VELVET presents Daring Partner campaign for Roger Dubuis

The Swiss Watchmaker ROGER DUBUIS partnered with VELVET the Shanghai-based Social Media agency, to underscore its audacious & avant-garde DNA among the savvy Chinese audience. “Daring Partner” campaign invites them to tap, swipe, and shake to digitally find the timepiece that perfectly match their unique lifestyle.

5 years after its creation, WeChat is still at the top of the curve of social media with over 768 million users. Luxury houses have been massively investing through this path as the surest way to reach the connected generation and express a clear brand positioning and voice. VELVET took that bet and partnered with Roger Dubuis, to deliver an easy to interact yet unique experience through China top one social platform, WeChat.

Roger Dubuis' unique contemporary luxury watchmaking

Roger Dubuis’ unique contemporary luxury watchmaking

VIP dinners on the top of the Mont Blanc

VIP dinners on the top of the Mont Blanc

Roger Dubuis delivering experiential content through VR

Roger Dubuis delivering experiential content through VR

Unique since its very creation in 1995, Roger Dubuis has been at the forefront of contemporary luxury watch industry thanks to its exceptional watchmaking mechanisms and quality combined with highly differentiated, audacious designs. From VIP dinners on the top of the Mont Blanc in the French Alps to innovative format as one of the first brand to deliver experiential content through VR during its branded events, Roger Dubuis takes a strong position about offering unforgettable experiences.

 

A unique experience with WeChat HTML5 mini-site

Roger Dubuis' WeChat H5 mini-site Roger Dubuis' WeChat H5 mini-site Roger Dubuis' WeChat H5 mini-siteRoger Dubuis' WeChat H5 mini-site Roger Dubuis' WeChat H5 mini-site

 

To celebrate the uniqueness of Roger Dubuis core collection Excalibur, VELVET designed a fully branded HTML 5 on WeChat where watch lovers can easily tap to answer and shake to get its best Daring Partner timepiece.

After sharing some snapshots of the selected watch – to be found in Roger Dubuis stores – participants will be selected to win extraordinary experiences in China including tickets for the upcoming FFF GT Race in Shanghai this September, or invitations at the most exclusive Roger Dubuis event in October…

 

Leveraging online influencers (KOLs)

As for any luxury brand looking to amplify its messaging online, KOLs has long been a long-term and effective strategy than traditional advertising. For the campaign, Roger Dubuis has been leveraged to give educational background on the brand core values and cultural references. For instance, JiLiang, a KOL who has over 256,000 followers on WeChat, focused on the sword ‘Excalibur’ as the physical interpretation of every conquering men best partner.

 

WeChat Moment Ads

Roger Dubuis WeChat Moment Ad by VELVET

In addition, with influencers, Roger Dubuis has been leveraging WeChat advertising system to reach beyond their target audience. Since 2014, Tencent has began to experiment with banner ads on WeChat and later in early 2015, rolled it out on its users’ Moments allowing brands to gain media exposure in a premium location. Over the past year, Tencent has been investing more in the technology that allows advertisers to target ads based on a user’s online activities and preferences allowing more sophisticated formats.

 

Access Roger Dubuis WeChat Account & Online Experience

 

11 Daring Partner campaign 10 RD Wechat account

 

 

 

Event: The Future of Virtual Reality for Brands

After decades of being relegated to the domains of science fiction and fantasy, virtual reality is finally coming to the masses. The year 2016 marks the first time virtual reality devices and content are accessible on a mass scale to consumers. In fact, it is possible to access virtual reality content through one’s smartphone and a simple cardboard glass for as little as RMB 20. Considering the imminent spread of virtual reality, the marketing potential for brands is immense and industries such as travel, real estate, and auto are among early adopters.

