In an effort to reach an international audience, Dior and WeChat partnered to release a series of creative advertisement campaigns on the popular Chinese network.
The campaign was promoting Dior's new and limited-edition handbag, which was released just prior to Qixi, an annual Chinese occasion that's similar to Valentine's Day. The gorgeous handbags boasted a pastel pink colorway and featured a customizable element that appealed to a wide demographic of consumers in China who value both luxury products and unique fashion aesthetics. The handbags sold out just one day after the promotional content was posted on online.
While Dior is not the first brand to participate in social selling through WeChat, the brand is the first to retail a luxury item, effectively highlighting the potential that WeChat offers for eCommerce efforts.