Best Practice This Month

Apr 2020 Edition

Social insights

TABLE OF CONTENT

Spotlight cases

• Market recovery in the China market• Livestream in China

• Kappa IP cobranding campaign• Calzedonia women’s day campaign

Social insights

Luxury brands’ social activities are bouncing back from COVID-19 in China.

A very clear shift in China social media and general media trends started to take place since February. Many luxury brands observed China government-led policies and quickly adapted campaigns catering to the then-and-current society moods and behaviors.

Now, brands have already moved to a recovery phase on digital activities in terms of media buy, social content and e-commerce.

KEY ACTIVITIES CHANGES

PRESENT

Back to frequent media buy activities

Brand new product & celebr i ty dressing content

Explore and increase act iv i t ies on var ies e-commerce p lat forms/channels

No social media buy (ad) dur ing outbreak of COVID-19

Encouragement /posi t iv i ty content

Maintain original e-commerce platforms

PREVIOUS

Market recovery in the China market

WeChat Moments ad in MarLink to WeChat Mini-P with

e-commerce function

WeChat Moments ad in MarFor 2020 SS Women

Link to official e-commerce website

WeChat Moments ad in MarFor 2020 Winter Women Fashion Show

Link to fashion show moment on official website

WeChat Moments ad in MarFor new collection The Kaia

Link to WeChat Mini-P with an integratede-commerce function

Using WeChat Moments ads for fashion show exposure as well as driving traffic to new collection e-commerce.

n Hermes & Saint Laurent opted for WeChat Moments ads for more accessible brand exposure as well as more accurate targeting.

With a well-established e-commerce website and WeChat Mini-p, Hermes used the ad to drive traffic to their e-commerce on both platforms.

WECHAT MOMENTS ADS OFFICIAL E-COMMERCE SITE E-COMMERCE MINI PROGRAM → /

Market recovery in the China market

WeChat Banner ad in FebFor Valentine’s DayLink to WeChat Mini-P with e-commerce function

WeChat Banner ad in MarFor 2020 Summer CollectionLink to WeChat Mini-P with e-commerce function

WeChat Banner ad in MarFor SS20 Product LaunchLink to WeChat Mini-P with e-commerce function

Marketing recovery on Chinese market

WECHAT BANNER ADS E-COMMERCE MINI PROGRAM →

n This period saw Louis Vuitton opted to invest even more in WeChat Banner Ads, which allows more exposure with the same type of investment (as WeChat Moments ads) and achieved a relatively lower CPC(Cost Per Click).

WeChat Banner ad in MarFor GG Psychedelic CollectionLink to WeChat Mini-P with e-commerce function

WeChat Moment ad in MarFor GG Marmont CollectionLink to WeChat Mini-P with e-commerce function

WeChat Banner ad in MarFor 2020 SS CollectionLink to WeChat Mini-P with e-commerce function

n Gucci used mix approach of WeChat banner and moment ads every week for a new collection to maximizeexposure and traffic to e-commerce on mini-program

Marketing recovery on Chinese market

WECHAT MOMENTS ADS E-COMMERCE MINI PROGRAM WECHAT BANNER ADS+ →

ORGANIC CONTENT_LUXURY BRANDS ACCOUNT

LUXURY BRANDS ACCOUNT CONTENT IN MARCH

March DIOR GUCCI SAINT LAURENT VALENTINO JIMMY CHOO ROGER VIVIER

Total WeChatPosts

16 3 Main + 2 Sub 3 2 3 3

WeChat ContentSummary

Total WeiboPosts

57 33 17 27 43 17

Weibo ContentSummary

CelebritiesCollaboration

Yes Yes No No No No

33%

16%17%

17%

17%

Valentine's Day

Eyeglasses

2020 SS

Products RecommendationNew collection

34%

33%

33%

Winter 20

Women's Day

20 Summer

50%50%

2020 FW

New Collection

19%

6%

19%6%

25%

12%

13%

Women's Day

2020 FW

2020 SS

Jewelry &WatchPerfume &MakeupNew Collection

Others

34%

33%

33%

Celebrities Dressing

New Collection

Others

67%

33%

New Collection

2020 FW

3%2%17%

9%

35%

9%

25%

Coronavirus RelatedWomen's Day

2020 SS

Jewelry & WatchPerfume & MakeupNew Collection

Others

3%

61%

36%

Coronavirus Related

Celebrities Dressing

Others

11%

48%15%

26%

2020 SS

2020 FW

Celebrities Dressing

Others

12%

29%

12%

47%

Winter 20

Summer 20

Clebrities Dressing

Others

46%35%

19%

Celebrities Dressing

2020 SS

Others

59%41%

Celebrities Dressing

2020 SS

Marketing recovery on Chinese market

Livestream

n 2020 Fashion show livestream

n Social livestream (RED/Douyin)

• Most brands have livestream capabilities on their official website,however with the currentlivestream trends and userbehavior, brands have begun tocooperate with Chinese localsocial platforms like Weibo andTencent.

