Best Practice This Month

February & March 2021 TABLE OF CONTENT

Latest Luxury Market Showcase ● Chinese New Year Campaigns ○ Kenzo’s ‘The Ox’ Capsule Campaign ○ Moschino Chinese New Year campaign

● Valentine’s Day Campaigns ○ Gucci’s Valentine’s Day Collection ○ Louis Vuitton “Volt Collection” Valentine’s Campaign ○ Bvlgari “Serpenti Forever” Collection ○ Tiffany & Co Modern Love Campaign

● FW21 Fashion Shows ○ Celine Hommes FW21 Collection Campaign ○ Louis Vuitton Women’s FW21 Fashion Show ○ Dior Women’s FW21 Fashion Show

Curiosity Spotlight Cases ○ Bally 2021 CNY Campaign ○ Christian Louboutin 2021 CNY Campaign

❏ Latest Luxury Market Showcase ❏ Chinese New Year Campaigns Kenzo’s ‘The Ox’ Capsule Campaign February

Campaign Summary Kenzo released its Chinese New Year (CNY) capsule collection, paired with creative assets to boost brand exposure and purchase conversion.

Mechanism An interactive H5 was launched, encouraging users to customize their CNY couplets, and redeem Kenzo Tmall coupons.

Highlight • A series of “CNY’s Outfit of the Day (OOTD)” visuals made by Chinese fashion illustrator Jiwei to draw young audiences’ attention.

• The Weibo hashtag #KenzoCNY# has received 18M+ views and discussions on Weibo.

Kenzo’s customize spring couplets Kenzo’s ‘The Ox’ Capsule Campaign February

“CNY’s OOTD” visuals made by Exclusive ‘The Ox’ Capsule collection Chinese fashion illustrator Jiwei. Moschino Chinese New Year Campaign February

Campaign Summary To celebrate the Chinese New Year in February, Moschino launched its CNY capsule collection.

Mechanism Moschino encouraged the audiences to engage with the H5 running game to win coupons and a limited Mahjong set to enhance their omnichannel approach.

Highlights • Brand leveraged traditional CNY elements such as red and ox to resonate Chinese audience.

• The social buzz was generated to offline retail store to boost sales.

Predominantly red and gold, the collection celebrates the auspicious colors of happiness, and good fortune for the new year. Moschino Chinese New Year Campaign February

H5 game page win the coupons and Mahjong set offline retail store to redeem ❏ Valentine’s Day Campaigns Gucci Valentine’s Day Collection February

Campaign Summary Gucci collaborated with photographer Brad Elterman on their new “Gucci Love, love & Love” collection, just in time for Valentine's Day.

Highlight • Gucci has been consistent with their paid media investment and celebrity endorsement to increase exposure. • The social content was further redirected to Gucci’s e-commerce platforms. Louis Vuitton “The Volt Collection” Valentine’s Campaign February

Campaign Summary Louis Vuitton’s “ The LV Volt” collaborated with celebrities to promote this new graphic collection of unisex jewelry for Valentine's Day.

Highlights • Chinese celebrities Dilraba, Ou-yang Nana, and Fan Chengcheng featured the collections to boost social buzz on Weibo, WeChat and Red.

• Louis Vuitton easily generated a huge social buzz with 240M+ views and 4.49M discussions on Weibo. Bulgari “Serpenti Forever” Valentine’s Collection February

Campaign Summary To join the Valentine’s Day celebration, Bulgari released the “Serpenti Forever” collection supported by paid media to drive the traffic to the mini program store.

Mini-P store Serpenti Forever” Collection Tiffany & Co. Modern Love Campaign March – love theme related, but not for valentine’s

Campaign Summary Tiffany launched the Modern Love campaign on Weibo and Douyin by cooperating with COSMO for celebrity & KOL collaboration.

Mechanism • Tiffany released a series of celebrities videos on Weibo, WeChat, Red, and Douyin to increase buzz in advance • Zhang Bozhi, as the hero celebrity of the campaign, attracted huge traffic • Besides Zhang Bozhi, Tiffany also collaborated with COSMO to produce 3 love stories with celebrities Mao Buyi and Ma Boqian, KOL couple Shouer Fu and her husband, and celebrity friends Jin Jing and Jiang Sida.

