01. Pomellato’s New Virtual Try-On Takes the WeChat AR Experience Up a Notch.

Pomellato recently unveiled a new virtual try-on experience in WeChat.

Although they’re not the first luxury brand to do so on WeChat, their iteration is noteworthy for four reasons:

1. Pomellato’s virtual try-on is tightly integrated with their WeChat e-commerce Mini Program. Rather than functioning as a stand-alone feature in the Official Account (as an AR try-on page by Chaumet does), the virtual try-on can be accessed both from product pages and through a button on the Mini Program home page.

2. While browsing, shoppers can see badges indicating which rings have the feature. Once on the product page, they can click to see the ring fitted on their hand. Additionally, once within virtual try-on, shoppers can easily jump to any ring’s product page.

3. In another upgrade from Chaumet’s AR try-on, where the user must appropriately size and arrange the ring, Pomellato’s s instantly “places” it on the user’s finger. The feature provides built-in suggested ring combinations, allowing shoppers to “try on” several at once.

4. Shoppers can easily share pictures of their bejeweled hands. One click produces a sharable card with their photo and a QR code connecting to the feature. The dozens of combinations and bright colors encourage several rounds of trying on rings and exchanging photos.


02. The Best Chinese New Year Campaigns on WeChat

2021 has seen several complex, successful luxury CNY campaigns. Jing Daily recently came out with their top five picks: Prada, Burberry, Adidas, Gucci, and Balenciaga. These campaigns featured everything from applauded collaborations (think Doraemon and Gucci) to introspective micro-films and clever Gen Z appeal. Read their article here.

We would like to add five more to the list for the high engagement they’ve earned on WeChat: Hugo Boss, Dunhill, Versace, Calvin Klein, and Tommy Hilfiger.

Calvin Klein and Tommy Hilfiger garnered high participation through interactive games, style calendars, giveaways, and beloved KOLs. These dizzying CNY campaigns featured weeks of competitions, cross-platform integration (Weibo hashtags, for example), and gamified experiences.

Hugo Boss, Dunhill, and Versace earned praise for their wise KOL choices and, especially for Dunhill and Versace, their “retro” Chinese style.

Join us for our upcoming Webinar in collaboration with Qumin, Chinese New Year on WeChat: How luxury brands leveraged WeChat to build emotional connections with Chinese consumers. We’ll dig deeper to analyze how several of these campaigns utilized WeChat and did – or didn’t – make a cultural connection. Register by here and join us on March 3rd!


03.Tiffany & Co. Created the Perfect CNY Gift Giving Mini Program.

Tiffany & Co. created the perfect CNY gift-giving experience with their updated WeChat Mini Program.

We loved their set-up for a few reasons:

The Mini Program is easy to navigate with three sections: Gifts for Him, Gifts for Her, and Home Products. This is in contrast to other multi-faceted and sometimes convoluted CNY campaigns on WeChat.

The Home Products featured on-point CNY must-haves like a mahjong set and tea service, along with lifestyle staples like pet accessories. According to a McKinsey & Company report , consumers are expected to trend towards “silent luxury” (as opposed to flashy wear) and items that can be considered investments in the wake of the COVID-19 crisis. This trend makes Tiffany’s jewelry and subtly branded home items all the more appealing.

The gift-giving focus was also in-line with this year’s consumer trend of “nesting” (as shown by the predominance of home goods in Taobao’s most searched items) and with consumers’ reported willingness to spend more on meaningful gifts for special people in their lives.

Other luxury brands’ CNY campaigns have focused on earning points and prizes, making Tiffany’s approach feel clean and fresh by contrast.
Seeing as several items from all three gifting sections have already sold out, it seems Tiffany’s approach was a success! And, yes, the mahjong set is among the sold-out items – we know, we were sad too!


04. Personalization on WeChat Helps Brands Stand Out During CNY

It’s hard to get noticed amidst the CNY noise, as one might already conclude from the above highlights. However, personalization on WeChat can be a big help. A November report by McKinsey & Company on Chinese Gen Z consumer habits found that “more than half (51 percent) of China’s Gen Z consumers prefer brands that offer customized products.” These three luxury brands have taken that to the digital level in their CNY WeChat offerings:

1. Voice: Kenzo followers can send a voice-message mini card greeting – and receivers get a coupon to use in the Kenzo e-commerce mini program.

2. Video: Ralph Lauren fans get to create their own video, complete with an animated ox and wearable horns. Then users are prompted to register for red envelope covers.

3. Text: Berluti lets users write their own branded digital greeting card (which, when shared, comes with a QR code to access VIP service).

Personalization makes branded CNY greetings all the more shareable and encourages users to spend more time in the brand’s WeChat world.
With so many red envelopes, stickers, and greetings exchanged on the app, these free, personalized, and branded items may get significant use. In the fierce competition for digital attention during CNY, this means a lot.


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