01. Goddess festival ads focus on female empowerment
We’ve highlighted three Women’s Day WeChat posts with striking language promoting women’s independence and empowerment.
Chow Sang Sang: “Escape from the shackles of reality.” The post encourages daydreaming and expressing your own story with Meng Jia 孟佳, a Chinese singer and actress who most recently starred in the reality T.V. series Sisters Who Make Waves (a reality show known to spark discussion about feminism).
Swarovski: “Women can be fearless…salute your uninhibited attitude.” The ad appealed to the idea of the strong and independent woman. It featured Wang Yibo 王一博 (the male lead in The Legend of Fei and KOL for over 30 brands). The combination has been remarkably successful, with over 12% engagement on their WeChat post.
Chopard: “Pay tribute to your multi-faceted female power.” The post held a comments-based competition, asking readers to share a story of what makes them “feel feminine power.” The competition has generated thoughtful and earnest engagement, with several readers sharing touching personal stories. One woman wrote, “From poverty to having a car, a house, and savings. I am grateful to my father. He made me think that the difference between men and women is just physical.”
This focus fits within luxury's trend in China of professional, upwardly-mobile women buying for themselves as an act of independence and achievement. While the comments from Chow Sang Sang and Swarovski's posts focused on the adoration of their KOLs, replies to Chopard's prompt indicate that women are listening and eager to participate with brands on issues of gender equality.
02. Swatch and Innisfree feature innovative user-generated content in their Mini Programs
Swatch and Innisfree have taken two different approaches to integrate user-generated content into their Mini Programs, making their brands feel more relatable, accessible, and genuine.
Exploring Innisfree’s MP, you may stop and think, Is that Little Red Book (Xiaohongshu) or Wechat? They have found a genius way to meet the demand for KOL-created content (as shown by the popularity of the Xiaohongshu 小红书 app) in their own WeChat Mini Program with a Recommendations section filled with KOL小姐姐-created articles. It is like brand-curated Xiaohongshu content. Articles are often a compilation of several KOLs' posts or are brand-created with a casual and friendly tone. Users can like an article, add it to a wish list, and even directly add the product it reviews to their cart. By keeping this all within their MP, shoppers can keep their browsing history, earned discounts, and points all together. Innisfree has taken the popularity of KOL-created content and seamlessly integrated it with their Mini Program, an incredibly creative use of the WeChat ecosystem.
Swatch's “Community” section in their Mini Program allows users to create content right there! Users create formatted articles that get posted alongside brand-created articles. Readers can interact with the posts too. It's certainly up several notches from leaving reviews on products as articles are given the same prominence as the brand's posts. Providing space for user-generated content in their MP grants access and influence to their customers, giving them a voice in the brand. Swatch doesn't exert as much control over the content as Innisfree. However, Swatch's does MP only allow those who have purchased a product to create content, ensuring that content is genuine and relevant.
With fierce competition for brand loyalty and an emphasis on individual creativity by Gen Z luxury consumers, Swatch providing a space for their customers to create sure looks clever. Innisfree's recommendations section lessens the need for shoppers to leave their Mini Program and makes the brand feel friendly and accessible.
03. Tag Heuer takes location-based services on WeChat up a level
WeChat is a great platform to drive footfall to your stores. Although offering location-based-services is far from new, especially for luxury jewelry and watches, TAG Heuer's omnichannel approach is notable in its service.
Not only can clients instantly find the nearest boutique in their Mini Program, but from the interactive map, they can both book an appointment and connect with an exclusive consultant for their specific location. The appointment maker also allows clients to specify the visit's goal (shopping, consultation, or after-sales service) and even upload photos.
Most importantly, the exclusive consultant feature connects clients with a sales associate from their specified location. They connect via the consultant's WeChat Work account, so it's just as easy and instant as chatting with a friend. It is as if the customer gets to skip over the generic customer service chat right to a personal consultant. Again, other brands offer WeChat Work contacts of brand associates, but usually only after someone has gone through the trouble of an introductory customer service chat, making Tag Heuer’s offering unique.
04. Boucheron’s clever brand story feature
Boucheron has found a superb way to tell their brand's story. We've highlighted some design elements from their interactive “Family Legend” feature below.
First, it links the reader together with the brand's history through visual transformations that show the historical becoming modern. It conveys a clear sense that Boucheron is rooted in its history and that its heritage continues to live. Secondly, the "Family Legend" feature is story-based. Personal stories are interwoven throughout to make the experience memorable. Since readers remember stories better than straight facts, these faces and mini-histories ensure Boucheron forms a longer-lasting emotional connection with its consumers.
The feature is also designed to be bite-sized, coming in small sections that are quickly completed and encouraging users to continue to the next bit. Finally, each segment utilizes a different physical component, requiring either swiping, connecting, or sliding. Physical action helps people remember the content and emotional connection better, again doubling-down on the sense of connection users feel with the brand.