Highlights

• Hashtag #ModernLove# received a total of 210 million views and 55K discussion on Weibo • 4 Videos received a total of 293K likes on Douyin; the one involved Zhang Bozhi received 217k likes alone ❏ FW21 Fashion Shows Celine Hommes’ FW21 Collection Campaign February

Campaign Summary Celine‘s men’s show for FW 2021 arrived in the form of a medieval-themed film - Teen Knight Poem. The show was synchronized on China social media.

Mechanism • To warm up for the show, Celine released a series of preview clips on Weibo, WeChat, Douyin, to increase buzz in advance.

• The full show was officially launched on Feb 9th, supported by paid media and KOL collaboration to amplify the awareness.

Highlights • The show was also launched on WeChat Video Channel, which was rather a quite advanced move for luxury brands.

• The hashtag #TEENKNIGHTPOEM# received a total of 66.08M views and discussions on Weibo. Celine Hommes FW21 Collection Campaign February The 13-minute long show was creatively directed by Hedi Slimane, was shot on location at the 16th Century Loire Valley hunting lodge, a monument dripping in French Renaissance history.

Celine’s homme show for FW 2021 arrived as a medieval-themed film - Teen Knight Poem. Louis Vuitton Women’s FW21 Fashion Show March

Campaign Summary Louis Vuitton Women’s FW21 Fashion Show arrived in China in the format of livestreaming. The virtual show on Weibo received a total of 37M views.

Mechanism • To warm up for the show, Louis Vuitton released a series of teaser videos on Weibo, WeChat Mini-Program, Red, and Douyin to increase buzz in advance.

• The livestreaming was officially launched on March 10th, on Weibo, Douyin, WeChat Mini-Program, and WeChat Video Channel，supported by paid media and celebrities collaboration to amplify the awareness.

Highlights • Weibo hashtag # LVWomen’sFW21# received 150M+ reads and 2.17M discussions • Weibo livestreaming received 37.01M views • Douyin livestreaming received 6.77M views Louis Vuitton Women’s FW21 Fashion Show March

Brand Ambassador Liu Yife, Dilireba, and celebrity Fu Jing represented LV to encourage their fans to watch the livestreaming in the personal teasers. Dior Women’s FW21 Fashion Show March

Campaign Summary Dior Women’s FW21 Fashion Show was livestreamed on WeChat Channel, Weibo, Red, Douyin, Bilibili, Tencent Video, and Xiaomi Video platforms.

Mechanism • Preheat videos and pictures were posted by celebrities including Angelababy, Jing Tian, Meng Meiqi to create social buzz • Leveraging Dior brand friend Liu Yuxin to drive traffic • Multiple social and video platforms were used for the show livestream - especially on Bilibili, targeting on the youngest Chinese potential luxury consumers

Highlights • Weibo hashtag #DiorWomenFW2021# received 320M

reads and 9.92M discussions Dior is the only luxury brand lands on Bilibili, showing • Weibo livestreaming alone received 16.54M views a pioneer attitude toward communicating with the youngest Chinese audience group. Dior Women’s FW21 Fashion Show March

Additional to Weibo, BiliBili Dior official also released 3 series videos, having Liu Yuxin playing Truth or Dare. The performances of the videos were extremely high. They out performed all other Dior video, including the one with celebrity Angelababy. Total Views of 3 Liu Yuxin Videos: 376K+ ❏ Curiosity Spotlight Cases Bally 2021 CNY Campaign

Campaign Summary Bally 2021 CNY campaign was fully supported by a 360 marketing approach that covers branding initiatives to reinforce brand awareness and product desirability.

Objective 2020 has been a year full of ups and downs. Bally took CNY season as an opportunity to offer blessings to consumers by presenting limited capsule collection.

Mechanism Bally leveraged on celebrity seeding, and KOL recommendations, and paid media to maximize the social media awareness. Mean while, other digital tools, such as livestreaming and performance marketing, were used to promote products and drive conversion. Bally 2021 CNY Campaign

KOL & KOC approach Livestreaming WeChat Red Packet Christian Louboutin 2021 CNY Campaign

Campaign Summary Christina Louboutin launched its 2021 CNY collection. Through social exposures on multiple platforms, the campaign drives audience to the mini-program for further conversion.

Mechanism Leveraging the ambassador featured asset, CL boosted the collection’s social exposure on Weibo, WeChat, and RED. CL continued its investment on paid media to increase the launch awareness.

The new platform RED was worth exploring with KOL & KOC collaboration, as well as ads investment

Paid Media & KOL collaboration Mini-Program Store Christian Louboutin 2021 CNY Campaign Key Campaign Assets THANK YOU!

@CuriosityChina

@CuriosityChina