Social Commerce Innovation: Swarovski’s WeChat Mini Program Case
Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.
PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.
In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”
The Fondation Cartier pour l’Art Contemparain building in Paris
Collaborating with Tencent and DLG China, Swarovski is the first watch and jewelry brand to leverage mini programs to innovate on social commerce, highlighting their recent Mother’s Day campaign.
Since launching in early January 2017, WeChat mini programs offer brands an alternate avenue to develop advanced functionalities, whether it’s making purchases, finding up-to-the-minute information, or editing photos. Conceptually similar to Google’s instant apps, WeChat mini programs take away the barrier to download additional apps from an app store, and instead allow brands to offer users new and additional functionalities without having to leave the WeChat ecosystem. While it may not be relevant to serve all purposes, Swarovski is the first watch and jewelry brand to find a way to leverage the technology of mini programs and complement both their social and retail activities.
To celebrate Mother’s Day, Swarovski launched a social media campaign on May 5, 2017 that speaks to all sons and daughters to celebrate their mother’s eternal beauty and share with them well wishes to continue living youthfully and differently. A vivid and beautiful garden design features Key Opinion Leaders’ (KOLs) wishes to their mothers and brilliant Swarovski products to inspire gift ideas among online audiences.
Mother’s day WeChat Campaign
Taking this occasion, Swarovski sought to build further on the social media campaign in a new way by capturing interested audiences at just the right moment to connect them directly to a point of purchase, narrowing that last step of the consumer experience, seamlessly. “The Swarovski brand spirit of ‘Daring & Irresistible’ is not only reflected in the design of our products, but also ingrained in our marketing strategy” shares Donna Pang, Managing Director of Swarovski China. Pang continues to say that, “social media continuously evolves quickly, so it is important to us that we find new and innovative ways to use new technology and functionality to improve the consumer experience with Swarovski, from brand awareness to aspiration, to purchase.”
Working together with Tencent and DLG China, Swarovski launched a mini program that serves as a 1-click solution to purchase the campaign’s featured Mother’s Day gift ideas, directly through their official WeChat account. "Working with Swarovski, a brand that embodies love and beauty, launching the ‘Swarovski’s Brilliant Gifts (施华洛世奇璀璨馈赠)’ mini program for Mother’s Day created a smooth experience for users to express themselves on the occasion,” comments Juliet Zhu, Head of Marketing at WeChat.
Scan the QR code with WeChat to access the Mini Program
Swarovski's Mini Program
The mini program can be shared like a contact and pinned like a chat, keeping consistent with native WeChat behaviors. Staying within WeChat means that users can also pay with their WeChat Pay for a complete consumer journey. Zhu elaborates that “thinking about the user experience at every step is a top priority. We are continuously striving to develop connections between brand products and services with users.”
Additionally leveraging their vast retail footprint in China, Swarovski stores are supporting the launch by driving foot traffic with key visuals featuring the scannable mini program QR code in stores.
In the future, Swarovski plans to leverage further on its WeChat mini program and make it a sustainable component of the brand’s social media strategy. For WeChat, Zhu says they “hope to take this successful collaboration encourages more brands to leverage WeChat mini programs in their brand activities.”
In a state where some luxury brands are still wondering how to take advantage of mini programs, this definitely represents an case that could inspire others as Pablo Mauron, Managing Director and Partner, DLG China, says “this project jointly developed with Tencent and Swarovski, demonstrates how mini programs can be developed in the right way to optimize the offering from brands and experience for users.”
Partner & Head of International Client Development, DLG
Iris has 15 years of marketing experience in agencies and consultancies in the North American and Asia Pacific markets, specializing in the luxury category. She has worked closely with brands including Four Seasons Hotels & Resorts, LVMH, Richemont, Ermenegildo Zegna, Christian Louboutin, Estée Lauder Companies and Ralph Lauren. Her marketing experience spans the areas of branding and communication strategy, digital strategy, market research and analysis, media and editorial planning, as well as online and offline activations. Previously based in Shanghai for over five years, Iris now resides in New York.