This article introduces 9 Luxury brands that are using Mini Programs in different ways to attract these Chinese consumers: WeChat Moment Ad campaigns, customization, user-generated content, and many more.
Estee Lauder and WeChat Moment Ad Campaigns
The leading cosmetics brand Estée Lauder started a WeChat Moment Ad campaign in 2017. The brand sent more than 18 advertisements on WeChat Moment including promotional videos. Using the previous advertising campaigns run on WeChat, they were able to retarget the most interesting audience.
YSL (Yves Saint Laurent) also used WeChat Moments Ads for delivering brand messages and launching their new line of lipstick during the 2019 Qixi Festival.
This campaign was considered a success with more than 5,000 boxes sold in 2 hours, with “like” rate above 71% and “comment” rate 200% higher than the industry average.
With the Le Pliage bag, Longchamp offered its customers to entirely personalize their own bag. The customization was made possible using a Mini Program especially designed for this experience.
Going further, Longchamp also decided to launch a second Mini Program, dedicated to user generated content to encourage users’ engagement even more.
Michael Kors has a Mini Program dedicated to offline journeys, where shoppers can enter their shopping details and review their store’s experience. This Mini Program is accessible to members only, offering them privileges such as special offers and a more intimate way to interact with the brand.
For their 2018 Qixi Festival Campaign (one of the main occasions for brands to leverage their chinese audience in China), the Italian brand Bottega Venetta chose to create something different. When everyone is using visual designs, the brand launched a voice letters customized campaign. Friends and lovers could send personalized voice wishes with a personalized cover using the Bottega Venetta Mini Program.
Once users received the card, they were redirected to the Mini Program store to choose their gift.
Earlier this year, Calvin Klein leveraged the powerful WeChat ecosystem and launched a lucky draw program to emotionally engage with their fans for the year of the Ox. Players are motivated to play at a lottery machine and get a chance to collect five different “fortune cards”. The cards can be exchanged for a ¥2,000 voucher or a “牛年”: Ox Year limited edition jean jacket and jeans.
Focusing on the Gen Z’ perception and shopping behaviours, M.A.C. collaborated with the top MOBA’ game in China - “王者荣耀” - Honor of Kings from Tencent to give out limited edition of lipsticks.
Customers can visit and try out different experiences of personalized greeting, VR interactions and the chance of getting a lipstick from the limited collection.
A customized Sergio Rossi's Mini Program was launched in September 2018 with various digital functions including: demonstration of how to design heels, the adjustment of any elements from shape, material, colour and price, also the 360 degree preview feature, etc...
Burberry, a famous luxury fashion brand from England, introduced the TB Summer Monogram collection in July 2020 with the cute anthropomorphic character as a centerpiece of all marketing activities. His name is Bobo the Deer and users can actually “adopt” for their own through Burberry’s Mini Program.