Bulgari takes the lead with 520 Valentine’s Day celebration

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 Bulgari‘s debut in Tmall and its 520 campaign, Burberry’s non-profit project showcasing Chinese intangible cultural heritage, and the exhibition of sustainable art from Arc’teryx at UCCA Lab.

Bulgari takes the lead with 520 Valentine’s Day celebration

BRAND Bulgari
CATEGORY Luxury
PLATFORMS Weibo, WeChat, Tmall
WAY Image, short video
FEATURED TALENT Ding Yuxi (9.8 million Weibo subscribers) | Yukee Chen (10.7M)

PREVIEW
Bulgari launched its flagship store at the Tmall Luxury Pavilion on April 18, alongside the launch of its 520 (Valentine’s Day in China) campaign. To celebrate the upcoming festival on May 20, the house launched a pink and black Bulgari Serpenti Forever bracelet and shoulder bag in collaboration with “Hey Box”, Tmall’s new product operations center. These special editions, along with the brand’s signature products, are now available for pre-order on Tmall’s flagship store.

INTERNET REACTION
Starring actor Ding Yuxi and actress Yukee Chen, Bulgari’s 520 campaign was well received on the brand’s social media. The 20-second campaign video featuring the two stars reached 3 million views and was reposted 151,000 times on Weibo in two days. Meanwhile, the hashtag #Bulgari’s Tmall Flagship Store Grand Opening garnered 5.4 million views on April 18, marking substantial engagement.

VERDICT
Given the uncertainties of offline retail amid Shanghai’s lockdown, Bulgari’s offering across digital channels is a nimble step to offset the collapse of its physical in-store footprint. Featuring a high-end and distinctive navigation page, its flagship store at Tmall Luxury Pavilion not only provides customers with the same shopping experience and high-end services as physical stores, but also communicates brand stories. rooted in Rome through an intimate and interactive method. .

Burberry launches non-profit project to support intangible cultural heritage

BRAND Burberry
CATEGORY Luxury
PLATFORMS Weibo, WeChat
WAY Image, short video

PREVIEW
Celebrating China’s intangible cultural heritage and women’s work, the “Burberry Craft Designer Training Project” was launched in January in collaboration with the China Women’s Development Foundation and the China Textile Industry Federation. The first stage, featuring Kaili in Guizhou Province, invited 20 Miao women to discuss the integration of modern design into traditional craftsmanship, which was documented in the short film “Under the Skin”.

INTERNET REACTION
The campaign film featuring the Miao group’s indigenous embroidery, batik, brocade, silver jewelry and clothing design has received many positive reviews on Weibo, WeChat and Douyin. So far, he has garnered 1,811 likes on Douyin, along with widespread appreciation for the house’s approach to local culture. Some netizens also shared their experiences of traveling to Guizhou – and how impressed they were with it.

VERDICT
With the rise of the Douyin and Kuaishou short video platforms, intangible cultural heritage (a field once ignored by the Chinese) has been exposed to a wider audience. Burberry is not the first to have exploited this trend: luxury brands like Loewe and Marni have already highlighted old local know-how in their campaigns. But these questions are sensitive. Global brands must be careful to respect indigenous culture and not fall into orientalism.

Arc’teryx Mount Sustainability Art Exhibit at UCCA Lab

BRAND Arc’teryx
CATEGORY Outside
PLATFORMS Weibo, WeChat, Xiaohongshu, Tmall
WAY Image, short video, offline show, live broadcast
FEATURED TALENT Zhang Dachuan (11.5,000 Weibo followers) | Philippe Tinari (38.4K) | Zhang Na (172.9K) | Cui Dan (1M)

PREVIEW
UCCA Lab and Arc’teryx co-hosted the “REBIRD Sustainable Art Exhibition” from April 13-17. Dedicated to caring for the environment, the exhibition featured sustainable artwork from the Arc’teryx × Greater Goods Collection – a design project dedicated to promoting sustainability and upcycling through functional and desirable offerings. . In addition to the pop-up show, the campaign included Chinese KOL art critics speaking out on sustainability in fashion, including designer Zhang Na, UCCA deputy general manager You Yang, and Cui Dan, founder of sustainable fashion content platform CanU.

INTERNET REACTION
Given UCCA’s reputation in the art industry in China, Arc’teryx has certainly found the right partner to launch this project. However, with KOLs’ social following smaller than that of A-list celebrities like brand ambassador Liu Wen, campaign traffic was moderate compared to others featuring high-profile influencers. .

VERDICT
Thanks to the endorsement of the UCCA, as well as articles written by KOLs sharing their views on the collection, this campaign engaged not only fashion and outdoor sports enthusiasts, but also the artistic community. But the run of the exhibition was quite short. This, combined with the COVID restrictions, meant the offline footprint and online distribution were likely negatively impacted, as media outlets and KOLs based outside of Beijing would have struggled to attend in person.

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