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18 July 2022

LUXURY BRANDS IN CHINA LAUNCHED LOCKDOWN CAMPAIGNS. HERE’S WHAT WE LEARN FROM THEIR SUCCESS. 📱

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 

#prada #china #chinatrends #genZ


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