Hermès’s Innovative WeChat Campaign: Bridging Digital and Physical Worlds in China’s Luxury Market

December 24, 2024

Introduction to Digital Innovation at Hermès

In an era where digital transformation shapes marketing strategies, Hermès has set a benchmark in China’s dynamic market. This blog post explores Hermès’s recent groundbreaking campaign that harmoniously blends offline exhibitions with interactive WeChat Mini Programs, setting new standards for engaging consumers in China’s competitive luxury landscape.

海报

Poster

Exploring the Campaign’s Mechanics

The campaign revolved around an engaging scavenger hunt/escape room that took place during an exclusive offline exhibition. Participants embarked on a journey through the venue, tasked with discovering horse-themed items—a tribute to Hermès’s equestrian roots. Each item was cleverly integrated into the exhibition, encouraging visitors to explore in-depth.

Hermes Exhibition

Inside The Exhibition

Digital Integration via WeChat Mini Program

The brilliance of this campaign was further amplified through its digital strategy, utilizing a WeChat Mini Program. Participants used this platform to log the items they discovered by clicking the corresponding images. This seamless integration of digital tools ensured a smooth and engaging user experience, highlighting the potential of WeChat Mini Programs in bridging online and offline worlds.

wechat mini program

WeChat Mini Program

Rewards and Incentives

To add excitement, Hermès offered exclusive branded rewards to those who successfully completed the scavenger hunt. This strategy not only enhanced participation rates but also created a memorable experience that participants were likely to share across their social networks.

激励

Rewards and Incentives

Key Learnings from Hermès’s Strategy

  1. Seamless O2O Integration
    • The campaign is a prime example of effective Online-to-Offline (O2O) integration, which keeps users engaged by connecting digital actions with physical experiences. This approach is particularly resonant in China’s retail environment, where digital engagement can significantly amplify physical marketing efforts.
  2. Gamification Drives Engagement
    • By gamifying the exhibition experience, Hermès managed to transform a traditional marketing event into an interactive adventure. Gamification is a powerful tool in digital marketing, especially on platforms like WeChat, where user engagement can directly translate into higher brand loyalty and customer retention.
  3. Narrative-Driven Branding
    • Hermès’s focus on storytelling, by integrating its brand heritage into the campaign, helped reinforce its identity and values. This strategy not only enriched the consumer experience but also bolstered the brand’s image in the eyes of Chinese consumers, who value rich, narrative-driven interactions.

Conclusion: A Model for Future Campaigns

Hermès’s campaign demonstrates the profound impact of integrating innovative digital marketing strategies with traditional methods. For brands looking to make a mark in China’s luxury market, leveraging social media platforms like WeChat through Mini Programs offers a direct route to consumer engagement.

This case study serves as a reminder of the effectiveness of combining physical and digital experiences in a marketing strategy, especially in a highly digital society like China. Brands aiming to expand in the Chinese market should consider similar integrations to captivate and engage with their audience effectively.

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Identifying Opportunities: Delving into China’s Latest Updates

June 3, 2024

1.Beijing asks Tencent to lower WeChat’s mobile payment market share

  • Tencent Holdings has been asked by China’s regulators to lower the mobile payment market share of its WeChat app. The directive is aimed more at the market share for in-person payments made by scanning QR codes than for online shopping.

  • It is not clear whether Tencent was given any precise numerical target to meet, but one person familiar with the situation said, “WeChat is not targeting user expansion, and it is very cautious about the potential risks of growing too big.

  • China’s mobile payment market is dominated by two players, WeChat Pay and Alipay, even though there are around 185 non-bank payment institutions in the world’s largest cashless society.

  • WeChat is ahead of Alipay in terms of market share by a ratio of around 3:2. In terms of the number of transactions, WeChat has an even higher share, as there are more small-value transactions on the app.

  • WeChat has a smaller marketing team than Alipay and has been offering fewer payment discounts than it once did, but the all-in-one app remains extremely popular throughout the country. It has reached even older users in remote areas, who tend not to have Alipay accounts and who regularly use WeChat to chat and shop. WeChat has 1.36 billion monthly active users.

Link: https://asia.nikkei.com/Business/Technology/Beijing-asks-Tencent-to-lower-WeChat-s-mobile-payment-market-share

2. Scratch card effect? Young people find solace in instant lottery as cards sell out

  • Luxury fashion brands in China are going beyond just physical stores. They are creating a more well-rounded approach that considers both cultural integration and technological advancements in e-commerce.

