As the pandemic wages on in Asia, luxury brands took a new approach on WeChat, Weibo, Tmall, Douyin, and beyond—knowing that people, especially Gen Z, want to connect.
One shining example is @Prada’s online culture club, which immersed amidst the lockdowns in China. This online culture club invited film directors, singers, and writers to share their top 3 in their selective fields.
The activation sparked conversations among Chinese youth, particularly Gen Z, who particularly enjoyed “Possible Conversations,” a series of fashion, culture, and life digital talks.
These talks provided a way to connect with others amid Shanghai’s digital lockdown, which halted retail sales and offline marketing campaigns.
The membership-free culture club offered support, security, and a social outlet rooted in the brand’s identity.
What other ideas could brands use to connect during Covid?
Source: Jing Daily