Celebrity endorsements are a common practice among Chinese brands, but few use celebrity followings to maximize engagement on their own social channels. Cartier, Coach, Versace, and Longines are a few brands that have done so.
Coach partnered with Sina Weibo and WeChat to run a series of personal profiles of New York-based artists and entrepreneurs, as well as supermodels Liu Wen and Karlie Kloss. Brand fans were encouraged to share their favorite video profiles to win a satchel purse. In addition to the global campaign, Coach China ran a local campaign starring Taiwanese-American pop star Wang Leehom, which generated nearly 29,000 discussions on Sina Weibo.
Versace promoted the grand opening of its new Shanghai flagship store on Sina Weibo in partnership with fashion magazine Femina. The brand asked users to vote for the outfit they thought pop star Li Yuchun should wear on the red carpet and share it on social media with the hashtag #My Choice for Chun-Chun#. Thanks to Yuchun’s strong following, the campaign received 25,000 impressions despite Versace’s relatively low community size of about 10,000 followers.
Watch brands Cartier and Longines tapped older male actors, and used video to resonate with a Chinese audience. Cartier featured Hong Kong actor Andy Lau in a “Tank MC” video promoting the MC men’s watch collection, and the piece has received 2.4 million views since October. Longines made a promotional video for the Beijing Masters 2013 equestrian event starring Hong Kong actor Aaron Kwok.