  • This strategy combines partnerships with Chinese cultural institutions, like art museums, with a strong focus on e-commerce.

    • Luxury brands are partnering with Chinese art institutions: The article mentions Chanel’s collaboration with the Power Station of Art museum to cultivate a stronger association with art and culture in China.

    • E-commerce is a major focus: LVMH, a giant luxury fashion group, is partnering with Alibaba Cloud to leverage their cloud solutions and artificial intelligence for an enhanced e-commerce experience in China. This includes improving their omnichannel presence, data collection, and overall tech infrastructure.

Link: https://jingdaily.com/posts/from-museums-to-e-commerce-luxury-fashion-s-multi-pronged-approach-to-china

 

3. Dairy brand Yili unveils two new low carbon milk products, furthering sustainability commitment

  • Innovative Product Development: Yili introduced low-carbon milk products utilizing feed technology that cuts methane emissions by up to 30%.

  • Sustainable Packaging: They’ve adopted reduced aluminum foil and ink in packaging, significantly lowering the products’ carbon footprint.

  • Youth Engagement: Yili targets youth with environmentally friendly products to instill sustainable habits early.

  • Comprehensive Sustainability Goals: The ‘WISH 2030’ system outlines Yili’s decade-long commitment to sustainable development.

  • Global and Local Integration: Yili operates with a global reach yet ensures local adaptation in its sustainability practices.

Link:https://daoinsights.com/news/dairy-brand-yili-unveils-two-new-low-carbon-milk-products-furthering-sustainability-commitment/

4. Is ‘20 minute parks’ China’s version of forest bathing?

  • Chinese youth are seeking rejuvenation and spiritual healing in parks, with the hashtag “20-minute park effect” gaining over 131 million views on Xiaohongshu.

  • China aims to expand the number of urban green spaces, with Shanghai planning to open about 200 parks in the next year.

  • Many young Chinese report that spending time in parks improves their mood and overall well-being, reflecting a shift towards slower living amid intense work conditions.

  • Brands can leverage the popularity of parks to engage with consumers in a relaxed, spacious environment, which can positively influence perceptions of the brand.

  • Beyond hosting activities and pop-ups in parks, brands should center their messaging around Chinese consumers’ desire for quiet, wellness, and a reconnection to nature, as evidenced during the May Day holidays.

Link: https://jingdaily.com/posts/is-20-minute-parks-china-s-version-of-forest-bathing

 

5. Goodbye facekinis: Trendy sun protection takes over China

  • By 2026, the sun protection apparel market is expected to reach a value of approximately 100 billion RMB ($13.8 billion), fueled by rising skin health awareness and increased participation in outdoor sports.

  • There is a notable shift in consumer preferences towards sun protective clothing that is not only functional but also stylish, influenced by Chinese brands like Bosideng and online fashion trends.

  • Although Chinese brands are quicker at adapting to consumer trends, global brands like Nike and Uniqlo have opportunities to compete in the Chinese market by leveraging technological innovation and unique product designs.

  • Emphasizing the versatility and convenience of sun protective clothing compared to sunscreen (e.g., no need for reapplication, less skin irritation) can appeal to active consumers engaged in outdoor activities like hiking and camping.

Link: https://jingdaily.com/posts/china-sun-protection-wear-trends-2024

6. Xiaohongshu: the Citywalk trend is still vibrant

“Urban trip” related content got 240% growth on Xiaohongshu, around 3 million posts were related to Citywalk last year. This year, we have “溜溜生活”,  which means your life is like a citywalk.

  •  Xiaohognshu brought this topic from online to offline. They invited diverse category brands and created an instant pop-up bazaar with food and art in Guangzhou.

  • Over 2 billion exposure were generated during the event, and the clicks on this topic exceeded 300 million. Their offline bazaar got more than 50,000 visitors in 3 days.

  • Major brands are tapping into it and engaging with the younger generation to unlock growth opportunities.

  • It would be nice to seize the opportunity and make the brands involved in the trend in order to get more exposure and raise awareness.

Link: https://mp.weixin.qq.com/s/eNjtWLcMVDcCErqWZoanlw

 

7. Young Chinese Have Almost No Concerns About AI, Survey Finds

  • China’s younger generations appear to be embracing generative AI with few reservations, according to the report by the research institute.

