Love is in the air (and marketing): The biggest brand moments of Qixi Festival | The Work

With the slogan “Love him/her to send him/her better gifts”, the campaign emphasizes quality of life and a better brand experience.

Unlike other collaborations, the limited edition gift box from Philips and Wedgewood brings more meaning and significance to the home appliances and lifestyle category. Not only is it a cost-effective gift, but it also fits perfectly with the timing of love and the target audience ahead of Chinese Valentine's Day.

From a marketing perspective, OMD has developed a comprehensive integrated marketing strategy for Philips. First, the stage was set on the official platform with two celebrities, Wang Dalu and Chen Yao. Then, numerous KOLs collaborated on major social media platforms to create buzz and promote the gift box and encourage the desire for an upscale lifestyle. At the same time, an offline pop-up store called “The Best Museum” was opened for users and celebrities to participate and share their experiences.

2. Chow Tai Fook

Leading jewelry brand Chow Tai Fook faced a PR crisis ahead of the Qixi Festival and was forced to withdraw a Weibo campaign featuring well-known presenter and TV host Du Haitao. Chinese netizens were quick to criticize Du's involvement, pointing to his controversial personal life and his marriage to another prominent host.

The misstep highlights the need for brand ambassador-to-brand alignment and strategic timing. Showcasing a comedian who has been repeatedly criticized for his questionable views on love and marriage just days before a festival celebrating romance was a recipe for disaster. This miscalculation sparked a backlash and not only jeopardized the brand image, but also triggered a potential consumer boycott.

2. Lion

Loewe Qixi Collection

Loewe's latest video campaign ' “A Tale of Catching Stars” incorporates elements of paper-cutting, traditional Chinese folk art and Chinese retro animation, reflecting the nostalgic memories of China's Generation X and paying homage to China's vibrant cultural history from the 1960s to the 1980s. The video's emphasis on traditional and local craftsmanship is in line with Loewe's commitment to promoting and supporting the culture of global craftsmanship.

The story is about a young hedgehog who stalks his lover and eventually tries to collect stars for her. The story of the “Cowherd and the Weaver Girl” who were initially unable to meet, eventually touched the Queen Mother with her sincere love and gave them the chance to reunite only once a year on July 7, the day of the lunar calendar. This is not just a sweet love story, but rather leaves a feeling of hard-earned romance. Loewe also incorporated the symbolic love story into a special handbag collection, which was launched in time for the festive shopping season.

4. The perfect diary × The Little Prince

C-Beauty brand Perfect Diary has not only unveiled a collaboration with The Little Prince, it has also invited consumers to share their personal love stories that have been The Little Prince. By appealing to emotions and offering a more personal brand experience around love, Perfect Diary has succeeded in appealing to the younger Chinese generation, carving out a unique space for the brand that still lacks novelty in a sea of ​​other The Little Prince collections on the market.