WeChat Report, the Year in Luxury: The Keys to Succeed in 2018

Transcription

1 WeChat Report, the Year in Luxury: The Keys to Succeed in 2018

2 EDITORIAL Today, China leads the world in technical innovation and WeChat is its most iconic ambassador. With more than 900 million daily active users (as of September 2017) and close to 40 billion messages exchanged daily, WeChat is now more than ever the daily life tool for Chinese netizens. On the business front, Chinese consumers represent +32% of all luxury goods sold worldwide, with Chinese travelers accounting for an increasing share, and WeChat represents the perfect tool to connect with these consumers. Today s leading luxury brands have anchored WeChat at the center of their O2O strategy in China, operating on three main pillars: Social, CRM/Data, and E-Commerce. On the social front, luxury brands strongly improved their digital creativity (HTML5, Canvas, Gaming, VR, Mini Program, etc.) and combined social campaigns with KOL engagement and significant media buying investment to increase impact. In 2017, we saw a clear shift away from traditional media spending in favor of digital media where the ROI is more immediate and transparent. Furthermore, luxury fashion brands have taken a page from FMCG brands and begun to implement CRM integration, message segmentation and advanced user tagging based on social behavior and consumption data. Some of them have gone a step further and developed WeChat loyalty programs aimed to increase user engagement and drive repetitive spending. Finally, 2017 witnessed the rise of 3rd party luxury platforms (Luxury Pavillon, Toplife, Viplux, Secoo), coupled with the emergence of the WeChat mini program and an increased investment by brands into their own.cn websites. WeChat provides the perfect ecosystem for luxury brands to court the Chinese consumer, from immersive branding campaigns to boutique appointment systems and integrated WeChat e-commerce. This report will focus on the best practices from 2017 and the new technologies that your brand should be using to succeed in Alexis Bonhomme, CuriosityChina Cofounder & Chief Strategy Officer

3 TABLE OF CONTENTS Quarterly Best Practices. Quarter 1. Quarter 2. Quarter 3. Quarter What s Next for Luxury Brands? Mini Program - The Game Changer WeChat Brand Zone - The Next Frontier

4 PART Luxury Brands Quarterly Best Practices

5 Quarter 1

6 CASE STUDY - Lady Dior Case Study: HUGO BOSS VR SHOPPING & CRM BINDING Immersive experience highlighting new products Mechanism: VR shopping experience with 360 degree video + membership binding Objective: Drive purchases and increase signups by offering an exclusive gift to new members. LANDING PAGE PROFILE VR SHOPPING

7 CASE STUDY - Lady Dior Case Study: Givenchy x Mr. Bags Givenchy limited exclusive edition product e-store for Valentines Day Mechanism: Pop-up E-Store for limited edition bag cross-promoted via influential KOL, Mr. Bags. Accessible via both Mr.Bags and Givenchy s official accounts Objective: Generate buzz and drive sales of limited edition bag Mr Bags Post Givenchy Post E-Store

8 CASE STUDY - Lady Dior Case Study: Tory Burch Boutique Appointment Save O2O campaign to increase CRM binding and promote in-store events Mechanism: H5 landing page linked to CRM binding and booking mechanism with coupon to drive conversions Objective: Drive traffic to offline boutiques while ensuring user data collection Landing Page Boutique Selection Event Schedule Confirmation

9 Quarter 2

10 CASE STUDY - Lady Dior Case Study: Hermes Club O2O campaign to achieve RSVP for offline event Mechanism: H5 introduction of the club event while providing RSVP entrance for offline event Objective: Drive traffic to offline event while ensuring user info collection Landing Page Introduction Page Introduction Page

11 CASE STUDY - Lady Dior Case Study: Chaumet VR Visit Immersive VR visit to promote the exclusive Forbidden City exhibition Mechanism: VR experience with dedicated guide for 360 degree exhibition exploration of the Forbidden City exhibition Objective: Provide immersive user experience to explore the once in a lifetime exhibition particularly for those who could not attend Event Review

12 CASE STUDY - Lady Dior Case Study: Furla 90th anniversary Interactive gaming campaign for Furla s 90th anniversary highlighting the brand s iconic products Mechanism: H5 Quiz to match products to the year they launched Objective: Increase user engagement with viral gaming mechanism while highlighting the brand history Quiz Landing Page Quiz Page Result Page

