Model and TV celebrity Liu Wen has become a favorite with Chinese consumers. As a result, an increasing number of brands are using her as an ambassador for their brands in China.
In our 50th China Social Branding Report, we look at how three brands have successfully featured Liu Wen in their digital activations – Tory Burch, Estée Lauder and Vidal Sassoon. In this special report, we look at how these brands have thought strategically about how to leverage Liu Wen’s star appeal in a strategic way that engages the special relationship she has with her fans.
What you’ll learn:
How to use celebrities in a strategic way that fits brand objectives.
How to tell engaging stories through celebrity collaboration.
How to use celebrities to make your brand more accessible to consumers.
How to create more personally engaging content on WeChat and H5.
How to engage the unique relationship Chinese consumers have with celebrities through digital.
How to create engagement through brand emojis.
How create coherent celebrity campaigns through local digital platforms.
Land Rover launched the Discovery Sport in China hoping to make gains in an auto-market where consumers are increasingly purchasing cars to explore new experiences. Part of the brand’s challenge was to create awareness around the new vehicle launch and highlight the unique design elements aimed at more adventurous local car enthusiasts.
In this campaign report we reveal how Land Rover seeded and built a launch campaign using key digital channels in China. We examine the different phases of the digital activation, and how it incrementally built relevance and purchase intent.
What you’ll learn:
How to seed product information on digital over a long-term launch campaign.
How to showcase product performance through digital communication.
How to strategically engage different celebrity talent to build your local brand story.
How to promote and engage consumers to participate in trial experiences through digital platforms.
How to create familiarity with product offers through a connection to emerging cultural trends.
How to create localization of a product story in China.
How to integrate diverse digital content into a coherent brand and purchase journey.