• Reported by Jing Daily on Feb 26th, National Chamber of Italian Fashion has collaborated with Tencent to livestream all its runway shows. More than 30 brands garnered 16 million views on Tencent Video.

• With COVID-19, livestream in China kicked into high gear with fashion show streaming which later led to many platforms opening up livestream functions tocompete for traffic and attention.

2020 FASHION SHOW LIVESTREAM BRANDS LIST

BRAND PLATFORM PV Date

CHANEL TENCENT & Weibo 19,863,248 03/03/2020

LOUIS VUITTON WeChat N/A 04/03/2020

HERMES Official Website N/A 01/03/2020

GUCCI Weibo 20,404,000 19/02/2020

PRADA Official Website N/A 20/02/2020

BURBERRY Official Website N/A 21/02/2020

TOD’S Website & Taobao N/A 21/02/2020

GIORGIO ARMANI Official Website N/A 23/02/2020

FENDI Weibo & Website 1,200,000 24/02/2020

DIOR Weibo & Website 12,190,000 25/02/2020

SAINT LAURENT Official Website N/A 26/02/2020

LANVIN SECOO 24,671 26/02/2020

CHLOE Official Website N/A 27/02/2020

LOEWE Official Website N/A 28/02/2020

CELINE TECNET 807,173 29/02/2020

THOM BROWNE Official Website N/A 01/03/2020

BALENCIAGA Official Website N/A 01/03/2020

GIVENCHY Official Website N/A 02/03/2020

Fashion show livestream overview

Platform: WeiboPlatform: WeiboFashion show video teaser with the livestream reservation Fashion show video

teaser with Tencent and Weibo link

Fashion show livestream example

Feb 29 Mar 1 Mar 2 Mar 3

TAKEAWAY①:Big name luxury brands like Chanel / Louis Vuitton / Gucci have developed a mature system for fashion showlivestreaming, with a livestream teaser being announced each day leading up to the event.

239746

Fashion show livestream exampleTAKEAWAY②:A key figure such as a major influencer (KOL) or celebrity can help amplify livestream and drive traffic by reposting.

Actress: Qian Song Actress: Zhou xun Actress: Xin zhilei Super model: Liu wen Actress: Liu shishiPlatform: WeiboTotal engagement: 239k+ for 5 celebrity reposting

Fashion show livestream exampleTAKEAWAY③:• Chanel turned off the live comments section during fashion show livestream to create immersive and luxury experience for

audience.• Chinese livestream platforms views (8.6million) are 11-times the views of Instagram Livestreaming (0.77million), indicating

livestream as significantly influential channel and strong trend for brands.

View：5.4million View：3.2million

Comments function not available

Key takeaways for fashion show livestreaming

“ T r a f f i c

“ E x p e r i e n c e

• Top luxury brands all have teaser (1-3 days) announced repeatedly before the formal show is on.

• Brand ambassadors and influential KOLs can help drive attention and traffic for fashion show livestream.• Platform cooperation like Tencent and Douyin can bring huge users and exposure organically.

• With the popularization of livestreaming, Chinese audience have higher requirements in user experience: for example, high definition video, fast internet connection on the stream.

• To ensure audience have better experience during the livestream fashion show, it is better for brands to

turn off the comments so that user can enjoy immersive experience. Although comments function can

enhance the interaction between audience and livestreamer, it can be argued that the experience of the fashion show catwalk may be more important.

Livestream

n 2020 Fashion show livestream

n Social livestream (RED/Douyin)

Social Livestream

• Social livestreaming is becoming the norm for shoppers; luxury brands are now

taking daring approaches aiming at driving

sales conversion, by cooperating with

social platforms or media for livestream .

Platform / Media cooperation

Social Livestream

• The setting and lightening need to fit a premium, luxury tone rather than being ‘approachable’, otherwisecomments will complain about the setting was too low-end for the luxury brand.