  • According to the report, the top reason young Chinese cite for favoring generative AI is its ability to improve their work efficiency.

  • Young Chinese hold overwhelmingly positive attitudes toward the rise of generative artificial intelligence and are mostly concerned about how to profit from the new technology

  • People said that AI bots made good conversation partners because they didn’t make them feel awkward, responded quickly, and were willing to chat about anything.

Link: https://www.sixthtone.com/news/1015263

 

8. Balenciaga Spring 2025 Collection host on May 30, 2024, Shanghai created buzz

  • Balenciaga’s Spring 2025 show in Shanghai highlights the brand’s strategic focus on China, a crucial market known for its strong support of the brand.

  • The runway in the sudden rain created buzz in Chinese social media platforms.

  • The Shanghai show celebrated the brand’s couture offerings with 10 gowns crafted just for this event, generating significant social buzz.

  • Innovative collaborations with Alipay and a famed local restaurant nods to a robust localization strategy.

Link:https://jingdaily.com/posts/demna-s-vision-shines-at-balenciaga-s-shanghai-runway#701bdb9eeee3

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Moutai: An Example of Spectacular Collabs Eyeing Gen Z

October 18, 2023

Today, we delve into the world of Moutai, a traditional luxury Chinese liquor brand that has gained spectacular virality in the recent weeks. Let us examine its essence, the factors underpinning its lofty status, and recent strategic moves. Moreover, we will look into the latest marketing campaigns and collaborations. 

 

Unveiling Moutai: A Testament to Tradition and Mastery

Moutai, also known as Maotai, is a distinguished name in the domain of Chinese liquor. Originating from the town of Maotai in Guizhou province, it stands as a symbol of China’s rich heritage of distilled spirits. Its meticulous craftsmanship, utilizing sorghum and wheat, bears testament to centuries of perfected techniques. The result is a globally acclaimed elixir embodying the essence of Chinese culture. Its steadfast dedication to time-honored techniques, while remaining open to contemporary trends, has been pivotal in captivating connoisseurs worldwide. One bottle of Moutai typically costs from 1,499 yuan ($223), to over 16,000 yuan ($2,390) for rare vintages. As it continues to evolve and redefine luxury, Moutai remains a pioneering force in the world of distilled beverages. Not only in China but eyeing global expansion as well. 

 

Moutai: Trendy Collaborations

First Moutai-inspired products started to appear last year with the first ever Moutai Ice Cream shop opened in the lobby of the brand’s headquarter in Guizhou province. After country-wide release, the product has quickly become an internet sensation. The flagship store had sold more than 5,000 Moutai ice-creams in 7 hours, achieving the sales of over RMB 200,000; while via the “iMoutai” APP 40,000 pieces were sold out in 51 minutes, generating a sales record of about 2.5 million yuan.

Moutai Ice Cream

It didn’t take long for another exciting collaboration to hit the market. This time Moutai joined forces with Luckin, another beverage giant famous for its coffees and other beverages. Together, they co-created a new flavor of latte, Moutai Latte which was an instant hit. Hashtags related to Luckin Coffee Real Moutai topped Weibo’s Hot List with hundred millions of views and users’ feed with full of pictures of the product itself or queues to Luckin stores across China. On the launch day, Luckin sold 5.4 million Moutai alcohol-infused lattes in one day topping 100 million yuan ($13.72 million).

A few days later, Moutai consolidated its modern and more approachable image with yet another one collaboration. This time, the brand collaborated with Dove on Moutai-infused chocolate. Again, the hashtag about the collaboration had immediately topped all social platforms’ trending topic lists.

Moutai Luckin Coffee

Successful Pivot Towards Gen Z

The creation of Moutai-inspired products is a strategic move to tap into the young consumer market, who normally have a oldish image towards the strong liquor. At the same time, many foodies including the youngest one might not be able to afford a bottle of spirit. Now, they can literally get a taste of it thanks to these different collaborations. For many of them, it will be their first encounter of the famous alcohol.

Within the last 3 months, Moutai gained more than 25 billions impressions on Chinese social media platforms.

