CHANEL released its 2020/21 Métiers d’Arts Collection at the Chateau de Chenonceau in France and launched a promotional campaign on Weibo, Xiaohongshu and WeChat.
- Half of the 40 KOLs participating in the campaign are highly followed Weibo KOLs.
- The brand included links to its official website on Weibo posts while at the same time releasing a playlist containing musical numbers from the show on NetEase Music. @FashionModels, @Chrison克里森, @Dipsy迪西 and other KOLs posted about the show in advance to generate awareness.
- The brand also held an exclusive show for the new collection in Shanghai, inviting brand ambassadors @i周迅(Jue Zhou), @刘雯(Liu Wen) and @William威廉陈伟霆.
- The campaign has tracked more than 610M impressions on Weibo via #香奈儿高级手工坊#.