Burberry has released a social media campaign celebrating the Lunar New Year as it continues its voracious pursuit of the Chinese fashion market (it now owns more than 50 stores in the country).
Plugging into China's biggest messaging platform WeChat, which boasts 650 million monthly active users, the initiative promotes Burberry's Lunar New Year gift collection of cashmere scarves, iconic trench coats, totes and accessories. These pre-existing products have been reworked in a special colour palette of blues and pinks, along with Burberry's iconic "Parade Red" and flashes of gold.
Users who access Burberry's WeChat account can interact with the collection by tapping, swiping and shaking their phones to 'unwrap' gifts and personalise holiday greetings, which can then be forwarded on to others. They can also shop the Lunar New Year collection, and enter a prize draw to win physical versions of limited edition envelopes and holiday cards. All items, including the envelopes, can also be bought in stores or via Burberry.com from January 6 2016.
The campaign follows Burberry's super-sized Christmas collaboration with US animation giant DreamWorks Studios on an interactive billboard experience in London. Shoppers customised Burberry scarves for the big screen using the brand's mobile app. See our blog post for full details, as well as Digital Christmas, 2015.
For more on Burberry's digital strategies, see The Social Media Sell, S/S 16 Catwalks: Digital Innovations and Luxury Online for Millennials. For further insight into capitalising on Chinese New Year, see Understanding Chinese New Year and Retailers Tap Chinese NY. Also look out for analysis of 2016's best case studies in early February.