Moutai Impressions 2023

Insights into Moutai: Captivating in its Simplicity

What are the intriguing facets of Moutai that contribute to its allure:

 

  1. Craftsmanship in Every Bottle: Each bottle  is a product of meticulous production processes, reflecting the dedication and artistry of its craftsmen.
  2. Collectible Value: Beyond its function as a beverage, Moutai holds significant collectible value. Rare and limited editions attract attention from collectors and investors, adding a unique dimension to their appeal.
  3. Strategic Collaborations and Limited Editions: The collaboration between Moutai and Luckin Coffee, resulting in alcohol-flavored coffee beverages, ice-creams and chocolates showcases the brand’s adaptability and willingness to explore new avenues.

 

Diversification and Expansion: A Strategic Trajectory

Moutai’s growth extends beyond the realm of distilled liquor. Recent ventures into diversified consumer products like chocolates and ice cream demonstrate strategic diversification, aligning with evolving consumer preferences and expanding its influence. Here’s to Moutai – a brand that epitomizes excellence and continues to enthrall the world with its sophistication and innovation. A toast to the legacy of perfection and the journey of innovation!

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This Christmas, Find Out What Brands in the Chinese Market Have Been Up To

December 22, 2022

In the last decade, Christmas has settled as an important event for brands in China. Of course, it is not as large as traditional Chinese holidays or e-commerce festivals, but many brands, particularly those with Western roots, are celebrating with their fans in various ways. 

Shopping malls, restaurants, and entertainment venues in China’s major cities are all decked out with Christmas trees, and Santa is on his way to deliver gifts to children. This year, we looked at several different international and domestic brands to see how they celebrate Christmas. 

🎄 Read our previous article about how Christmas changed in China over the last couple of years

Christmas in China

When it comes to any festive campaign, social media plays an important role. With WeChat being the biggest social media platform, brands are super keen to get the best engagement for their campaigns. We’ve seen a lot of beautifully crafted interactive articles and WeChat campaigns for this Christmas. Again, we worked with Montagut to produce a fun interactive post that led readers through a short narrated story with a Christmas-themed setting. Scan the QR code to open the article and interact with it for yourself.

Montagut Christmas China WeChat

This is not the first time we’ve collaborated with Montagut on holiday content. Click here to learn more about our “Winter Wonderland” Christmas campaign. 

Christmas in China is more about gifting between couples during romantic dinners or self-gifting than it is about family gifting. As a result, many jewelry brands are taking this task seriously and planning eye-catching and interesting campaigns. Tiffany and Boucheron created some cool interactive posts. Harry Winston, on the other hand, delights with an online quiz that helps you find the best gifts for your other half or for yourself. Fendi prepared a whole winter-themed universe leveraging WeChat Channels, stickers, and gaming, all in one! Not to mention creating a super cute brand mascot – Brother Fen to top off the trends targeting Chinese Gen Z. 

🔥 Explore more about China’s Gen Z as Luxury Consumers

 

 

Fendi – Brother Fen’s Universe:

Fendi China

 

Harry Winston Mini-Program Quiz:

Christmas WeChat Interactive Posts:

 

Interactive Post from Pandora:

 

Interactive Post from Boucheron:

 

Interactive Post from Tiffany:

Advent Calendars in China

Many beauty companies have released Christmas-themed products as well as full-fledged advent calendars. Following last year’s public relations disaster, in which the Chanel advent calendar was deemed overpriced for the value of the products inside, other brands’ seasonal blind boxes fared well this year due to customer satisfaction with better product quality and price points.

In China, blind boxes are a popular marketing tool, and advent calendars fit the bill perfectly if done correctly. Brands such as Charlotte Tilbury, MAC, or Diptyque released theirs through their own channels as well as in collaboration with KOLs. The following are some of the 圣诞限定礼盒 (Christmas Limited Edition Box) mentions on Xiaohongshu, “RED,” where users were unboxing and showing off their treasures.

RED Xiaohongshu Advert Calendar China

Christmas on Chinese E-commerce Platforms

Naturally, compared to complete promotional takeovers during 11/11 or other shopping festivals, Christmas is less visible on e-commerce. However, many brands prepared their own promotions and Christmas content for their official Tmall stores. Many brands took a creative approach to Christmas, tying the festive season with more inclusive winter, astrology, or winter sports themes rather than a dull Santa and reindeer approach. Since the Olympic Games in Beijing in early 2022, the latter has also become synonymous with winter.  Astrology is also a big trend leveraged this Christmas, particularly in makeup, and can be seen not only in Western brands like Dior and Gucci but also in Perfect Diary. 