13 CASE STUDY - Lady Dior Case Study: Gucci VR Campaign VR experience introducing Gucci s customizable patches for bags Mechanism: Gucci leveraged VR video to immerse users in the brand universe amongst stylish Gucci-clad dancers Objective: Provide exclusive user experience while highlighting newly launched items WeChat Post Gucci Patches VR Video

14 Quarter 3

15 CASE STUDY - Lady Dior Case Study: Prada Chinese Travelers Campaign Offline to Online Campaign targeting Chinese travelers at Galeries Lafayette Mechanism: WeChat post invited travelers to discover the brand s 2 POP UP stores with exclusive products Objective: Drive traffic to offline store and attract Chinese travelers in Paris POP UP Stores Window Display Exclusive Product

16 CASE STUDY - Lady Dior Case Study: Coach Valentine s Day Campaign Coach ambassador Selena Gomez signed 7 of her customized bags to be promoted on WeChat Mechanism: WeChat post announcing the launch of the limited edition bag with a chance to win one Objective: Drive sales and encourage sharing Launching Post Selena Gomez Product Details

17 CASE STUDY - Lady Dior Case Study: Loewe Valentine s Day Campaign Limited edition product launch for Valentines Day Mechanism: Post to launch limited edition Loewe Valentines Day bag with direct purchase link to buy on Tmall Objective: Direct sales driven to Tmall store Notification Post Post Page Tmall Entrance

18 CASE STUDY - Lady Dior Case Study: Chanel Pseudo Live Streaming User friendly pseudo live-streaming for product usage demonstration Mechanism: Pseudo live-streaming experience through various videos that recreate the impression of live-streaming without the risk Objective: Celebrity endorsement to promote Chanel beauty products and capitalize on the live-streaming trend Landing Page Step-by-step guide Demonstration Video

19 CASE STUDY - Lady Dior Celebrities E-Magazine: Stuart Weitzman Customized Stuart Weitzman pseudo search engine for celebrity looks Mechanism: The brand leveraged HTML 5 technology to create a search engine highlighting different celebrity looks Objective: Showcase strong celebrity endorsement Landing Page Yangmi in SW Shuqi in SW

20 Quarter 4

21 Case Study: Dior Sauvage Campaign O2O Campaign to promote Shanghai store opening Mechanism: HTML 5 interactive game that requires users to collect 6 products in order for the balloon to land in Shanghai Objective: Create buzz leading up to the opening via a viral gaming mechanism and drive traffic to store Landing Page Sauvage Video Game Page Result Page

22 Case Study: Tory Burch Christmas Count Down Christmas countdown with tips for Christmas decoration, cooking recipes and fashion tips Mechanism: Christmas count down HTML 5 with 9 hidden sections. Users must unlock all sections for a chance to win a gift Objective: Creative content for the holiday season to highlight products and encourage peer to peer sharing Landing Page Count Down Page Matching Tips Cooking Recipe

23 Case Study: Burberry Holiday Gifting Gaming interaction to highlight Christmas gift ideas from Burberry Landing Page Game 1 Mechanism: HTML 5 game where users can interact by tilting, shaking, and swiping their phones to complete 6 different tasks each linked to a different product. Objective: Provide a fun, sharable game to promote Burberry products Game 2 Game 3

24 Case Study: Mr Moncler in HK Bus Ads O2O campaigns to create buzz leading up to the HK store opening Mechanism: HTML 5 Mr. Moncler world wide tour campaign. Users could input their contact information to receive invite for opening. Linked to pop-up mini program store with exclusive products. Campaign was promoted online and offline via bus ads Mr. Moncler Tour H5 Mini Program Moments Ad Objective: Generate buzz for HK store opening and drive direct sales online and offline

25 Case Study: Jimmy Choo IWANTCHOO Puzzle Game Interactive gaming campaign to promote IWANTCHOO collection launch Mechanism: Interactive HTML5 game where users must find IWANTCHOO hidden a word puzzle. The game drives to the e- commerce store. Objective: Promote the new collection with a catchy shareable game and drive sales Landing page Game Page E-Shop Page

26 PART What s Next for Luxury Brands? Mini Program - The Game Changer WeChat Brand Zone - The Next Frontier

27 Mini Program

28 Mini Program - The 2017 Game Changer What is a Mini Program? The Mini Program is a new development capability within the WeChat platform that launched in January Development time is short and enables brands to build mini applications with a seamless user experience all expertly integrated within the WeChat ecosystem. Added value of Mini Program Multiple points of exposure including nearby function serves as free advertising on the WeChat platform Better user experience with faster loading speed, quick access and customized experience Allows for easier identification between Followers & Customers High Exposure High Content Flexibility E-commerce enabled

