Nike uses WeChat to share campaign ambassador stories with netizens on mobile
As perhaps the world’s most important sportswear market, Nike has been committed to growing their women’s business in China – as evidenced by the opening of only the second dedicated women’s retail concept store in Shanghai in late 2014.
Nike’s Better For It women’s campaign is part of an ongoing global initiative to empower everyday fitness through online communities, professional athlete expertise, and connected services. The China launch built upon global creative with locally produced content that integrated mainland celebrities and influencers to create fitness narratives that resonated with Chinese consumers. The brand then leveraged WeChat to drive downloads of brand apps to promote community fitness and social sharing.
What You’ll Learn
The Nike Better For It Campaign Report will show you how one of the world’s top brands localized a global campaign message through China KOL partnerships to empower social fitness and sharing on WeChat and brand mobile apps.
Campaign Microsite: We’ll show you how Nike drove users to WeChat to experience the Better For It campaign and created a mobile fitness challenge to increase participation.
Mobile Brand Apps: You’ll see how Nike integrated China social media platforms Weibo and WeChat to drive app downloads and add a social layer to personal fitness.
WeChat: You’ll learn how Nike supported the campaign phases through the Nike Women official account and navigation menu.
WeChat Campaign Minisite: We’ll analyze each of Nike’s mobile-optimized H5 minisites that supported campaign education and sharing activities through the Moments Feed.
Weibo: We’ll analyze how Nike created initial buzz on Weibo and sparked a discussion among netizens by celebrating the overcoming of common struggles for everyday athletes.
Celebrity Ambassadors: We’ll explain how Nike collaborated one of China’s biggest celebrities to create an inspirational story that connected with real athletes.
Key Opinion Leaders: This report includes a complete KOL list and will show you how Nike cooperated with an array of digital influencers across fashion and sport to encourage sharing and support among consumers new to fitness.
Video: You’ll see how Nike used video to chronicle celebrity fitness challenges and provide an authentic voice.
Campaign Timeline & Metrics: This report includes a complete campaign timeline covering teaser, launch and sustain phases as well as success metrics.
Having only officially entered China in 2012 with their first flagship store in Beijing, Forever 21 is quickly gaining ground on fast-fashion rivals H&M and Uniqlo opening ten additional locations on the mainland by 2015. But the brand has been even more aggressive with ecommerce, opening a flagship store on Tmall and launching its own online shopping platform in 2011.
Forever 21 encourages user generated content to build affinity with netizens
Leveraging a unique LA heritage and almost daily product updates, Forever 21 has expertly used social media to connect with a new generation of expressive and empowered consumers.
Similar to their brand channels in the West, Forever 21 has built a China digital ecosystem around a streamlined brand ecommerce platform. Social media channels like Weibo and WeChat create demand for frequently released products and boost conversion through promotion of frequent sales and discounts. At the same time Forever 21 communicates an independent and youthful brand story through its unique LA heritage, and eschews mainstream celebrities and KOLs to keep the focus on authentic, everyday shoppers.
What You’ll Learn
The Forever 21 Digital Report will show you how one of the world’s top fast fashion brands entered the China market with a digital-first strategy that puts ecommerce ahead of retail by inspiring consumers to shop online.
Brand Website: You’ll learn how Forever 21 has built a streamlined ecommerce hub that inspires visitors to shop current fashion trends and quickly explore thousands of constantly updated products.
Tmall: We’ll take a closer look at Forever 21’s official Tmall flagship shop, and how they’ve adapted their ecommerce blueprint for China’s largest B2C platform.
JD.com: Forever 21 has joined the ranks of early-adopters who have opened official stores on JD.com, and we’ll see how this channel fits into their digital plans.
Weibo: We’ll break down Forever 21’s Weibo strategy, and show you how the brand balances daily product releases with meaningful brand building.
WeChat: We’ll look at how WeChat supports mobile commerce and retail while providing real-time customer service.
Online Video: See how Forever 21 integrates with Sohu.com to meet their online video needs.
Baidu Search: We’ll analyze user data from China’s leading search engine and provide some insight to how Forever 21 stacks up against its fast fashion competitors.
Key Opinion Leaders: You’ll learn how Forever goes against celebrity trends with a grassroots influencer strategy that seeds influential content across smaller fashion-savvy audiences.
Louis Vuitton’s Series 2 campaign is the follow-up to last year’s award-winning collaboration with iconic fashion photographers – this second installment featuring images by Annie Liebovitz, Jeurgen Teller, and Bruce Webber.
LV builds a WeChat minisite allowing netizens to explore its Series 2 exhibition
Louis Vuitton combined the print campaign with a global exhibition, making stops in Los Angeles, Beijing, Seoul, and Rome, to capture creative director Nicolas Ghesquière inspirations for the 2015 Spring/Summer Women’s ready-to-wear collection.
Like most global luxury brands in China, Louis Vuitton has placed an increased emphasis on mainland events that communicate brand stories using a powerful blend of China and global celebrities to create awareness and boost credibility on social media. Dubbed “Louis Vuitton Series 2: Past, Present and Future,” the immersive two-week exhibition in Beijing allowed the brand to reinforce their heritage using iconic products and educate visitors on their artisanal craftsmanship. Using WeChat and Weibo, the brand was able to extend event reach while promoting exploration of the latest women’s collection.
What You’ll Learn
The Louis Vuitton Series 2 Campaign Report will show you how one of the world’s top luxury companies leverages China celebrity reach on Weibo to extend brand storytelling on WeChat and engage consumers with their new seasonal collection.
Campaign Microsite: We’ll show you how Louis Vuitton recreated the exhibition experience through their brand website with rich media and event video.
WeChat Campaign Minisite: You’ll get an in-depth evaluation of the Series 2 campaign minisite, including new collection exploration, exhibition interactions, and sharing activities.
Weibo: We’ll take a look at how Louis Vuitton used Weibo to support the teaser, launch, and sustain phases of Series 2 – balancing the print campaign with the live exhibition.
Global Events: You’ll learn how the brand leveraged China celebrity attendees at a global launch event to seed awareness on Weibo for mainland events.
Key Opinion Leaders: We’ll analyze Louis Vuitton’s KOL partners for the campaign on both Weibo and WeChat including a detailed KOL roster.
Video: You’ll see how Louis Vuitton uses behind-the-scenes videos and event interviews to educate and engage with followers.
Baidu Search: We’ll look at how Louis Vuitton configured their Baidu Brand Zone to support the campaign and drive participation on mobile platforms.
O2O: We’ll analyze how a simple UGC sharing activity helps boost traffic to offline campaign events.