Our Digital IQ Index: Luxury – China finds that 53% of Fashion and Watches & Jewelry brands in China are not present on WeChat, which has 355 million users and is expected to surpass Sina Weibo in popularity. Not one to miss a social opportunity, Burberry joined WeChat in Fall 2013 and used it to promote an event and exhibition celebrating the expansion of the Art of the Trench Campaign to China. Since then, the #Art of the Trench# hashtag has been used more than 80,000 times on Sina Weibo, with a 0.06% engagement rate on tagged posts.
Burberry also collaborated with WeChat to deliver a virtual runway show to fans, who could opt to receive updates from celebrities attending the show. For the opening of its Shanghai store, Burberry hosted a 5-day contest with tickets to the store launch event as a prize. Afterwards, WeChat followers got a view of the behind-the-scenes through a 360-degree panoramic video.
One of the drivers of Burberry’s success on new platforms is cross-promotion. For example, it promoted the Shanghai store opening on Weishi, a Vine-like app which is one of the top-three most downloaded social networking apps on iTunes China. Burberry’s six Weishi videos averaged 6,000 views each. It also posted pictures and videos of the store opening on Facebook, Twitter, and Vine. Burberry’s tactics are good examples for brands looking to enter new social platforms.