Resonance has just released the Michael Kors China Social Campaign Report. This issue will review how Michael Kors launched the Jet Set campaign on digital and social channels to support a flagship store opening in Shanghai and create awareness for a major celebrity event.
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The brand made use of every asset in their ecosystem to create an innovative campaign that combined local influencers with global celebrities and unique mobile experiences to connect with Chinese consumers. To download, visit the China Social Branding Report.
Below are a few highlights from the report:
Michael Kors Jet Set App
The MK360 app allows consumers to experience Jet Set campaign events.
Michael Kors created the MK360 app to allow users to experience the Shanghai Jet Set event through an interactive experience that combined immersive 360-degree views with smartphone technology. By giving users a unique and engaging way to consume event content, Michael Kors was able to sustain awareness and provide a buzz-worthy format to see global brand ambassadors and China celebrities interact with the brand.
Michael Kors Key Opinion Leaders
Michael Kors partners with China fashion influencers to localize brand message.
Michael Kors worked with a wide range of key opinion leaders for the Jet Set campaign – ranging from global brand ambassadors and Hollywood celebrities to Chinese supermodels and fashion bloggers. This allowed the brand to establish global credibility in the eyes of Chinese consumers as well as connect with them through the lens of on-the-ground fashion influencers.
Michael Kors Campaign Results
To create awareness for the Shanghai Jet Set event, Michael Kors used product giveaways and retweet contests to create campaign buzz on Weibo to tease the event and build excitement online. The brand deployed numerous key opinion leaders at the actual event to post in real-time and provide targeted audiences with direct access to activities and celebrities. After the conclusion of the event, Michael Kors placed an emphasis on generating views for the Youku recap video as well as encouraging followers to download the MK360 app.
The full report includes a detailed content and social strategy analysis, along with campaign posting timeline and KPI metric results.
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Michael Kors China Social Campaign Report
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