Gucci’s campaign showed the power of nostalgia marketing, a strategy that has been popular among brands in the run-up to the Lunar New Year in 2021, demonstrating that they clearly did their research on which character would resonate with China’s young luxury consumers. While all of the above linked to the brand’s official website, on WeChat users can buy the collection directly through Gucci’s WeChat mini-program. Gucci also offered its official website on their Weibo post, while on Douyin, users could either get access to Gucci’s website through Gucci’s VIP room or via the in-feed advertising. The hashtag #DoraemonxGucci page on Xiaohongshu directly linked to Gucci’s official website, where users could purchase the collection. The deciding factor that made Gucci January’s top social-savvy brand is that every aspect of the campaign had seamless e-commerce integration. This helped the luxury brand appeal to a wider audience, with Lu Han’s post featuring Gucci’s new products and its official website gaining more than 642,000 reposts and 405,000 likes. As it turned out, this feeling was widely shared and her post gained 751 favorites and 477 bookmarks.įamous singers Li Yuchun and Lu Han, and actresses Song Yanfei and Song Zuer all shared Gucci’s pop-up stores and new collection on social media to their huge follower bases. One KOL praised the creative co-branding on her Xiaohongshu account and wrote that the inclusion of Doraemon reminded her of her childhood. Many visitors checked in and shared their experiences and photos of the pop-up stores on Xiaohongshu, Weibo, and Douyin.Ĭonsumers weren’t the only ones to publicly display their support for the campaign - Gucci also received endorsements from Key Opinion Leaders (KOLs) and celebrities. The integration of these physical stores and online activities proved to be an effective engagement driver, as checking in and sharing live locations, known as daka (打卡), is extremely popular among China’s youth. Gucci x Doraemon launched seven pop-up stores across tier-one and tier-two cities, namely Beijing, Wuxi, Xiamen, Shenyang, Shanghai, Wuhan, Nanjing and Chengdu. Seamlessly integrated online pop-up stores The seamless integration of Douyin’s advertising into its feed means that brands are better able to attract users’ attention, making it more effective than on other channels. Gucci purchased advertising space on both Douyin’s (aka Chinese TikTok) feed and Xiaoshongshu’s (aka Little Red Book) loading screen to promote the collection. Paid advertising on Douyin and Xiaohongshu While the collection did gain considerable organic views, Gucci also embarked on paid advertising. In a massive win for Gucci, a completely organic hashtag, “#Gucci’sWeChatRedEnvelope”, which was posted by a netizen, rather than the brand itself, gained 160 million views on Weibo. The exclusive red envelopes were in high demand – 5,653 participants voted that they had grabbed a red envelope in a survey on Weibo, while 45,814 users had been left empty-handed. It was launched on the brand’s WeChat mini-program on January 12. WeChat opened up a whole new world of possibilities for brands to leverage Chinese traditions and interact with consumers when it introduced digital red envelopes in 2014.įor this particular Lunar New Year campaign, Gucci created a red envelope customized with the original blue and ox versions of Doraemon. Red envelopes (or hongbao) filled with money are a key part of celebrations for Lunar New Year. How the Campaign Topped Chinese Social Media: Seeing as 2021 marks the Year of the Ox, Doraemon was given a special makeover for Gucci’s campaign, receiving two horns and a golden dye job for his fur. In fact, the blue robot cat is a nostalgic icon among millennials and one of the most influential Japanese cartoons in China. The brand’s limited-edition collection is based on the popular Japanese animated character Doraemon, which most post-90s Chinese consumers grew up watching on TV. The Lunar New Year is one of the most important occasions for brands to make a lasting impression on their Chinese audience, and Gucci didn’t disappoint. Social Platforms: WeChat, Weibo, Xiaohongshu, Douyin Simply advertising through Tmall is not enough to attract young Chinese consumers.Įvery month, Dao Insights select the brand that has used Chinese social media in an exemplary way to gain attention. Social Commerce – selling through social media – is becoming the norm in China.
0 Comments
Leave a Reply. |
Details
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |