in China Michael Kors

The ‘In’ crowd: Michael Kors bets on Chinese photo sharing app ‘In’


By Charlotte McEleny, Asia Editor

February 10, 2016 | 2 min read

Premium fashion brand Michael Kors is seeking to build awareness in China by partnering with its ‘number one’ photo sharing app ‘In’.

The execution, launched for Chinese New Year, sees 10 branded ‘stickers’ created for the brand that users can add to pictures and personalise content with.

It’s the first time Michael Kors has partnered with a photo sharing app in this way, according to the brand. It sees a globetrotting monkey celebrating the Lunar New Year in cities around the world, the creative of which is also being used on other platforms such as Instagram.

For In’s 60 million-strong users more specifically, they can place the monkey, as well as popular products like the Selma, Greenwich, Rhea and Sutton bags, and the branded #MonkeyAround hashtag, onto their images through the collection of Michael Kors “IN” stickers.

While apps like Facebook Messenger have adapted the ‘stickers’ function in Europe and the US, the popularity of such personalisation hasn’t hit the scale of that in Asia. The majority of messaging apps in different markets, such as China’s WeChat or Japan’s Line, sees heavy use of the function.

in China Michael Kors

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