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Resonance recently launched a campaign for Nina Ricci’s L’Eau perfume for their My Secrets campaign. During the campaign teaser, we partnered with popular artist Guan Chun, who created three unique works of art featuring the Secrets of Chinese Women.
After the teaser phase which spread across Weibo, Resonance created and launched a WeChat mini-site for Nina Ricci’s L’Eau, along with a mobile app that allowed visitors to tell us their secrets. Each secret was then posted to an anonymous public wall.
Performance exceeded expectations with a record number of netizens joining the engagement and sharing their secrets, breaking previous benchmarks. The campaign helped to create a bond with China’s netizens through WeChat while still adhering to Nina Ricci’s brand DNA: a young spirited women, bright and beautiful, sensual and complex.
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Resonance Launches WeChat Mobile Site and App for Nina Ricci.
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