Moschino is among the most important Italian fashion houses.
Founded by designer Franco Moschino in 1983, the brand continues its international expansion today by opening monobrand stores in Europe, America, and Japan. Moschino, already present in major Chinese cities, aimed to strengthen its digital presence in China.
THE PROJECT
We opened Moschino's new Official Account on the occasion of the most important Chinese holiday, the Chinese New Year. Together with a coherent editorial plan and support activities, we have enabled the brand to make direct, immediate and constant digital contact with its followers. Moschino has maintained its brand identity by adapting its contents to the local taste.
RESULTS
The advertising campaign we created for Moschino achieved enormous success and was recognized as the Best Case in the F&L world. This resulted in a follower base increase beyond expectations.
Creation of Official WeChat Account
An Official Account (OA) was created with dynamic content and attractive templates. To fully exploit the potential of WeChat, Moschino chose ICONIC, the management platform created by Retex China to leverage the advanced functionalities of the CSM, particularly the QR Generator. This allowed Moschino to achieve excellent profiling of its followers, creating special activities and exclusive communications for selected targets. The ability to create follower groups through the scanning of generated QR Codes enables sophisticated management of communication on WeChat.
Customer Care: A Customer Care service was activated for the account to promptly respond to all follower requests. Additionally, a series of keywords was defined to make it even easier for users to find the most relevant information. Advertising Campaigns: Several advertising campaigns were designed and planned with objectives of follower acquisition, increased brand awareness, and ‘drive to store’ initiatives.”