Mulberry follows Burberry’s lead and launches on WeChat to tap Chinese audience
Luxury fashion brand Mulberry has made its first foray on WeChat to offer consumers exclusive content as it looks to tap into the growing number of young Chinese consumers.
The account, created in partnership with the brand’s lead China agency Hot Pot Digital allows users to explore Mulberry's collection of iconic leather goods and new products while providing exclusive rich content unavailable on other channels.
Anne-Marie Verdin, brand director, Mulberry commented: “We are constantly looking for new platforms to communicate the depth and breadth of the Mulberry brand and tell the Mulberry story to our consumers. WeChat’s advanced functionality and prominence in the daily lives of consumers means this will be a central tool to communicate with our audience in China and continue to amplify our brand storytelling.”
In addition to featuring products, Mulberry’s WeChat account is currently offering a behind-the-scenes look into its recent Autumn Winter 2014 ad campaign shoot featuring supermodel Cara Delevingne.
In April, Burberry collaborated with the mobile messaging service, as part of a “digital innovation partnership”, to create a “parallel social event” for the opening celebration of its new flagship store in Shanghai. Users were able to interact with a series of London and Shanghai skylines by shaking, swiping or tapping their devices.
Food giant Mondelez also recently signed a partnership deal with WeChat, which has close to 100 million daily users, in a bid to transfer more media spend into the social and online space.