29 Mini Program Entrances Displayed on account profile page Official Account Menu QR code scan online & offline WeChat Post Sharing on moments Share to friends Mini Programs Nearby (geolocalized) Access via Chat

30 CSR Case Study - Kering Group (Environment P&L Education) Kering group environmental profit & loss educational mini program Mechanism: Interactive mini program allows users to input product details in order to calculate the environmental impact based on 3 pillars: selling, manufacturing, sourcing Objective: CSR communication and education platform Landing Page Product Page Impact Result Page

31 Gaming Case Study - Gucci (Sticker Gaming + Gift Card E-Shop) Mechanism: Gucci UGC mini program where users can personalize photos with branded stickers Objective: UGC & E- commerce Redirects to Gucci gift card mini program Purchase perfume, wallet, candles, cups etc products WeChat payment available Share to friends as a gift Landing Page Add Sticker E-Shop Landing Page

32 O2O Traffic Case Study - Burberry (Offline Customization Service Appointment) Mechanism: Mini program for offline customization service appointment Select stores Choose date Fill in personal info Online Customer Service available Member Center Objective: Collect customer data and drive to store Landing Page Home Page Choose Store

33 Membership Case Study: Michael Kors (Membership Program) Mechanism: Loyalty Mini Program Objective: Michael Kors created a Mini-Program for their membership card which allows users to access the member center directly via WeChat Landing Page Mobile Verification Sign up form Member Center

34 UGC Case Study: Longchamp (Community Sharing) Mechanism: Store locator & latest product collection update Objectives: Provide store locator services, as well as to allow users to discover newly launched products and to upload their Longchamp experience through text and images. Landing Page SH Store Locator Upload UGC

35 Customization Case Study: Longchamp E-Shop + Customization Service Mechanism: Longchamp customization E-Shop allows users to personalize the Pliage bag choosing from different color combinations and patches. Premium gift wrapping service available Objective: Create marketing buzz and drive direct purchases on WeChat. Landing Page Customization Page Package Option

36 E-Shop Case Study: DIOR Giftcards Mechanism: E-commerce Mini Program, Users can choose to buy gift cards via Mini-Program, which come in various designs Objective: Drive sales and new customer referrals Landing Page Select Product WeChat Payment

37 E-Shop Case Study - Stuart Weitzman Mechanism: Interactive E-Shop + gaming mini program that links products to personality cards ; Fill in personal info to pick up in nearby offline stores Landing Page Product Intro WeChat Payment Objective: Direct sales and store traffic driving Personality Cards Verification Info

38 E-Shop Case Study - Moncler Landing Page Select Quantity WeChat Payment Mechanism: Exclusive products only available on mini program/hk new store, online customer service available, support delivering to home Objective: Direct sales Product Page Verification Info

39 E-Shop Case Study - KOL Rebecca Mechanism: Pop-up Branded E-shop KOL Rebecca s owned brand e-shop Results: 9 SKU, 2 Hours, 3M RMB Sales Value Key success factors: Strong, loyal community Leverages new technology Landing Page Product Details Product Page

40 WeChat Brand Zone

41 What is WeChat Brand Zone & Added Value What is WeChat Brand Zone WeChat launched this new feature in December, which allows brands to display their official WeChat accounts, boutiques, and other customized content to users who don t subscribe to their content. Instead, users can search directly for the brands they want to visit. Added value of WeChat Brand Zone This new function will allow brands to conduct flexible traffic control within the brand zone as it could be redirected from one section to another. It is also a good first step to a traffic monetization Provide a complete brand zone with all its WeChat services integrated through one main entrance, such as WeChat official account, mini program, or any customized / developed function/services Exposure to users that are not following the official WeChat account

42 How to Find WeChat Brand Zone Boutique Store Official Account Customized Function Update WeChat to V Search Chats Window Search Brand Name

43 WeChat Brand Zone - WeChat Store Case Study Gucci WeChat Store Redirect to website for direct sales Cartier WeChat Store Redirect to H5 store for direct sales Longchamp WeChat Store Redirect to mini program for direct sales

44 WeChat Brand Zone - Customized Function Case Study Cartier Christmas Selection Redirect to H5 Store for direct sales Gucci 2018 SS Collection Redirect to Website for product descriptions Michael Kors Bags Customization Redirect to Website for customization service

45 WeChat Brand Zone - Brands Currently Present

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