Louis Vuitton 2015 Valentine’s Day Digital Plan

The campaign’s theme is “Love, Travel, Memory”. Its objectives are to strengthen brand image, build good relationship, and increase sales. It has two main activations, “deliver your love” on Gmail and app, and “unbox your love” on social media. The timeline is from Jan.10 to Feb.20.

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1. This is Louis Vuitton 2015 Valentine’s Day digital plan. It’s theme is “Love, Travel, Memory”.

2. There are three objectives of this digital plan. First, to strengthen LV’s brand image, which is elegance, inspiration, and innovation, and its spirit of traveling in consumer mind. Second, to develop emotional bond with consumers and build good relationship with them. Give them a sense that LV is more than a luxury brand, it cares about them. Third, to increase sales. LV will develop customized products according to consumers’ request in this campaign.

3. In this campaign, target audiences are people who are falling in love with someone and looking for a special Valentine’s gift and way to show their love. Other common points are wealthy, romantic, loving travel and may have purchased LV’s products before.

4. It has three time sections. The first one is called “inspire” from Jan.10 – 31.Jan. In this period, it will release news on social media to make as many as possible consumers know the campaign. The second one is called “engage” from Feb. 1 – 19. It will encourage consumers to participate in this campaign. The third one is called “measure” from Feb. 20 – onward. At that time, it will collect data from all kinds of social media platforms, websites and analyze results and evaluate the campaign.

5. This is a romantic story. The lady met the handsome man when she traveled to Senlis, a small town near Paris. They fell in love immediately. Several days later, they had to say goodbye and go back to their countries. Before leaving, they exchanged email address. Today (Feb. 14, 2015) is their one year meeting anniversary. The lady planed to fly to Paris to see him but the flight had been cancelled because of bad weather. She felt very sad and wanted to send an email to him. At that time, she received an email from Louis Vuitton. It said “LV, A love-memory-box, delivers you to the one you love”.

6. Louis Vuitton will corporate with Google and its app to launch its “deliver your love” campaign. Gmail users will receive a letter from LV to encourage consumers to deliver a virtual customized love box (LV luggage) which contains items such as love letters, perfumes to show the one you love. When they send the letter, they have the chance to win customized monogram luggage with their initials.

LV will also launch an “#unboxyourlove” campaign on social media. It will invite KOLs to unbox their bags and share their love stories first and then invite consumers to join it. In Instagram, it will emphasize pics and videos. In Twitter, it will update latest news and deliver consumers to Instagram and Gmail. In Facebook:  it will encourage consumers to post  their love story on LV’s Facebook page and vote the top three to get secret gifts.

7. LV will use Google AdWords, Facebook, and Twitter to promote its campaign. It will SEO such as setting different keywords such as “Valentine” “travel” “love” “memory” “luggage” and place the ads when people search for Valentine’s gift, luggage products, traveling places, etc. The landing page will be “love memory box” in LV website.

8.LV can measure the campaign through the number of email addresses they get from ”Deliver your love” campaign by Google. They can count how many people subscribe LV newsletter via the campaign and how many people participant in social media. For sales, LV can know directly how many people purchase customized monogram bag via their website.

9. Total: $11,300 to $20,300

3D animation commercial for ‘love memory box“ campaign: $6,000 to $15,000;

KOLs for “unbox your love” campaign on social media: 5 free gifts: 5 classical wallet; $530*5=$2,650

Free gifts for winners: 5 classical wallet $530*5=$2,650

10. Thank you in French! Bonus: Finally, the young lovers met each other and planed to start next journey.

Why Your Company Ruins Lead Generation on Twitter?

Lead generation is the hottest and most profitable tool for a company to identify its potential customers.  Data from Hinge Research Institute indicates that firms generating 60% of leads online are 2X more profitable than those generating less than 20% of leads online.

You may have jumped into lead generation on Twitter and feel confused why you are in the less than 20% group. Here are reasons.

