December 3, 2022

The Social Edition is our weekly sequence which deep dives into luxurious initiatives in China’s social media landscape. Every 7 days, we emphasize brand strategies distributed on Chinese digital platforms — WeChat, Weibo, Tmall, Douyin, and outside of.

Our coverage spotlights world luxury models, global natural beauty brands, and area Chinese models. The latter gives insight into some of China’s most thriving strategies, which normally appear from local players, and are exterior of the beauty and style space.

In this week’s roundup, we look at three campaigns, including Roger Vivier’s new brand name ambassador, Peacebird’s metaverse enjoy, and Converse’s crossover into furniture.

Roger Vivier Announced Chinese Actor as Model Ambassador

Brand name Roger Vivier 
CATEGORY 
Luxurious
PLATFORMS 
WeChat, Weibo, Xiaohongshu, Tmall
MEDIUM 
Graphic, Small Movie
Highlighted TALENTS 
Allen Ren (24.3M Weibo Followers)

OVERVIEW
On July 5, French luxury designer label Roger Vivier declared homegrown actor and singer Allen Ren as brand name ambassador for its fall/winter 2022 assortment. The campaign video, in which the star is demonstrated making ready for a initial date, explores how different circumstances have an impact on our mentality — and even identity. In a statement, the manufacturer observed how Ren’s bold dedication to art and aesthetics aligns with its DNA.

NETIZEN Reaction
The marketing campaign hashtags #RogerVivierBrandAmbassador and #Exciting (扣任心弦) acquired a put together viewership of 70 million within just 6 several hours. The 70-second campaign video starring the actor strike around 10 million views on his personal Weibo account thanks to his 24.3 million followers. This significant online engagement has converted to revenue, with the goods styled by Ren becoming bestsellers at the group’s Tmall flagship shops and offline boutiques.

VERDICT
Considering that the luxurious shoemaker appointed Chinese Gen Z musician Ouyang Nana as model ambassador in 2019, the business enterprise has effectively reached younger neighborhood shoppers and reinvigorated its brand name image in the domestic marketplace. And now this partnership with the actor can help the residence get to a broader demographic. Not only does Ren have a stable fanbase of women of all ages and women, but he will also give Roger Vivier’s men’s products and solutions a much better existence with his endorsement.

Peacebird Unlocks the Metaverse in Collaboration With Model Ambassador

BRAND Peacebird
CATEGORY Trend
PLATFORMS WeChat, Weibo, Xiaohongshu, Tmall
MEDIUM Picture, Brief Online video
Showcased TALENTS Ouyang Nana (21M Weibo Followers)

OVERVIEW
On June 29, Peacebird released its fall 2022 marketing campaign, the metaverse undertaking Peaceverse, in collaboration with world-wide ambassador Ouyang Nana and digital artist Liu Di. In the campaign video, Nana is the to start with citizen of the digital world, leading audiences to examine the mysteries of the universe. The challenge aims to generate an impressive local community at the coronary heart of the technological zeitgeist, even though consolidating the label’s link with nearby creatives.

NETIZEN Reaction
Peacebird’s foray into the metaverse obtained good suggestions from Chinese netizens. The campaign hashtag #Peaceverse and video racked up 26 million sights and 200,000 sights in just a person 7 days, respectively. Weibo people adored Ouyang Nana’s futuristic appears to be, commenting that the ambassador was a perfect match with the campaign’s Website3 strategy.

VERDICT
As the metaverse sees developing recognition in China, homegrown style manufacturers have been mapping their options for the virtual environment. Though Peacebird’s kickoff campaign resolved this agenda in a purely conceptual way — and seriously had almost nothing to do with digital manner — it garnered appreciable online buzz thanks to the brand name ambassador’s endorsement. This, then, lays the foundation for long term growth into Website3.

Converse Collaborates With Local Household furniture Boutique Cabana


BRAND Converse, Cabana
CATEGORY Vogue, Lifestyle
PLATFORMS WeChat, Weibo, Xiaohongshu, Tmall
MEDIUM Image, Offline Pop-up

OVERVIEW
Converse teamed up with homegrown home furnishings retailer Cabana to start a pop-up exhibition between July 1 and 17. Influenced by the dynamic hues in character, the sportswear brand released 4 new colorways of its signature Chuck 70 – a timeless and classic sneaker in avenue trend. Cabana then drew inspiration from the four new shades for its property decoration, curating four installations at its boutique on Anfu Street, Shanghai.

NETIZEN Response
Many thanks to the picture-worthy installations and the site of Cabana’s boutique on Anfu Street (1 of the hippest neighborhoods in Shanghai), the pop up drove substantial offline visitors. In the meantime, both of those makes made available complimentary collaboration shoes for on-line customers who joined Cabana’s membership system or still left opinions beneath Converse’s marketing campaign write-up, which proficiently spiked online engagement.

VERDICT
Converse is a collaboration veteran that can often locate the suitable spouse, no make a difference the industry. Though Cabana focuses on designer home furniture and house decor, its special merchandising provides Converse an alternate retail area. Distinctive from common retail shops, Cabana’s Anfu Highway boutique acts as a neighborhood retail outlet, which aims to crank out a feeling of community among its buyers. As these kinds of, the partnership can aid Converse solidify the community lifestyle rooted in its brand DNA.