Calvin Klein has launched two new campaigns to celebrate QiXi Festival, also known as “Chinese Valentine’s Day,” which falls annually in August, “Soul Mate Matching” and “CKU Customization” on WeChat and e-Commerce platforms. The “CKU Customization” campaign allows consumers to design their underwear. “Soul Mate Matching” is a game designed for consumers to play with friends, where they can ask each other questions and deepen their understanding of one another. Consumers with matching scores can win Calvin Klein coupons. Both campaigns had a significant impact in driving traffic and conversation around QiXi products.
“We tested the new couples on their understanding of lifestyle and fashion. If they were highly matching in their fashion tastes and preferences, we would invite them to our stores to try the Qixi capsule, and share their experiences. We established a deep connection between the young consumers and our products,” explained Alina Huang, Manager, Marketing, Brand Management, TH China. “We designed the capsule packaging box in an eco-friendly way. The box is not only convenient to use but also allows our customers to understand and connect with our brand message of environmental protection and sustainability.”
“By adopting a consumer-centric approach and addressing people’s needs of understanding and being understood, we can reach a wide spectrum of consumers and convert traffic into business,” said Paul Lin, Senior Director of Marketing for Calvin Klein in China.