Swiss luxury jeweler targets the affluent Chinese consumer
An avante garde Swiss luxury watch and jewelry maker wanted to create a splash in the Chinese media, leveraging their recent Cannes Festival participation and legendary parties attended by a “who’s who” of the international circuit. de Grisogono sought to leverage the event to build awareness and desire with the world’s biggest luxury consumers using the digital mediums favored by Chinese audience.
Recognizing the great Chinese firewall and its own digital ecosystem where users cannot freely access popular tools (i.e. Google, Facebook, Instagram), de Grisogono needed a media amplification plan tailored to the unique shortcomings of the Chinese market.
The team started by building a WeChat compatible HTML5 website hosted in China that beautifully showcased de Grisogono’s Cannes participation. Next, a rising Key Opinion Leader was signed to create original content for the brand and seed the digital assets in her social media posts for amplification. A WeChat official account was launched for the brand with articles that received a high average engagement rate of 7%
The targeted efforts reached 71,000 unique interactions with WeChat articles that generated a 7.01% engagement.