Campaign Asia

How brands are missing opportunities with wealthy Chinese

The authors of a research report by Ruder Finn and Consumer Search Group discuss brand innovation and omnichannel retail strategies.

In industry first, Dior Beauty debuts livestreaming sales on WeChat

The hour-long livestreaming session took place in Chengdu on November 16.

Influencer marketing: What luxury brands in China need to know

Do celebrity investments pay off equally on different platforms? And what difference does the influencer make? A Gartner report sheds some light.

Are Chinese millennials bored of celebrity brand ambassadors?

Some brand ambassadorships—such as Dior’s recruitment of Angelababy and Zhao Liying—have been met with raised eyebrows from Chinese consumers.

The case of the fake pillow: JD.com hit by counterfeit accusation

Company maintains that influential novelist received the wrong product, not a fake.

How Tiffany’s China strategy combats economic turbulence

A chat with the company's CEO Alessandro Bogliolo on Tiffany's upcoming Shanghai exhibition, the trade war, and the brand’s overall strategies in China.

Is streetwear a tool of self expression in China?

Born in Californian surf and skate culture, streetwear has become a form of self-expression and a subtle political statement in China.

4 key takeaways from McKinsey’s Chinese Luxury Consumers 2019 report

Despite the current economic uncertainty, McKinsey is confident about the pivotal role that Chinese luxury shoppers will continue to play in the global luxury market.

Katy Perry visa denial? A checklist for hiring celebrities in China

Zero tolerance: Five things China's government and/or public won't accept in celebrity endorsers.

Weibo has more influence over China’s Gen-Z consumers than WeChat

The post-95s generation is also less sensitive about price than previous generations, finds an Accenture study.

Bulgari’s Chinese New Year campaign wasn’t kosher

A short-lived WeChat promotion attempted wordplay involving the word "jew" and the mandarin word for pig.

China’s state media investigates fake followers of celebrities

In an investigative video, CCTV journalists demonstrated how easily one could find an agency in China to boost an account’s digital popularity.

Calvin Klein embraces diversity with first-ever Women’s Day campaign for Asia

Challenging gender norms in the Asian cultural system will not be easy. Calvin Klein’s latest regional campaign is a brave shot.

WeChat opens its closed ecosystem for brands

The new feature signals Tencent’s ambition to make WeChat an all-encompassing digital platform, connecting social media marketing, e-commerce, and payments.

How China’s wealthy online shoppers buy depends on where they live

Report from Alibaba's Tmall and CBN Data Center also notes two demographics that are still largely unnoticed by most luxury brands.

Alibaba and Tencent’s fight over Chinese cashless spenders escalates

Rivals provide real-money discounts and deals during 'cashless week'.

Alibaba unveils 'Luxury Pavilion' courting super-wealthy Chinese

The platform hosts Burberry, Hugo Boss, Maserati, and the LVMH-owned brands Guerlain and Zenith, all labels that already had flagship stores on Tmall.