It’s the biggest online sales festival of the year in China and maybe the world.
Singles’ Day or Double-11 is Alibaba’s mega sales festival that sees big numbers of consumerism trumpeted far and wide. While the Day itself is November the 11th, the deals and the sales begin well in advance.
It is a great sales opportunity for a brand – but as it’s an equal opportunity for all brands, doing something unique is more important than simply taking part. We’ve detailed how luxury brands can win in Double -11 (AKA D11) here.
Here are five more examples of creative D11 campaigns we’ve seen this year
Marvis – creative gamification
Ahead of D11, Marvis’ first brand campaign in China was full of the creativity and artistic flair that the brand is known for (featured image provided by Gusto Luxe). The campaign took the form of an interactive H5 game on the brand’s WeChat account that showed followers how to explore seven different worlds illustrated by local artists.
Consumers who engaged with the game could win limited edition illustrations to decorate their home, as well as e-coupons and products.
ARKET – style guide
ARKET launched the Nordic outdoor collection during the Double 11 sales festival, collaborating with WeChat media platform ‘Kimo the Knowledge’ to create a complete style guide for both male and female consumers.
L’Oreal – live-streaming meets gamification
L‘Oreal launched a Singles’ Day campaign from October the 1st to November the 11th. L’Oreal’s preferred live-streamers were put into three teams, each led by a senior L’Oreal figure, with the idea that the winner is the team that sells the most. By mid-October there were already around 6 million views. To keep the momentum going, guest live-streamers joined in, from stand-up comedians to actors and singers.
Estee Lauder – new product launch
Starting on the 21st of OCtober, Estee Lauder began their D11 campaign with eight female celebrities joining live-streaming on Tmall over 8 consecutive nifghts, with the CEO of the brand, Stephane de La Faverie, joining the launch. A new version of their signature product, Advanced Night Repair (known as little brown bottle or 小棕瓶 was promoted in collaboration with Weibo beauty influencers who posted with direct click-through to the brand’s Tmall campaign for instant sales.
Lancome – emojis and artists
Lancome customised recognised emojis with a focus on pink, relevant to Lancome‘s signature product Tonique Confort (known as Pink Water, 粉水) . The brand launched a limited edition gift set of a pink head band and pink emoji toys designed in collaboration with 13 Chinese artists including graffiti artists, illustrators and jewellery designers. Lancome launched the campaign with an offline art show in Beijing that was also live-streamed.
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