Luckin goes viral again with this collab + Lululemon is thriving + why Gucci and Bananain nailed their latest campaigns

⭐️ Four great campaigns and why they were such a hit with Chinese audiences

Bananain (蕉内) boosts brand influence with the launch of ‘Oxygen Jacket’

Bananain positioned their Oxygen Jacket as an urban-focused alternative to traditional outdoor wear, blending comfort with everyday style.

Product launch article on WeChat

4 key strategies made this launch a success: 

Celebrity Impact: Partnership with Zhao Lusi demonstrated versatile urban styling

Experiential Marketing: "Slow live-streaming” in Qingdao showcased the jacket during outdoor activities

Bananain hosted a "slow live-streaming” event in Qingdao, featuring activities like rowing and cycling.

Social Media: Leveraged Douyin's Super Brand Day for enhanced user engagement

KOL Collaboration: Partnered with influencers on Xiaohongshu to reach fashion-conscious youth

Xiaohongshu influencers showcased the product's waterproof functionality and urban fashion appeal from different perspectives. The hashtag #BananaInOxygenJacket has already accumulated over 20 million views.

2. Gucci's Mid-Autumn campaign: Unlocking the romance of Chinese characters

Gucci's WeChat campaign "Moon Missing You, Missing You More" (月想你，越想你) cleverly played on Chinese homophones for "moon" (月) and "more" (越), creating an engaging Mid-Autumn Festival experience.

Users are invited to type their own blessings using the special Chinese character keyboard and generate shareable posters.

The interactive campaign featured:

• A tap-to-unlock moon phase graphic revealing "Happy Mid-Autumn Festival" (中秋快乐)

• A mini-program for creating personalized greetings and encrypted messages

• 360-degree product views with seamless shopping integration

A standout feature in Gucci’s online store, which allows users to explore product details in 360 degrees with a simple swipe. 

What makes this campaign stand out:

• Luxury with Playfulness: Enhanced brand engagement through interactive elements

• Tech Integration: Seamless connection between content, mini-program, and e-commerce

• Cultural Resonance: Meaningful engagement with festival traditions and Chinese language

3. Butter Bear Collaboration takes off again: What did Luckin Coffee do right?

Luckin Coffee's latest collaboration with Butter Bear (黄油小熊) launched two products - Butter Latte and Butter Americano - selling over 13.33 million cups in the first week.

The hashtag #LuckinButterBear has engaged over 15 million views on Xiaohongshu platform. There are a lot of UGC content generated by the consumers during the national holiday.

Why did it succeed?

Perfect Audience Match: Young professionals resonated with Butter Bear's cute Thai IP, aligning with Luckin's affordable-premium positioning

Product-IP Synergy: Classic butter-coffee combination paired with Butter Bear's adorable appeal

Strategic Timing: Launched before National Day holiday, with follow-up merchandise released post-holiday to combat work blues

Market Insight: Tapped into the "cute economy" trend, offering emotional value beyond just coffee

4. Lululemon’s 2024 Well-Being Report: Together, We Thrive

Lululemon's wellness-focused strategy is paying off big in China: showing 34% growth in their latest half-year report.

With 65 stores across Beijing, Shanghai, Guangzhou, and Shenzhen generating 75% of regional revenue, the brand has cracked the code on connecting with urban Chinese consumers.

Since launching their first Global Well-Being Report in 2021, Lululemon has consistently evolved their wellness initiatives - from ambassador "thriving" stories in 2022 to their "Thrive Art Gallery" in 2023.

Now in 2024, they've released their latest Well-Being Report (《2024 年幸福感报告》) alongside the "Together We Thrive" (一起好状态) campaign.

Xiaohongshu influencers contributed high-quality, highly interactive collaborative content to showcase the theme of the event and the spirit of the brand. To date, the #TogetherWeThrive hashtag has achieved more than 40 million views.

Key 2024 campaign elements:

• Wellbeing Garden Experience (October 8-13)

• Partnership with Graphic Rewilding at Shanghai Star Museum

• Activities include yoga, training, running, and traditional Baduanjin (八段锦)

• Focus on bringing nature into urban spaces

• Multi-Channel Engagement

• New "Conversations on Thriving" podcast featuring diverse wellness perspectives

• Interactive mini-games on WeChat and Xiaohongshu

• Integration of physical and digital experiences

Why it was such a hit:

Lululemon's holistic approach resonates with urban Chinese consumers seeking lifestyle balance, combining physical exercise with mental wellness and community connection. Their message that "thriving" exists in daily activities aligns perfectly with their target market's values.

Discover Lululemon’s innovative "Together We Thrive" (一起好状态) campaign 👇

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