“Vacheron Constantin, a super luxury watchmaker from the Richemont Group, was launching a new limited edition watch in China. Their objectives were simple, deliver high engagement for the brand, standout in a new way, and drive sales both online and offline.
A challenge to say the least in the very competitive luxury watch space.
Social media is the best way to drive engagement, but how to deliver ecommerce sales and still uphold the luxury experience? This is a major question facing all luxury brands entering into the ecommerce space.
Our solution was to use WeChat as a way to engage consumers, drive online sales, and to keep the premium image. We launched the end-to-end premium experience on social to store in the luxury category.
We partnered with WeChat to provide the first trial of the new moment ad targeting a/b format in the luxury category and to deliver the VC end-to-end luxury online ordering to store experience.
The campaign was hand picked by Tencent as best practice in the luxury category and showcasing their new A/B moment ad feature.”