Western Brand's Digital Campaigns of the Moment in China

To celebrate DKNY’s 25th anniversary and Easter, the brand has launched two campaigns on Sina Weibo. In the first one, fans are encouraged to retweet the campaign post and write birthday greetings to DKNY for a chance to win gifts. And the second one, participants who upload a selfie with the DKNY Easter egg at Shanghai Jing An Kerry Centre will have the opportunity to win handbags.

Kate Spade has launched a campaign on WeChat as a part of its “Travel Colorfully,” monthly campaign, in which the brand releases collections inspired by different cities. Participants who follow instructions and reply with a message to Kate Spade will receive a digital “ship boarding pass” to this month’s theme, Monaco, and enter for a draw to win a Lott Street Francis handbag.

Guess has launched a “Spring Outing” photo contest on WeChat, asking participants to share the post on WeChat’s Moments and submit photos related to the theme. The best photo will be starring Guess’ newest downloadable mobile wallpaper and the submitter will win gifts.