Top 10 luxury brands’ heart-warming Lunar New Year online campaigns
Promotions from leading brands, such as Louis Vuitton, Chanel and Dolce & Gabbana, celebrating Year of the Dog, highlight importance of Chinese market
This article was written by Yiling Pan and originally published in Jing Daily
With China’s growing importance to luxury brands, more and more are making devoted efforts for Lunar New Year.
To capitalise on the holiday season, a time when the giving of gifts is popular, a great number of luxury brands have not only released products commemorating this year’s zodiac animal, the dog, but also launched tailored digital campaigns.
Below, we evaluate 10 of the luxury brands’ campaigns, counting down to the most successful and engaging for Chinese consumers.
10. Chanel
Lunar New Year has not been a major priority for French fashion powerhouse Chanel.
Last week, the brand hosted a small online event inviting consumers to try out its Gabrielle Chanel Fragrance.
Users who fill out their personal information online before the event closes can go to the nearest boutique to collect a sample.
While the online invitation, which Chanel posted on both Weibo and WeChat, was open to the public, the number of perfume samples was limited.