Qixi Festival, i.e. Chinese Valentine’s Day, which will take place on 14 August this year, is one of the best opportunities for brands to engage with their young audience. More and more luxury brands are creating pop-up stores and offline immersive exhibitions to connect with young Chinese consumers.
Luxury fashion brand Christian Louboutin launched an aeroplane-themed pop-up store in Beijing called “Loubi Airways” to celebrate Qixi. Visitors can check-in, get a unique boarding pass, pass security, rest in a waiting room, and read a customised “Lobi Times” newspaper with the brand’s latest news about its Autumn Winter 2021 collection. The pop-up store will run between 23 July and 14 August.
Apart from the pop-up store, the brand also released an exclusive limited-edition collection for Qixi. The Loubitag series is decorated with a graffiti print that includes love-related elements such as colourful hearts. Consumers can buy the Qixi collection on Taobao, WeChat Boutique, the brand’s official website, and in-store.
To further promote the campaign, Christian Louboutin created a customised Qixi poster for their audience on WeChat. Users can easily add stickers based on the Qixi collection to their personal posters.
The campaign was successfully received with over 60,000 views on WeChat and over 1 million reposts on Weibo.
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