VELVET invites Eloi Gerard and Robert Ellis, co-founders of virtual reality content company Crow’s Nest, to speak on the latest developments in virtual reality and how brands can integrate it into marketing and communication strategies to better serve consumers. Solene Anglaret, Business Development Associate Director of Thomas Cook will present a case study and demo of a campaign in partnership with Crow’s Nest. Jim Lerch, Business Development Director and Enfys Luk, Senior Manager of East Asia, Integrated Marketing, both of Youku, will join for a Q&A session.

Crow’s Nest

eloi

Crow’s Nest Founder Eloi Gerard.

Crow’s Nest is the leading virtual reality agency in China, specializing in virtual content creation. Combining storytelling and filming expertise with 360 VR technologies, we build new worlds and amazing immersive experiences, from concept to production, and deliver content-driven campaigns online and offline. Thomas Cook, Club Med, Metro and PSA trust us to tell their brand stories and explore with us endless possibilities in VR.

Eloi Gerard

Eloi is the founder of Crow’s Nest. Thanks to a decade of experience as a consultant at Deloitte and a film producer, Eloi

has an extensive background at the crossroad of sales, operations and film production. He came to China in 2012 and joined the media production agency Must, where he met Rob. Throughout his career, Eloi served many brands (VW, Porsche, Volvo, Michelin, Bridgestone, Google, Puma, Adidas, Nike) and agencies (TBWA, DDB, Edelman, Jack Morton Worldwide, Y&R,

Fred&Farid).

Crow's Nest Co-founder Robert Ellis.

Crow’s Nest Co-founder Robert Ellis.

Robert Ellis

Co-founder of Crow’s Nest, Rob has over a decade of experience in video, film and creative direction in UK and China. Rob worked on major film productions across UK, including “Batman” and “Alexander”. In 2009, he came to China to work for a photography agency and soon joined Must, where he met Eloi. As a creative director, Rob has been a driving force in assisting brands such as Porsche, Tudor, Converse, Johnny Walker, Martel, Adidas, Coach, China Mobile, L’Oreal, and more.

 

EVENT DATE: April 21st, from 6:30 pm

VENUE:  CCIFC Shanghai

(This event is open to members of the French Chamber of Commerce (CCIFC) only.)

More info: http://www.ccifc.org/event/d/the-future-of-virtual-reality-for-brands

 

 

 

VELVET and XNode Announce Official Strategic Partnership

VELVET is excited to announce an official strategic partnership with XNode Co-working Space and Startup Accelerator.

VELVET and XNode have worked together on several key collaborations since 2015 and this announcement marks a new chapter in our continued partnership. Through the partnership, VELVET will continue to connect the network of XNode startups with board-level brand executives visiting China on learning expeditions to observe Chinese innovation. VELVET’s clients will also gain unlimited access to XNode’s massive startup network in China. In addition, VELVET and XNode will co-organize exclusive, qualitative events at XNode venues throughout Shanghai with the aim of uniting brand executives with China’s foremost innovators and startups.

The first event will take place on Thursday, March 31 in Shanghai. The exclusive gathering will feature guest speakers from Carlipa, the leader in connected, luxury retail experiences, speaking about omnichannel and O2O marketing best practices.

About XNode

XNode was founded to be the center of innovation in Greater Shanghai, with five prime location spaces in central Shanghai by the end of 2016: Fudan University, Jing’an Temple, North Bund, Zhang Jiang Hi-Tech Park and Donghu Road. Our vision is to source, filter, identify, mentor, and accelerate high-caliber startup ventures that possess the passion and ability to create scalable businesses that will disrupt traditional sectors. We plan to do this by providing each team with not only first class space, but relevant mentorship, financial investment and business support.

XNode focuses on building international entrepreneur communities by setting up close or exclusive partnerships with global leading incubators and accelerators. In addition to offering VC/PE/Angel investor access and mentorship, XNode links startups with major Chinese corporations and top professional service firms i.e. Roland Berger Strategy Consultants, King&Wood Mallesons, etc. through the Corporate Innovation & Incubation program.