Bad Tip 1: Word, Word, Word

When a company posts its Call-To-Action (CTA) on Twitter, most of them just post some boring words with no pictures or attractive offerings. How can you suppose consumers find your CTA and click through it to landing page? An ideal length of tweet is 100 characters and 40 characters for Facebook posts. Don’t try to fill out all characters in every tweet. Check out more ideal online content length .

Solution: Visualizing Your Call-To-Action (CTA)

It’s necessary for companies to visualize your CTAs with simple and attractive pictures, gifs, or short videos. An attractive picture can distinguish your post from other boring posts and increase the opportunity to click the link.

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Bad Tip 2: Time, Time, Time

Twitter is messed up with information updates but it doesn’t mean your company needs to promote CTAs all the time. It’s easy to understand that no company promotes CTA at midnight. Find the right time with most active users can increase your CTAs exposure rates and click-through-rate.

Solution: Using Tools To Modify Your Time

Some social media tools such as Klout and Buffer can help you schedule your posts and identify the best time to share. They also recommend famous accounts to follow and articles to share based on your followers interests to increase your company’s influence.

Photo credit: @SiriusXMHits1

How to use WeChat to boost your business

“China, not the U.S., is the most important country to watch as it relates to social and mobile.” —— James Gross 

WeChat has dominated 82% market share of mobile messaging, it’s time for global companies to use WeChat to boost your business. Here are some tips to using WeChat.

This article talks about how to use WeChat to do business in China. As WeChat dominates 82% market share of mobile messaging in China, it’s time for global companies to use WeChat to do business in China (Gordian, 2014). If you don’t do it, your competitors will do it and then you will fall.

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#1: Registering an WeChat official account

The first thing a company needs to do is to open an official business account. It may cost your at least one week to get verification but before that you can still communicate with your consumers. Here is the English version to register your official account: How to register a WeChat Official Account.

Once you open your WeChat official account, you can send group messages, open online visual stores to sell or promote your products and collect data about your followers.

#2: It’s all about content marketing

The next step is to create attractive contents. One WeChat official account can open five categories, you need to decide how many categories you want, what kind of information you want to share with your consumers.

Simply introducing or selling your products is a waste of time. Consumers can unfollow or even block you if they receive too many ads from your account. The smart way is to combine sales with company’s history, culture, and product introduction. Instead of persuading consumers to buy your products, you can make sales more attractive by linking to hot topics and creating stories for your products.

WeChat-HungamaPosting frequency is another important thing. Posting every day may be too much. Trust me, no one wants to see a brand sending too much boring stuff every day. Once a week or two weeks is an ideal frequency. To learn more about WeChat content strategy, check out 3 best practices for WeChat Marketing.

#3 Drive business from online to offline

One more function WeChat has is to drive business from online to offline. You can launch Call-to-Action (CTA) to promote sales, new store openings, and other online events to drive people to physical stores. For example, you can release special deals or VIP cards for your followers if they go to physical stores to buy products. You can also coorperate with celebrities and key opinion leaders (KOLs) and release news on WeChat to drive consumers from online to offline.

Now, it’s your time to use WeChat to boost your business.

Photo credits: Kenneth Rapoza, Guido Ghedin

Inside China’s Social Media Platforms

When we talk about China’s social media platforms, we specifically talk about three main social media, WeChat, Weibo, and Tmall.

No matter global or local business companies, they start to use WeChat to develop more personal relationship with customers in China. Through WeChat, companies can provide personal customized services, online activities which can reach specific consumers. Companies use Weibo as a general communication tool to build its brand image and have interaction with consumers yet not as personal as Weibo. It’s good to use Weibo to launch online campaigns to create buzz in consumer minds. Tmall as part of Alibaba, it’s a combination of Ebay and Amazon. Companies can open official visual stores on Tmall to sell products online. Tmall has gained 50% market share in China in 2014. To read more, check out Why western brands entering China should start with Tmall.

Here are some videos to introduce WeChat, Weibo, and Tmall, their effects, and how to use them to do business in China.

Inside China’s Social Media Platforms:

WeChat Is Not Whatsapp:

Weibo Is More Than Twitter:

To Know Alibaba, Know Tmall First: