencers as well as the Weibo fan club pages of Chinese celebrities. Using influencer, retail, aggregator, media, and brand KOLS, Michael Kors amplifies its messages overs social media to its Chinese audiences. Find out which influencers had the greatest impact on user engagement and why.