Moschino

Italian fashion on WeChat in China

Moschino is a major Italian fashion house. Founded by the designer Franco Moschini in 1983, today the label continues its international expansion with single brand stores opening in Europe, America and Japan.

Moschino is already present in the major Chinese cities and aims to strengthen its digital presence in China.

The project / /

We opened Moschino's new Official Account during the most important Chinese festival, the Chinese New Year. Together with a consistent editorial plan and support activities, we set up the brand with immediate, direct and constant digital contact with its followers. Moschino kept its brand identity and adapted the contents to local taste.

 

Results / /

The ADV campaign we created for Moschino was extremely successful and was acknowledged as the Best Case in the F&L world. The number of followers increased beyond all expectations.

Creation of Official Account WeChat:

We created an OA with dynamic contents and appealing templates. To fully exploit the potential of WeChat, Moschino chose ICONIC, the management platform designed by Digital Retex to exploit the advanced functions of the CSM and specifically of the QR Generator. Thus, Moschino obtained an excellent profiling of its followers and created special activities and exclusive communications for selected target groups. The ability to create groups of followers by scanning the QR codes generated now enables sophisticated communication management on WeChat.

Customer Care:

The Customer Care service for the account was activated to promptly respond to all the followers' requests. We also defined the set-up of a series of key words to make it easier for the user to find the information of most interest.

ADV campaign:

We designed and planned various ADV campaigns aiming to acquire followers, increase brand awareness and «drive to store».