Roger Vivier bets big on the new brand ambassador

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The Social Edition is our weekly series that dives deep into luxury initiatives in China’s social media landscape. Each week, we highlight brand campaigns distributed across Chinese digital platforms – WeChat, Weibo, Tmall, Douyin and beyond.

Our coverage highlights global luxury brands, global beauty brands and local Chinese brands. The latter provides insight into some of China’s most successful campaigns, which often come from local players and are outside of the beauty and fashion space.

In this week’s roundup, we take a look at three campaigns, including new brand ambassador Roger Vivier, metaverse game Peacebird, and Converse crossover into furniture.

Roger Vivier announced the Chinese actor as brand ambassador

MARK Roger Vivier
CATEGORY
Luxury
PLATFORMS
WeChat, Weibo, Xiaohongshu, Tmall
WAY
Image, short video
FEATURED TALENT
Allen Ren (24.3 million Weibo followers)

OVERVIEW
On July 5, French luxury designer brand Roger Vivier announced local actor and singer Allen Ren as brand ambassador for its Fall/Winter 2022 collection. The campaign video, in which the star gears up for a first date, explores how different situations affect our mindset — and even our identity. In a statement, the brand noted how Ren’s bold commitment to art and aesthetics aligns with its DNA.

INTERNET REACTION
The campaign hashtags #RogerVivierBrandAmbassador and #Exciting (扣任心弦) received a combined audience of 70 million viewers in 6 hours. The 70-second campaign video featuring the actor has reached over 10 million views on his own Weibo account thanks to his 24.3 million followers. This strong online engagement converted into sales, with Ren-designed products becoming best-sellers in Tmall flagship stores and the group’s offline stores.

VERDICT
Since the luxury shoemaker appointed Chinese Gen Z musician Ouyang Nana as its brand ambassador in 2019, the company has successfully reached out to young local shoppers and reinvigorated its brand image in the domestic market. And now, this partnership with the actor may help the house reach a wider audience. Not only does Ren have a strong fan base of women and girls, but he will also give Roger Vivier’s men’s products a stronger presence with his endorsement.

Peacebird unlocks the metaverse in collaboration with the brand ambassador

MARK bird of peace
CATEGORY Fashion
PLATFORMS WeChat, Weibo, Xiaohongshu, Tmall
WAY Image, short video
FEATURED TALENT Ouyang Nana (21 million Weibo subscribers)

OVERVIEW
On June 29, Peacebird released its Fall 2022 campaign, the Peaceverse Metaverse Project, in collaboration with Global Ambassador Ouyang Nana and digital artist Liu Di. In the campaign video, Nana is the first citizen of the virtual world, leading audiences to explore the mysteries of the universe. The project aims to create an innovative community at the heart of the technological spirit, while consolidating the label’s link with local creatives.

INTERNET REACTION
Peacebird’s foray into the metaverse has received positive feedback from Chinese netizens. The #Peaceverse campaign hashtag and video scored 26 million views and 200,000 views respectively in one week. Weibo users loved Ouyang Nana’s futuristic look, commenting that the ambassador fit perfectly with the campaign’s Web3 concept.

VERDICT
As the metaverse is gaining more recognition in China, local fashion brands have laid out their plans for the virtual world. Although Peacebird’s launch campaign approached this agenda purely conceptually – and really had nothing to do with digital fashion – it garnered considerable online buzz due to the ambassador’s endorsement of the Mark. So this lays the groundwork for future expansion into Web3.

Converse collaborates with Local Furniture Boutique Cabana


MARK Converse, Cabin
CATEGORY Fashion, Lifestyle
PLATFORMS WeChat, Weibo, Xiaohongshu, Tmall
WAY Image, Offline Pop-up

OVERVIEW
Converse has teamed up with local furniture retailer Cabana to launch a pop-up exhibition between July 1-17. Inspired by the dynamic colors of nature, the sportswear brand has launched four new colorways of its signature Chuck 70 – a timeless and classic urban fashion sneaker. . Cabana was then inspired by the four new colors for its interior decoration, organizing four installations in its shop in Anfu Road, Shanghai.

INTERNET REACTION
Thanks to the photo-worthy facilities and location of the Cabana store on Anfu Road (one of Shanghai’s trendiest areas), the pop-up garnered significant offline traffic. Meanwhile, the two brands offered free collaboration shoes to online users who joined Cabana’s membership program or left comments under Converse’s campaign post, effectively boosting online engagement. .

VERDICT
Converse is a collaboration veteran that can always find the right partner, no matter the industry. Although Cabana focuses on designer furniture and home decor, its unique merchandising provides Converse with an alternative retail space. Distinct from typical retail stores, Cabana’s Anfu Road boutique acts as a neighborhood store, which aims to generate a sense of community among its shoppers. As such, the partnership can help Converse solidify the community culture embedded in its brand DNA.

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