Tamsin Smith
Dec 19, 2017

Why Michael Kors’ Shanghai party is a killer digital marketing campaign

Luxury brand harnesses live streaming and user-generated content.

Last month November American fashion label Michael Kors hosted guests from around the world at the Shanghai Expo-I-Pavilion, as part of a digitally-led experiential event. The new regional strategy sought to entice Chinese consumers through an immersive user-generated campaign, with the lavish event seeing a host of celebrities grace Shanghai for what was heavily tipped as the party of the year.

Using the korsshanghai hashtag, Chinese fans and consumers online were...

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