TIFFANY  KEYS  CHINA  SOCIAL  CAMPAIGN  REPORT      

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TIFFANY  KEYS  CHINA  SOCIAL  CAMPAIGN  REPORT      

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Welcome to the China Social Campaign Report.

ABOUT  THE  CSCR  MarkeVng  campaigns  in  China  provide  a  unique  opportunity  to  observe  brands  acVvaVng  and  integraVng  their  digital  and  social  channels.  Whether  in  service  of  a  new  product  launch,  brand  heritage  exhibiVon,  or  seasonal  sales  promoVon,  campaigns  reveal  each  brand’s  blueprint  to  creaVng  buzz,  engaging  fans,  and  driving  conversion.          LEARNING  FROM  EXAMPLE  These  reports  will  take  a  deep  dive  into  the  strategy  and  mechanics  behind  the  stages  of  each  campaign.  At  this  level  of  detail,  we’ll  learn  just  exactly  how  marketers  integrate  the  properVes  of  each  digital  asset  in  combinaVon  with  offline  acVviVes  and  KOL  influence  to  achieve  their  objecVves.      

ASK  US  ANYTHING  This  report  will  open  the  door  to  deeper  quesVons.  For  this  purpose,  we’ve  created  a  subscriber  forum  at  resonancechina.com/answers  where  readers  can  ask  us  anything  from  the  report.  We’ll  have  our  researchers  and  strategists  moderaVng  the  forums  and  ready  to  answer  any  quesVons  asked  with  professional  experience  and  addiVonal  supplemental  research  when  required.      ABOUT  RESONANCE  Created  in  2009,  Resonance  is  a  preferred  China  social  media  and  branding  agency,  with  a  specific  focus  on  fashion,  luxury,  and  lifestyle  brands;  headquartered  in  Shanghai,  China.  To  find  out  more,  visit  us  at  resonancechina.com  

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TIFFANY  KEYS  CHINA  SOCIAL  CAMPAIGN  REPORT      

Tiffany launches a custom Weibo app to create a hub for fan participation.    1.  ARTIST  &  CELEBRITY  INTEGRATION  The  campaign  was  based  on  a  series  of  portraits  painted  by  renowned  Chinese  arVst  Yu  Hong,  capturing  campaign  ambassadors  Li  Na  (tennis  champion),  Zhang  Ziyi  (actress),  and  Li  Yuchun  (pop  star).      2.  CAMPAIGN  MICROFILMS  Tiffany  produced  three  high-­‐quality  microfilms  documenVng  the  arVst’s  interacVon  with  each  celebrity  as  well  as  their  personal  stories  of  unlocking  possibility  in  their  lives.    3.  STORE  LOCATOR  Tiffany  provides  a  link  to  a  store  locator  on  the  brand  website  to  capture  purchase  interest.    4.  PRODUCT  BROWSING  The  Weibo  app  featured  9  Tiffany  Keys,  linking  to  product  pages  on  the  brand  website.    5.  FAN  PARTICIPATION  The  brand  invited  fans  to  parVcipate  in  campaign  social  sharing  acVviVes  through  the  Weibo  APP.    6.  LAUNCH  POST    Tiffany  launched  the  campaign  through  Sina  Weibo,  working  with  media,  fan  clubs,  and  KOL  influencers  to  generate  nearly  6,000  fan  retweets.      

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TIFFANY  KEYS  CHINA  SOCIAL  CAMPAIGN  REPORT      

Tiffany uses WeChat to create an additional channel for user content sharing.    1.  PHOTO  CUSTOMIZATION  Through  the  Unlock  the  PossibiliVes  WeChat  minisite,  followers  can  upload  photos  for  customizaVon  with  a  filter  inspired  by  Yu  Hong’s  painVng  style.      2.  KEY  SELECTION  Users  choose  from  one  of  three  keys  to  associate  with  their  portrait.    3.  INSPIRATIONAL  MESSAGE  Users  choose  from  one  of  nine  inspiraVonal  quotes.    4.  PHOTO  UPLOAD  User  photos  can  be  uploaded  or  taken  directly  from  their  smartphone  camera.    5.  APPROVAL  Tiffany  sends  the  customized  photo  to  parVcipants  through  WeChat  as  well  as  a  link  to  a  webpage  where  the  image  can  be  shared  to  Sina  Weibo.    

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TIFFANY  KEYS  CHINA  SOCIAL  CAMPAIGN  REPORT      

HAVE  A  QUESTION?    ASK:  RESONANCECHINA.COM/ANSWERS  

Have More Questions? We’ve Got Answers Online.

ABOUT  CSCR  

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ASK  US  QUESTIONS  IN  THE  FORUMS  Digital  in  China  can  be  complex,  and  there  are  always  quesVons  that  this  report  cannot  answer.  For  this  reason  we’ve  created  a  Q&A  forum  where  you  can  log  in  and  ask  us  any  quesVon  from  this  report,  and  our  staff  of  consultants  will  get  back  to  you  with  answers  within  48  hours.      YOUR  PERSONAL  CONSULTANT  Our  consultants  are  made  up  of  our  research  and  strategy  teams,  who  have  access  to  Resonance’s  community  managers.  Everyone  on  the  forums  has  pracVcal  experience  running  social,  digital  campaigns  in  China  and  are  the  most  qualified  to  help  answer  your  quesVons.  

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TIFFANY  KEYS  CHINA  SOCIAL  CAMPAIGN  REPORT      

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