Social media marketing is an essential tool for driving the sales of luxury goods, but Dior made use of it in an unconventional way to promote its limited-edition Lady Dior bag. Rather than taking to Facebook or Twitter, Dior selected popular Chinese social network WeChat as a place where people could buy the luxury bag as part of an exclusive sale for users of the app.
The Lady Dior bag was offered in a rose color that supports the advertisement's suggestion to purchase the luxury item for Chinese Valentine’s Day in August. Before making a purchase, consumers had the option to customize a few details on the bag.
While the exclusive sale was set to run for a full four days, the sale had to be cut short, since all of the Dior bags were sold out by the second day.