Christmas Tmall Taobao

This year’s lower enthusiasm for celebrations is also related to the recent surge of COVID-19 cases across China as a result of relaxed restrictions, which appears to be the first step toward China’s reopening in 2023.    

📌 Click here to learn more about WeChat interactive posts and how you can make the most of it!

Takeaways

It only makes sense for a brand with European roots to want to celebrate this holiday with its customers and provide them with a little extra.  You can engage and amuse your fans with a comprehensive marketing campaign, depending on your goals and resources. You could also offer exclusive holiday discounts or festive add-ons. Alternatively you could just wish them a happy holiday in a special post or interactive article. 

Additionally, international B2B brands shouldn’t be reluctant to celebrate Christmas with their clients. In fact, this is one of the few times when you can get away with using lighter language. We assist our clients in planning holiday events each year that will highlight their brand values and improve their relationships with their staff, partners, and clients. See some of the examples from previous years:

 

 

 

Last but not least, since Christmas is here, it means that Chinese New Year is also approaching fast, and this year it falls particularly early on January 22. It’s the last chance to start getting ready for China’s most significant holiday. There are a number of options, including intricate campaigns, interactive articles, holiday posters, and even red packets.

🧧 Visit our article to learn more about what a “red packet” (hongbao) is

Contact us if you would like our assistance with your marketing communications during this special time of the year.

 

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Case Study: AkzoNobel (B2B Management)

June 14, 2022

WHAT IS AKZONOBEL?

International Marine Coating is the flagship trademark of AkzoNobel’s Marine & Protective Coatings division, which employs over 5,500 people in over 60 countries.

THE SCOPE OF WORK

Major shipping firms such as Maersk, COSCO, and CMA CGM are among International Marine’s target customers.

Its main goal in China is to raise brand awareness and equity so that it may be regarded as a major player in the industry.

AkzoNobel - Content Creation China

AkzoNobel – Content Creation

As part of our retainer contract, we deployed a combination of strategic activities, including engaging with industry expert magazines to publish material from the brand on their WeChat account in order to acquire access to relevant audiences and the validation of well-established media in the market.

THE RESULTS

The 2 Magazine articles surpassed by 80% and 125% the brand’s best-performing owned article of the whole year among the relevant target audience.

AkzoNobel China

AkzoNobel – Hot Accounts Collaboration

IMPORTANT TO NOTE

These PR-like collaborations also serve as SEO backlinks, boosting the brand’s ranking in the SERP.

These collaborations have a short-term benefit of raising brand recognition among magazine readers who may not be familiar with the company, and a long-term benefit of improving SERP ranking.

 

If you wish to know more about WeChat and its various features, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their network among Chinese customers. For additional information, please contact at contact@thewechatagency.com.

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Case Study: Grand Hyatt (APAC Wedding Planning Campaign)

June 14, 2022

ABOUT GRAND HYATT

Hyatt, an international hospitality firm that maintains and franchises luxury and business hotels, resorts, and vacation homes, has a 5-star premium line of hotels called Grand Hyatt. It operates over 1,100 hotels and all-inclusive resorts across 69 countries on six continents.

Grand Hyatt China Baidu

Grand Hyatt – Baidu Ads

THE SCOPE OF WORK

Grand Hyatt wanted to raise awareness for its new wedding offering and get the target audience to visualize how their special day can be spectacular in order to generate leads.

We created an APAC campaign across 12 markets, 5 languages, 6 social media platforms,+200 Creative posts and 2 dedicated websites with a mobile-first approach and a SalesForce integration:
• One for China (H5 – WeChat Compatible)
• One for the rest of APAC

Grand Hyatt - Wedding Planning Dedicated Website

Grand Hyatt – Wedding Planning Dedicated Website

Grand Hyatt - Wedding China

Grand Hyatt – Static Content Brought to Life With Romantic Animations

Our approach was to give the audience an immersive digital experience by building visibility on social & digital platforms and drive users to a visual-led-content website where they could curate content to design their wedding dream and even apply dedicated filters to their photos.

THE RESULTS & TESTIMONIAL

Dear KRDS Team,
I want to thank all of you for your hard work and dedication to this project and the campaign. It was a long and fruitful process and completely worth it. It was definitely a successful campaign, and the learnings will only help us improve and optimize as we evolve the wedding and events digital campaigns at Hyatt.

