The Top Six Luxury Brand Campaigns for China's 520 Day
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Loading... - Donghai Peng
- 07 Jun 2022
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This year’s 520 Valentine’s Day encountered another retail slump as luxury brands continue to weather the pandemic in China. However, unlike in 2020, leading players still seized the marketing occasion to maintain their local relevance.
The mainland-exclusive V-day, rooted in the country’s unique cyberculture, is the go-to occasion for targeting the digitally native Gen Z. Given the effects of COVID-19, the impact on transportation and logistics means fewer online-exclusive offerings than usual, while beauty labels like Tom Ford Beauty have launched group buying schemes for Shanghai.
Here, Jing Daily spotlights six luxury firms celebrating this year’s 520 Day in innovative ways — from interactive video games to curating themes of love — and analyzes how they won over local shoppers during this difficult time.
Balenciaga
Balenciaga launched a campaign which included a series of social initiatives and limited editions, all available on their official website and offline stores. The “5:20 Video Game Hall,” a virtual arcade featuring pixel art and a realistic soundscape, stood out — and is live now on the company’s WeChat channel until May 20. Alongside this was a release of 520-exclusive profile photos and WeChat memes that are free to download.
The hall’s mini-games resonated greatly with Chinese Millennials, who grew up with arcade classics like Galaxian and Super Mario; and many WeChat users have already used the memes and profile photos. Such assets function as a stamp of virtual identity, which will help the house to consolidate its digital relevance and expand its online communities.
Louis Vuitton
Louis Vuitton highlighted its LV Volt jewelry collection, playing with the legacy house’s signature logo. The collection’s new 2022 launches feature its consistent gender-fluid designs that advocate confidence and individuality.
The 520 campaign cast two young talents — actress and singer Wu Xuanyi and Gen Z male singer Justin Huang — to showcase the collection’s necklace, bracelets, and rings. Thanks to these celebrities (who count a total social following of 50 million), the campaign hashtag has hit 1120 million views as of May 20. The house also rolled out an immersive ad on WeChat Moments, which allows users to browse the campaign video and the collection in a more engaging way. Read More...
