The Social Edition is our weekly series that dives deep into luxury initiatives in China’s social media landscape. Each week, we highlight brand campaigns distributed across Chinese digital platforms – WeChat, Weibo, Tmall, Douyin and beyond.

Our coverage highlights global luxury brands, global beauty brands and local Chinese brands. The latter provides insight into some of China’s most successful campaigns, which often come from local players and are outside of the beauty and fashion space.

In this week’s roundup, we look at three campaigns, including Miu Miu’s push into the handbag category, Lanvin’s WeChat memes for Children’s Day, and Estée Lauder’s anxiety video. a timely message amid China’s post-lockdown uncertainty.

Miu Miu creates her next it bag by harnessing the power of celebrities

MARK miu miu
CATEGORY
Luxury
PLATFORMS
WeChat, Weibo, Xiaohongshu
WAY Image
FEATURED TALENT Liu Wen (26.1 million Weibo subscribers) and 18 other female celebrities

OVERVIEW
On May 30, Miu Miu launched a series of photo campaigns featuring the house’s Miu Wander handbag, showcasing 19 Chinese female talents in various fields. Crafted in tactile Matelassé leather, the new edition of the Miu Wander from the brand’s Fall/Winter 2022 collection builds on its Spring/Summer 2022 debut, this time with durable materials and varying sizes.

INTERNET REACTION
The #MiuWander campaign hashtag racked up 26.7 million views on Weibo, thanks to the combined social influence of the female celebrities featured. Among them, Zhang Yifan, a member of Chinese girl group BonBon Girls 303, got the highest impression on the social platform, receiving 23,200 likes and 7,700 comments in one day. Netizens said that her personality and outlook embodied the Miu Miu girl.

VERDICT
The Miu Wander campaign marks the house’s first exclusive advertising campaign for a handbag. In its previous campaigns, the brand focused on its signature Matelassé lamb leather instead of a certain flagship. As such, this initiative indicates that Miu Miu will devote more effort to the handbag category in hopes of building the next “It” bag. Additionally, through collaboration with local young female faces, the house becomes more relevant to young people in China.

Lanvin celebrated Children’s Day by launching WeChat Memes

MARK Lanvin
CATEGORY
Luxury
PLATFORMS
WeChat, Weibo, Xiaohongshu
WAY Image, WeChat mini-program

OVERVIEW
To celebrate Children’s Day falling on June 1, Lanvin launched a dedicated campaign titled “Big Child, Lil Adult”. Instead of focusing on children, the narrative encourages adults to maintain their childishness and be themselves. In addition to releasing a series of parent-child style inspirations, Lanvin launched WeChat memes featuring the brand’s icon – the fictional Babar the Elephant – which is free for users to download.

INTERNET REACTION
Lanvin’s WeChat memes have received positive reactions from netizens, with comments saying they are “so cute”. However, the overall engagement is relatively low, garnering only 3,600 views in one day. Although Chinese consumers have a preference for cute and cuddly things, popular IP is crucial for wider distribution, as evidenced by the Loewe x Spirited Away and Gucci x Doraemon collections.

VERDICT
Typically, luxury brands rarely curate content for Children’s Day, an occasion targeting underage consumers. In contrast, Lanvin is dedicated to experimenting with local trends and never misses any marketing opportunity in China. The house has cleverly used the holidays to speak to adults in their 20s and 30s about being authentic and childish themselves. However, knowledge of the featured Babar needs to be improved among local buyers who are unfamiliar with this character.

Estée Lauder empowers women to say no to anxiety

MARK Estee Lauder
CATEGORY
Beauty products
PLATFORMS WeChat, Weibo, Xiaohongshu
WAY Image, Short-video
FEATURED TALENT Shi Ce (531,000 Weibo followers) | Zhong Chuxi (7.8 million) | Wu Yue (1.5M)

OVERVIEW
Estée Lauder launched a dedicated campaign titled “With Collagen, No Anxiety” to promote its Revitalizing Supreme+ collection, a premium skincare line targeting consumers with anti-aging requirements. The campaign includes a short film featuring three Chinese female celebrities, describing how they face anxiety in their daily lives and encouraging other women to listen to their hearts.

INTERNET REACTION
More than 1.4 million Weibo users watched the one-minute campaign video, and the hashtag #With Collagen, No Anxiety received nearly 26.9 million views in one week. The high social traffic also shifted to the brand’s Tmall flagship store ahead of the 618 Shopping Festival. The featured Revitalizing Supreme+ soft cream has recorded monthly sales of 10,000 pieces on Tmall.

VERDICT
Anxiety has become a common feeling among Chinese consumers facing some degree of post-lockdown uncertainty. By highlighting struggles at work and at home, the campaign easily resonates with today’s Chinese women who juggle multiple identities. Meanwhile, the brand sent out a message encouraging female consumers to buy the high-end skincare products as a way to pamper themselves.

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