AQUIN MATHEW
Social Media – Hyatt Asia Pacific

If you wish to know more about APAC campaigns and various options, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their network among Chinese customers. For additional information, please contact at contact@thewechatagency.com.

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Case Study: Montagut (Digital Content & China Social Media Management)

June 14, 2022

WHAT IS MONTAGUT?

Montagut was the first French fashion design company to enter China in 1979, at a time when there were few international brands (Louis Vuitton and Chanel established themselves only 15 years later). It has spread to over 4,000 shops around the country, establishing a dedicated client base and a household name. It is seen as a symbol of respect and achievement, particularly among dignitaries and notables.

THE SCOPE OF WORK

KRDS has been appointed to manage Montagut’s digital channels in China for four consecutive years. Scope of work includes WeChat, Channels & Weibo management, Content creation (Chinese copywriting, graphic design, motion design), Media planning (banner design, A/B testing, budget allocation), KOL & artist collaborations, Dev scope & H5 minigames.

Montagut China

Montagut – Content Creation

Brand’s social media strategy in China is always evolving to keep up with the latest trends and technology solutions that help to increase online sales and foot traffic in real stores.

THE RESULTS

According to Candice Meyer, Montagut’s Head of Brand Image & Communications Asia, “KRDS has been a valuable partner of Montagut over the past 4 years. We chose them because of their deep knowledge of the China social media landscape combined with great strategic and creative capabilities. On a day to day basis, it’s both very efficient and super pleasant to work with a trustworthy team such as KRDS. They are expert, flexible, diligent and always looking to achieve the best results. A perfect recipe for success!”

She also mentioned that one of the campaigns Montagut’s Winter Wonderland “was very fun and engaging. Beyond generating buzz and page views, KRDS was smart to find the right mechanism to attract a very high number of new fans”.

Montagut China Campaign

Montagut – Father’s Day Campaign

 

If you wish to know more about WeChat and its various features, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their network among Chinese customers. For additional information, please contact at contact@thewechatagency.com.

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Digital Strategy Case Study : GIC Singapore Sovereign Fund

June 14, 2022

WHAT IS GIC?

Singapore’s foreign reserves are managed by GIC, a sovereign wealth fund with assets of $744 billion dollars. GIC invests internationally in developed market shares, emerging market equities, nominal bonds and cash, inflation-linked bonds, private equity, and real estate. It was founded by the Singapore government in 1981 and has a network of 10 offices in significant financial capitals around the world.

SCOPE OF WORK FOR THE CHINESE MARKET

The WeChat Agency has been hired by GIC to advise and manage its digital operations in China. The biggest problem we faced for the brand was how to create brand recognition without using paid advertising, given China’s tight laws on the finance industry. This was accomplished through a combination of strategic initiatives, such as playbooks and workshops, focusing on WeChat and covering topics such as the platform’s overall evolution, audience characteristics, user journey, content strategy, and comprehensive execution plans.

GIC - Content Creation

GIC – Content Creation

RESULTS

The GIC team got full training on WeChat marketing with a detailed plan covering content pillars, campaign themes, and distribution of the content. A detailed playbook serves as an ongoing consulting tool for GIC but can be also readily used for any in-house developed activities.

At the same time, the WeChat Agency has been regularly creating and localizing content for the local market.

After the first year, GIC reappointed The WeChat Agency for management for the second consecutive year.

GIC - Holiday Greetings

GIC – Holiday Greetings

If you wish to know more about WeChat and its various features, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their network among Chinese customers. For additional information, please contact at contact@thewechatagency.com.

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Montagut in Collaboration With KRDS Invited Fans To Winter Wonderland

December 17, 2021

The Christmas Wonderland campaign was one of several campaign collaborations with Montagut on the Chinese market in the last 3 years thanks to a continuous retainer partnership. 

Christmas in Mainland China

Mainland China has not been very big on Christmas in the past. It is not a national holiday and it has nothing to do with religion. It’s more of a novelty day, similar to Valentine’s Day than a religious holiday.

Don’t be fooled by the past, though: Christmas is becoming a more important occasion in most Mainland companies’ marketing calendars, and standing out above all the festive fever is becoming increasingly difficult.

