Monthly Insights Report

November 2019 Edition TABLE OF CONTENTS

Industry Insights

• Tmall Double11 Shopping Festival

Spotlight Cases • KKW Perfume • Valentino • GUCCI • Farfetch • Baccarat • Rosewood Industry Insights INDUSTRY INSIGHTS - Alibaba Double11 Shopping Festival

• Alibaba 2019 Double11 Shopping Festival generated RMB 268.4 billion of gross merchandise volume (GMV)

• The sales marks an increase of 26% compared to 2018.

• Top selling fashion brands included: Estée Lauder, Gap, H&M, L’Oréal, Levi’s, MUJI, Nike, The North Face, Under Armour, and Uniqlo. Spotlight cases CASE STUDY - KKW fragrance 11.11 campaign

Kardashian Livestream connect with VIYA

• Kim Kardashian joined the Tmall 11.11 campaign to livestream with top taobao live

streamer VIYA.

• 15,000 bottles KKW fragrance were SOLD OUT VIYA Kardashian in minutes and the livestream reached 11M+

view. CASE STUDY - Valentino

• Valentino latest ‘DAYDREAM’ collection

debuted at the Aman Summer Palace in BEIJING.

• According to Valentino CEO Stefano Sassi,

Greater represents the LARGEST share of

Valentino retail turnover at around 50%. CASE STUDY - Valentino

Celebrity attendance

Celebrity (Actor, Actress, Model, Idol ) in China, Korea, Japan were invited to the show. The event was well-received by netizens as it demonstrates Valentino’s respect for the local market

Liu shihsi Koki xuanyi Shu qi Zhang yixing Fan Chengcheng Rose Lee Dong Wook CASE STUDY - Valentino

Top KOL attendance

40+ China top influencer also attended the show, and created high quality content about Valentino show to drive buzz

Fil Dipsy Gogoboi Xavier HannaSi CASE STUDY - Valentino

3D Online Shopping (Limited Time

Valentino partnered with Tmall Luxury Pavilion 3D Online Shopping to develop an immersive shopping experience. Online shoppers were invited to explore the virtual store and then purchase the products in just a few clicks. CASE STUDY - Valentino

Offline Store offers a diverse product selection

By offering a wide range of products in their offline store, Valentino attempts to appeal to a younger customer. Products range from fragrance to mahjong and pet supplies. Case Study - GUCCI

• GUCCI team up with TENCENT to produce a

series of videos for the new Watches and

Jewelry campaign.

• The “GUCCI inspiration map” series featured 8

influential Chinese artists singer, actor,

idol ,curator) who were invited to explore the

cultural connotation behind GUCCI, and

showcase brand’s core value of cultural diversity

and self-expression. Case Study - GUCCI

Video Content featuring influential Chinese artists

Li yuchun Ni ni Lai guanlin

Wu lei Hacchi Zhou zhennan Song yanfei Case Study - GUCCI

WeChat ecosystem including Moments ads / Dedicated landing page/ E-commerce WeChat Moments ads WeChat Landing Page Link to EC-Mini program Explore Inspiration Map Gucci Brand Story Case Study - Farfetch 11.11 Campaign

Farfetch participated in the 11.11 shopping festival on the JD APP & flagship store with a 22% off discount code.

Mechanism • Content: Create local content with influential artist to resonate with audience and seed product through Farfetch official Weibo and WeChat of Private Client team. • Media: Reach target consumers via Multi-screen APP Launch Adscovering Music/Video/Photo/News/Sports/ Browser/Entertainment app

Result • WeChat Impression52,700+ • Weibo Impression(include ads)69,900,000+

Key Takeaway: • Over 40 luxury brands actively participated in Double 11(11/11) festival ,brands are competing each other for traffic. • Farfetch leveraged new form of media buy to reduce cost and gain consumers’ attention effectively. • Local generated content can help consumer understand and resonate with brand. Case Study - Farfetch Local Content Production

Local content production

• Farfetch shot concept videos with influential artists (actor, director, idol, fashion KOL) to endorse #style# (community style)

• The content was shared across Farfetch China app, Weibo, WeChat, and promoted using Multi screen open ads to resonate with local audience Case Study - Farfetch Product Seeding

Farfetch seeded product via Weibo & private client WeChat

Celebrity Xiao Zhan during 11.11 performance Sold out on Farfetch Farfetch weibo seeding Farfetch Private Client seeding Case Study - Baccarat Popup Exhibition in Shanghai

Baccarat imported 400 legendary collections from France, for the largest overseas art exhibition in the brand’s +250 year history

Mechanism • A combination of WeChat media buy and KOL activation on Weibo, WeChat, RED • Tickets promoted via the Maoyan app.

Result • 61 KOLs engaged free of charge • Engagement for Weibo : +2200

Key Takeaway: • Art exhibition can enhance brand authenticity and show brand heritage while offer better experience to users. • Cooperation with local media and KOL for high quality content generation will be easier to seed and resonate with consumers, also optimize content for SEO. Case Study - Baccarat KOL Seeding

Pitched 61 KOLs to cover Baccarat event on Weibo, WeChat & RED Bacarrat -Media coverage

• Local media produced high quality content and optimized content for SEO, also consumers are easier to resonate with these contents. Case Study - Rosewood 11.11 Campaign

Mechanism • Offer special code to incentivize consumers to book their vacation. • Banner ad campaign • Customize welcome message to further promote offer

Result • Total Exposure: +43000 • ROI: +3300%

Key Takeaway: • Combining the banner ad format with an attractive incentive is an extremely effective way to increase ROI Case Study - Rosewood 11.11 Campaign

Incentive content Media Buy (banner ads conversion)

Receive customized 11.11 Click and direct to RW account homepage Enter Rosewood WeChat account welcome message