Givenchy China - 2010/11 Marketing Campaign

Key Visual.jpg — To activate the digital marketing of Givenchy in China, which helped to rapidly increase the brand awareness, whilst to efficiently collect data of consumers for setting up a long-run communication channel.

Findings in China Digital World

- Fashions brands were focused to build brand awareness by initiating digital marketing in China, especially on social media;

- Most of the existing fashion brands launched digital campaigns only for brand awareness instead of CRM;

- Fashion brand preferred to talk to users passively, customers and medias required to generate their own discussion after the brand had created the fashion topics.

Our Strategy

To assemble and inspire existing Givenchy fans, as a fashion distributors - to influence the potential targeted audience.

- To rapidly increase the brand awareness of Givenchy via social media platforms;

- To develop a Givenchy Fans community and set up a communication channel, so to capture CRM data;

- To get better understanding on customers’ behaviours for future marketing strategy.

Overall Performance in the First Six Months

New Official .CN Website: PV 200% increase, UV 162% increase

CRM & Database: 300K targeted audience reached, 15 times increase in new VIP data

Weibo Fans Growth: official account - 23K; Fans club account - 16K

SNS Buzz: 800+ valuable celebrities, 38K+ quality fans, 1K+ original posts with over 10K+ forwarding

The Most Influential KOLs: official account - 李晨nic, 小布, YiMRLS-LiuRM, Ming奚梦瑶, Aven; Fans club account - 韩火火, iamsmallfry, Dipsy迪西, 郭铭洋Miya, 新Monday潮流网BeeWEB

Givenchy Community App: 500 times increase in new potential customer data, 600+ brand & consumer images generated, 100K+ product appearance and selection made