Branding BuzzBrands Harness The Chinese New Year

Brands Harness The Chinese New Year

Brand Campaign Alert: #BottegaVeneta ramps up the heat with an expertly crafted campaign that pulls in several key components.

I highlighted this in a post on Instagram and wanted to share my thoughts as well as what the “buzz” generated by their campaign.

BOF’s Instagram
 
Link to BOF article: Bottega Veneta Hosts a Brand Takeover On the Great Wall of China

 

The major brand takeaways from this campaign are:

 

1. Expert use of color for symbolism while tying in cultural importance. 

This shows the brand’s willingness to incorporate the people it is seeking to market to in a sophisticated manner. 

 

2. Celebrating a national monument and tapping in to the history it invokes.

The Great Wall of China is one of the most recognizable wonders of architecture with a strong tie to China’s national pride. The rich history associated with it is the perfect anchor for a luxury brand seeking to celebrate a storied past while demonstrating it is ready to be a part of the country’s booming high end fashion market.

 

3. Charity tie in.

Not just lip service: the brand is pledging a donation to help preserve/maintain the Shanhai Pass, which is a major pass of the Great Wall. 

 
‘’These days, traditional festival marketing is a hit-or-miss task for luxury players in China’s market. And as the end of January approaches, Chinese New Year 2022 — aka the Year of Tiger — is right around the corner. As such, CNY marketing rivalries are already heating up.

However, nailing the cultural tone of a CNY campaign has always been a pain point for global players, thanks to growing nationalist sentiments and the picky tastes of local consumers. And of the luxury brands that have already kicked off Chinese New Year campaigns, Bottega Veneta is the only one to take a bold step by getting rid of all typical cultural symbols and, instead, featuring a highly nuanced and localized perspective.

In a world of digital transformation, the Kering-owned house is a pioneer in the marketing arena, making loud moves by, ironically, going mute on social platforms. Bottega Veneta quit all social media in the West in January 2021 and, a month later, took its content off Weibo in China, maintaining a presence only on WeChat. It’s a strategy that also gets echoed in the brand’s latest CNY initiative.

With the unveiling of Bottega Veneta’s latest dedicated CNY project, Jing Daily explores how the Italian house incorporates cultural relevance while maintaining extreme brand consistency, as well as the secrets behind its unique communications and marketing strategy.  Continue reading (Jing Daily)

 

THE CAutionary Tale

Vogue talks a bit about how brands  need to have caution when dealing with cultural traditions within the luxury Chinese market.

Luxury fashion brands play it safe for Lunar New Year

Amid China’s crackdown on a myriad of sectors from celebrity fan culture to gaming, as well as Chinese netizens’ lower tolerance for tokenism, brands are approaching the holiday with caution.  

Gucci, Valentino and Marni are among luxury brands releasing Lunar New Year capsule collections in China, all about the Year of the Tiger. While the campaigns are ramping up, experts note that brands are taking a more cautious approach in order to avoid missteps in luxury’s biggest growth market.

Read the entire article here.

GUCCI

The Lesson

I think brands can learn a lot from this campaign even if operating on a smaller  level and just collaborating with communities. Authenticity is a great way to build relationships.

 

                                                     Lunar New Year Women Collection

Did you know #bottegaveneta deactivated its Instagram to try a new marketing approach. There is no official IG for the brand…but still it is thriving and pushing forward in terms of building prestige and brand awareness. 

Get outside the branding #fashion #China #luxury #TheGreatWallofChina #Bof 

Credit: #BOA, BottegaVennetta.com, 

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