A new playbook by Gusto Luxe, Asia’s leading integrated consulting, digital and marketing agency, outlines how brands can drive sales traffic across China’s digital eco-system through creative crossovers and localised collaborations.
The playbook aims to guide global luxury brands through the unique world of next-gen digital media on which Chinese consumers connect, browse, livestream and buy.
For case studies and platform tips, download the playbook.
This extract from the report looks at spurring UGC and leveraging cultural moments:
Spurring User-Generated Content
Maybelline launched a “limited-edition mahjong” activity from January 10 to 15, 2020 on RED to celebrate Chinese New Year. People could participate through either by liking, saving and commenting on Maybelline’s recent RED post to get attention, or by sharing this post with a friend and @Maybelline. Among the over 1,300 engagements, 8 lucky participants received Maybelline’s special limited-edition mahjong as a new year gift.
Letting the customers be the ambassadors
Japanese brand IPSA posted a 42 day challenge on RED, which asked participants to use one of the brand’s products for 42 days and share their experience on the platform. While the brand did not create a specific hashtag for the challenge, fans created the topic #42天自律有ME# (#42 day self-discipline ME#), which has been included in 90,000 posts. This is significantly better result than the brand’s challenge post with total engagement of 427.
To promote its Advanced Night Repair (ANR) eye serum, Estée Lauder launched a special ‘锦鲤wink’ (‘lucky wink’) selfie filter on Douyin. If followers uploaded a photo using the filter and @ the brand, they would get a chance to receive a free ANR product. The promotional video was viewed over 4.9 billion times thanks to top-tier KOLs re-posting the campaign.
Giving back to charity
Chinese cosmetics brand Chando (自然堂) launched a charity campaign named #种草喜马拉雅 (#let’s plant grass in the Himalayas) in 2019. People who used special stickers on Douyin and posted their related video with the campaign hashtag, had a chance to receive special gifts. During the campaign, Chando promised to plant 1 million square metres of grass in Xigaze, Tibet. The hashtag’s related videos had 780 million views.
Leveraging cultural moments
Linking to tradition
Herborist (佰草集), the premium Chinese beauty brand, posted a video featuring two masters doing traditional Chinese Tai Chi which highlight the key feature of its product: Yin and Yang (Day Care and Night Care) to achieve a balanced and healthy skin condition
Tapping into the contemporary
Shiseido collaborated with popular Japanese anime (hand-drawn and computer animated cartoons) “A chain of short stories about their distance”” to promote its cherry blossm collection on March 8, 2019, or International Women’s Day.
Fenty Beauty posted a series of detailed tutorials by Rihanna on RED. Followers were told about the tips and favourite techniques that Rihanna uses, and how she creates some of her signature looks – as well as how they can attempt the same application and finish.
Leveraging the trend for dating in lockdown, to promote its new lipstick, Perfect Diary (完美日记) (also known as China’s Glossier) posted a video about how to have a date with your boyfriend via video call. It recommended various colours of lipstick based on different types of boys, like ‘science geek’, ‘younger boy’, ‘unromantic boy’ and several more.