Burberry launches two red bags in its first WeChat mini-program
The brand’s mini-program campaign takes the form of a social game in honour of Chinese Valentine’s Day
This article was written by Tamsin Smith and originally published in Jing Daily
Following the likes of Longchamp, Gucci, Michael Kors and Fendi, Burberry has become the next global luxury giant to open an official WeChat mini-program. The brand’s mini-program campaign takes the form of a social game in honour of Chinese Valentine’s Day – or Qixi – that this year falls on August 17.
Mini-programs, essentially apps within WeChat, have established themselves in China’s online ecosystem since launching early last year. For luxury brands, the feature now offers the opportunity to connect and engage with more than 280 million daily active users, according to a recent report by research agency ALD.
Burberry’s new mini-program encourages followers to participate in a game with their partners, based on discovering different types of relationships. After a short quiz, with questions like, “Which shirt would you most like your partner to wear on a date?” (all Burberry, of course), couples are matched with one of 27 different “relationship outcomes” to describe their partnership – including “when cats meet dogs” and “the tale of ice and fire”.
Completing the game gives the user access to shop Burberry’s latest collection, including two new Qixi bags exclusive to China. For Chinese Valentine’s Day, Burberry has released its red “Belt Bag” and red “Pin Clutch”, which are only available in China on social platforms (WeChat and Weibo), burberry.cn and in mainland China stores. The exclusive Belt Bag is on sale for 17,900 yuan (US$2,620), with the Pin Clutch retailing at 11,200 yuan.
Josie Zhang, vice-president of Burberry in China, said, “Mobile is now the largest digital channel for us in China. The WeChat mini-program allows the customer to experience our brand in a seamless and engaging way, which is perfect for social commerce.”
According to Burberry, the Chinese luxury customer is now demanding social commerce platforms that offer personalisation and responsiveness – to replicate an in-store experience.