Can Wechat Help Luxury Brands Better Discover The Value Of Digital Marketing?

WeChat advertising, which relies on 1 billion months' active users, has become the preferred position for many luxury brand new products.

As more and more luxury brands are testing water digital channels in marketing and sales, WeChat has become a marketing platform they can not miss, but how to speak well with new ideas and tools?

Story? WeChat advertising for

The industry tailored exclusive scenario solution helps luxury brands better discover the value of digital marketing.

Social empowerment

WeChat ads customize solutions for luxury brands

With the expansion of the luxury consumption crowd and the increase of consumption frequency, the consumers'

The path has changed from "search shopping" to "discovery shopping". Social networking has become a direct way to reach the full scene of luxury goods and users.

In particular, the "millennial generation" of young consumers, the fastest growing consumer of luxury goods, use social media as the preferred channel to acquire luxury information.

"Millennial generation" media access to luxury information

WeChat advertising relies on WeChat and WeChat nearly 1 billion of the number of combined monthly active accounts, providing luxury brands with a breadth, depth and efficiency of the digital marketing platform.

First of all, the penetration rate of WeChat advertising in core cities is as high as 93%. Not only does it cover a wide range of luxury brand target users, but also has high user stickiness, and many contact points cover the whole journey of users from cognition to purchase. At the same time, rich advertising creative play and service functions provide the brand with an appropriate exposure environment for in-depth communication. In addition, through multi-dimensional definition and personalized data mining, people can reach the target population accurately, and the closed-loop ecosystem makes pformation easier.

According to the world clothing and shoe net, in 2017, when hundreds of luxury brands launched hundreds of friends circle advertising, WeChat advertising summed up the following four scenarios for different marketing appeals, and customized customized digital marketing models for the luxury industry.

New product release

Rapid expansion of exposure, interpretation of new product selling point

In order to achieve fast and big exposure and expand the marketing appeal of new products, it is recommended that the brand choose a highly attractive form of advertising, such as basic card advertising, graphic / video native promotion page advertisement, etc., and fully interpret the selling points of new products.

The details page of the advertisement can be linked to H5 or native promotion page, presenting excellent ideas and promoting new promotion efficiently.

By expanding the relationship chain, we can find more potential consumers and expand exposure groups.

WeChat advertising has become the preferred position for many luxury brand new products. Chanel launched the 2017/18 early spring vacation series advertising, using basic card advertising, providing immersive experience with the original promotion page, displaying hundreds of products at once, and interpreting the classicism modern culture, with a total exposure of over 35 million.

Holiday marketing

Personalized interactive scenes, directly affect consumer sentiment.

Every festival is an important node of luxury marketing. At this time, advertising can not only narrow the emotional distance with consumers, but also create peak sales volume.

It is suggested that the brand should be used for card advertising (the card ads can be divided into friends' basic card advertisements, friends circle selective card advertisements, friends circle voting card ads), and the functions of the original promotion page and WeChat boutique will be used to drive the sales pformation.

Burberry launched the Tanabata advertising, click on the card advertisement to jump to the seventh star celebrities to declare H5, with the help of star effect to stimulate the fans' active voice, detonate social forces to form mass pmission.

Offline activities

Activating participation in interest and enhancing brand stickiness

Offline activities are important scenes for luxury brands to tell about culture and enhance their stickiness. With the help of online social communication, they can break the geographical limitations, better drain the line, and expand the influence of brand activities.

It is suggested that the brand can better tell the brand story by means of card advertisement, regular video advertisement and so on, which is more exposed and spreading. The inner layer of the advertisement can collect user information in combination with one key appointment, registration form, and so on, so as to enhance users' desire to participate in activities and shop consumption.

Prada publicize 100 years of open house visits and display H5's panoramic view and historical story.

The function of one click registration attracts lots of fans to make an appointment to visit.

Online pformation

Open up marketing chain, drive sales pformation

Online channels can not only effectively drive sales pformation, but also help luxury brands quickly achieve channel sinking and expand consumer groups.

It is suggested that the brand achieve precise orientation through interest labels, consumption preferences and other dimensions. With the help of card advertising and its internal promotion page, it will carry rich information, provide personalized shopping experience, create a "ritual sense" in virtual shopping space, and finally achieve sales pformation through WeChat boutique or e-commerce platform.

Dior for the seventh consecutive year in the circle of friends advertising sales limited handbags, a key jump to WeChat boutique shop to buy, to achieve closed loop, the unit price of tens of thousands of restricted handbags quickly sold out.

Unlimited possibilities of WeChat advertising marketing ecosystem

Unlimited possibilities of WeChat's advertising ecosystem

Moncler CEO Remo Ruffini said: "Chinese consumers are more digitalized than other parts of the world, and they complete social networking, communication and shopping through a WeChat software.

The challenge we face is how to take the lead in all these technological changes.

With the increasing use of WeChat payment, small programs and WeChat boutiques, WeChat's ecological development is bringing more lasting value and more diverse imagination to WeChat advertising.

More interesting reports, please pay attention to the world clothing shoes and hats net.