• Burberry opted to do livestream in one of their retail stores which is a comparatively safe play.01Setting & Lightening

02Presenter

• Livestreams should at least be equipped with the 1+1 combination:• Which is ONE MC(responsive to comments, and able to weave together educational angle as well as

humor ) + ONE brand representative(who understand the brand in every detail)

With COVID-19 affecting foot traffic and retail, many brands, especially luxury brands are now exploring sales driven activations - resulting in many brands working with top KOLs and experimenting with livestreaming. What luxury brands should be aware before livestream debut?

03Product

• Livestreaming is a great format to create ‘IT’ items, product selection should be succinct and most should cater to popular needs or trend.

• For sales conversion, brands should prepare the landing destination on their respective Tmall or E-

commerce-functional Mini program, or official website to make sure the product link will be presented

during livestream and make the conversion more effective and seamless.

Social Livestream Takeaway

What brand/product is suitablefor livestream driving sales?

Should livestream only aim attraffic and sales conversion?

How can luxury brands take astep further on livestream?

• Brand/Products with high daily purchase frequency and low risk.• Whether it can sell good on livestream depends mostly on its purchase frequency.

• Not always. As a new approach of digital marketing, livestream is abouteffectively delivering information.

• Livestreaming provides a different way for the brand to communicate andinteract with their audience, which can also be perceived as an approach tobuilding brand awareness.

• What audience actually needs from a livestream host is exclusive service andbelonging to a group, the kind which luxury brands have been developing offline.

• If luxury brands do want to leverage livestreaming, segmented push can beconsidered to create VIP-only livestream and sell high value products via miniprogram to provide luxury, catered experience online for targeted individuals.

Spotlight Cases

Key Takeaway:• Brand aging is a challenge that brands with an established history

always face. IP collaboration is an effective way to ensure brands stay relevant amongst audience – leveraging new traffic from the IP to push awareness to your brand.

• IP cobranding product is able to accelerate social buzz and loyalfans can be effectively converted into sales.

• However, brands should be selective on IPs to ensure the right type of traffic and quality can be ensured.

Result：• Total Exposure: 2.5million+ (10 times than non-campaign period)• Total Engagement: 21k+ (2 times than non-campaign period)

Mechanism：• The Kappa official account fully incorporated the IP material to

produce co-branding product, creating IP emoji, launch challenges (games) to encourage user generated content.

• Leverage a KOL as a leading content generator by shooting a Shin-chan imitation look to further drive buzz for the collection.

• Kappa has been working on brand rejuvenation and recently launched co-branding campaign with intellectual property (IP) Crayon Shin-chan targeting younger generation.

KAPPA IP COBRANDING CAMPAIGN

KAPPA OFFCIAL ACTIVATION

Cobranding product Post with incentive (Crayon Shin-chan accessory)to enhance engagement

Launch Challenge toencourage UGC

Crayon Shin-chan emoji

• Kappa official account take fully use of IP material to produce co-branding product,create IP emojis, launch social media challenges to encourage user generated content.

KAPPA KOL COOPERATION• The cooperation buzz was further amplified through 12 KOLs who shot a Shin-chan imitation look to

lead content generation and further drive buzz for the collection.

Key Takeaway:1.A Limited budget usually means a brand can only leverage one app’s ad,

however multi-screen apps can leverage open ads on multiple platforms,which is highly cost-effective.

2. Ali multi-screen app also has data connection to Tmall, this allows brands to integrate data from click to conversion across multiple platforms to one centralized hub. Data integration is essential for precise consumer behavior tracking, analysis and more efficient targeting & segmentation in future campaigns

3. By leveraging a top celebrity, target audience has higher click-rates and re-visits to the Tmall store, along with double engagement in the store compared to benchmark

Mechanism：• Alibaba owns several platforms (Music/Video/Browser/Travel/Map/Book app).

The eco-system allows brands to push ads through a central channel out to these diverse platforms.

• Calzedonia leveraged Ali eco-system’s Multi-screen app and Taobao banner ads to maximize traffic from all Alibaba-related apps

• Calzedonia launched a media campaign to drive traffic and enhancesales conversion during Women’s Day using a cost-effective method.

CALZEDONIA WOMEN’S DAY CAMPAIGN

Result：• Total Exposure: 12million+• Total Engagement: 708k+• Click rate 3.64% （*Click rate benchmark : 1%）

7th~8th March

9th~12th March

A TESTFor cashmere collection

B TESTFor FIT collection

CALZEDONIA WOMEN’S DAY CAMPAIGN