The objective of the Campaign

But Christmas wasn’t the sole reason that Montagut wanted to celebrate with their fans in China. The main objective was to engage the audience during the Christmas season in order to introduce the new FW 2020 collection and to attract a bigger target group of younger consumers. They wanted to premiere new collections, with the purpose of communicating the advent of new clothing and trends before the end of 2019.

KRDS’s Solution

An H5 WeChat game set in a French winter wonderland was our solution for tastefully presenting both the new collection and the holiday spirit. This game was in instant popularity with Montagut’s existing fans as well as almost 10,000 new fans thanks to its bespoke and dreamy graphics paired with a compelling tapping gaming mechanism.

 

“This campaign was very fun and engaging. Beyond generating buzz and page views, KRDS was smart to find the right mechanism to attract a very high number of new fans” According to Candice Meyer, Montagut’s Head of Brand Image & Communications Asia.

Miriam Dabrowa, China Head of Strategy at KRDS Greater China, said: “With the new opportunities coming this year, and especially Montagut’s 140th Anniversary, we truly can’t wait to create new exciting content together”.

 

WeChat Campaign for Montagut – Post

 

 

WeChat Campaign for Montagut – Game Flow

 

WeChat Campaign for Montagut – Media Ads

 

Christmas Campaign for Montagut

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Unusual Brand Collaborations In China

November 15, 2021

Whether your business is selling lipsticks, chicken wings, or museum tours, the topic of how to reach more new people – more customers – comes up in every marketing meeting, across every sector imaginable. So here’s a suggestion for you all – Why not tap into the audience of someone else? 

A collaboration with a competitor is obviously not going to work, but what about one with a brand that sells something completely different? 

To get noticed among China’s millennial consumers, businesses must take advantage of unusual collaborations. It may sound bizarre, but it has the potential to attract a new audience that was previously unaware of your existence. 

Here are a few examples of unusual brand collaborations in China

 

Perfect Diary – Cosmetics
Disney – Kids entertainment
Collaboration – Limited-edition line of amino acid-based facial cleaning products inspired

 

The C-beauty brand routinely leverages brand collaborations as part of its overall goal to appeal to China’s millennial and Gen Z audiences. In a recent collaboration with Disney, the company released a limited-edition line of amino acid-based facial cleansing products inspired by the Baymax character from the 2014 animated film “Big Hero 6”. Two of the makeup remover bottles are sealed with a Baymax head, while other goods include images of the character on the packaging, appealing to young buyers’ love of cuteness and blind-box style toys.

 

KFC – Fast food restaurant chain
Karl Lagerfeld’s – German fashion designer and photographer
Collaboration – Limited Edition Chicken Bags 

 

KFC China recently resorted to the luxury business to mark the company’s 80th anniversary. Karl Lagerfeld, the fashion mogul, was the chosen brand, and he created two limited-edition bags. The centre Karl Lagerfeld logo was replaced with Kentucky Fried Chicken, and Paris was replaced with Kentucky in the funny new rendition of the original Karl Lagerfeld design. The bags contain three red stripes, which are KFC’s signature colours.

Ikea – Furniture retail company
ROG – Gaming retail
Collaboration – Gaming Furniture and Accessories


Ikea presented an eagerly anticipated collaboration with the Asus Republic of Gamers (ROG) on a new collection of affordable gaming furniture and accessories, taking a “China-first” approach to product innovation. A sleek high-backed gaming chair, an adjustable table that can be used as a standing workstation, and a wall-mounted pegboard to keep gaming equipment organised are all part of the black-and-red collection.


Conclusion

Younger consumers, particularly Generation Z, are perceived as having a larger proclivity for purchasing from ‘collaboration’ collections than older consumers. According to Boston Consulting Group (BCG), Chinese Generation Z customers have the largest desire for cross-brand collaborations among this generation’s quest for newness from the brands they like.

These out-of-the-box collaborations demonstrate that the opportunities for co-branding in China are limitless. Why limit yourself to usual collaborations when you can have so much fun? Collaboration with other well-known brands across all industries may help businesses grow their audiences, increase sales, and establish a reputation as a creative and fun brand among Chinese customers.

While unique collaborations have a lot of promise for your company, getting started can be challenging. If you require further support, please contact our team. We apply our expertise and experience to assist firms in forming meaningful partnerships and developing a digital marketing strategy that better targets and connects with Chinese customers. For additional information, please contact us by phone or email.

 

 

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