Uncommonly Deep Digital Case Studies.
Become a member of the China Social Branding Report and discover how global brands win on Chinese digital & social media.
Resonance has just released the Tiffany China Social Campaign Report. This week, we took a closer look at Tiffany’s recently launched Keys campaign – which saw the brand collaborate with three of the biggest celebrities in China to create an inspirational message that promoted social sharing on Weibo, WeChat, and Douban.
Become a member to Download the Full Tiffany China Social Campaign Report.
Become a member to download the full 19 page report.
Below are a few highlights from the report:
Tiffany Weibo Custom Campaign App
Tiffany pairs a leading artist with major China celebrities to inspire fans.
Tiffany created a Weibo custom app to serve as the hub for the Keys campaign on social media. In addition to using teaser posts and KOL retweets to boost awareness through the official brand account, the custom app created an interactive touchpoint for users to browse long-form campaign videos, learn more about featured products, and participate through a branded photo customization tool.
WeChat Campaign Sharing Minisite
Tiffany creates campaign sharing tools for WeChat.
With the Keys campaign, Tiffany did an excellent job of creating a consistent campaign experience across all brand channels. This included Douban and WeChat, where users could upload their images through an identical customization tool as the Sina Weibo app, which resulted in social sharing across all platforms.
Tiffany Campaign Results
Unlike many luxury brand campaigns, Tiffany did not launch any retweet engagements or product giveaways to create additional buzz for the campaign. The brand relied heavily on the visibility of their three celebrity campaign ambassadors and used KOL influencers, media aggregators, and fan clubs to broadcast their participation to relevant audiences. This allowed the brand to preserve the quality of their fan submissions, as participation was driven by real affinity to the brand.
The full report includes a detailed content and social strategy analysis, along with campaign posting timeline and KPI metric results.
Get the Full Report
Members, download the full report by logging in to your dashboard.
If you’re not yet a member, then click here to choose your membership plan.
Become a China Digital, Mobile, Social Media Insider.
Subscribe to receive fresh China digital insights and get two complimentary social branding reports: Xiaomi & Michael Kors.
Tiffany China Social Campaign Report.
No comments:
Post a Comment