More information: www.thexnode.com

About VELVET

VELVET is a China-born, French-led digital strategy and activation agency serving luxury and premium brands. VELVET’S core expertise include social media, influencer marketing, media planning and buying, search marketing, strategic consulting, corporate training and learning expeditions.

VELVET x AXA Innovation Program

VELVET partnered with insurance leader AXA to deliver a digital innovation program including learning expeditions, keynote speakers and a Startups Demo Day with 15 up-and-coming Chinese tech companies. The program, customized for 200 senior level AXA executives, also involved Baidu, Sina Weibo, Dianping, PPDAI, Baozun and the newly opened co-working space XNode.

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Nice x MANGO

We’re excited to announce the launch of MANGO’s Nice account.

Now MANGO fans have another platform to view and share their favorite outfits.

nice poster

 

Below: Photo collection.

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Below: Nice photos from Mango fans.

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Follow MANGO on Nice

Step 1: Download the Nice app

Step 2: Search “MANGO中国”

Step 3: Follow “MANGO中国”

 

New Client Win: PUIG

We are excited to announce PUIG as a new client.

VELVET will serve as digital strategy advisory firm for the overall brand portfolio of PUIG in China, including fragrance and designer brands such as Prada, Nina Ricci, Valentino, Carolina Herrera and Paco Rabanne.

In addition, VELVET will be in charge of developing the social media presence of Nina Ricci in China, overseeing online campaigns, KOL relationships and O2O innovation projects.

Corporate Training: L’Oréal Vietnam

As part of its digital acceleration, L’Oréal APAC has partnered with VELVET to deliver advanced marketing training programs in 14 countries across the region. Since its inception, we have trained over 500 professionals within the organization, from managers to management committees.
Our last training was for L’Oréal Vietnam. The two-day program took place in Ho Chi Minh City and involved the participation of Facebook, Instagram and Google.

 

Loreal Vietnam2

Loreal Vietnam4

Loreal Vietnam1

Loreal Vietnam3


 

 


New Client Win: MANGO

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We are excited to announce MANGO as a new client.

Velvet will serve as the Chinese social media retainer for MANGO, in addition to overseeing online media buy, O2O innovation projects, and event management.

MANGO is a leading international fashion brand for women, men and kids established in 1984 in Barcelona. It currently has a total of 2,731 stores in 105 countries worldwide.

Video from our first MANGO event, MANGO Shopping Night, which took place on May 23 at the Jing’an Kerry Centre store in Shanghai. The event kicked off with a fashion show featuring 10 winners from the “Be a Model for One Day” online campaign. Joining the winners on the catwalk were 16 fashion KOLs who amplified the event on social media. Models were styled in the latest looks of the season, including ’70s Bohemian and Surfer Chic. Our friends from the social media platform of choice for fashionistas, Nice, joined in on the fun too.

TechNode Now Speaks French, Launching TechNode.fr With Partner VELVET Group

Velvet Partner Technode

VELVET is taking a further step to bridge the Chinese and global startup ecosystem. Today, I am proud to announce the launch of TechNode.fr, the French language version of China tech news portal TechNode.com.

Over the past few years, China has undergone exponential growth in digital with an Internet population of 618 million, 500 million mobile Internet users and more than 100 million tablet owners. In 2013, China overtook the United States to become the world’s largest e-commerce market with over €217 Billion in transaction value. TechNode.fr is designed to address French speaking countries & regions (France, Belgium, Switzerland, Quebec, Canada, etc.), opening doors for the 220 million French-speaking community to witness and understand the fast evolving digital landscape of China.

Thanks to VELVET’s expertise in both Chinese and French market, TechNode teamed up with us to design and operate this new website. VELVET is leveraging its team of Chinese, English and French copywriters based in Shanghai to deliver the latest news around China social media, mobile, e-commerce, startups and new trends.

TechNode (formerly known as MOBINODE) is the leading tech blog uncovering the latest news on start-up entrepreneurs, investors, large companies and industry trends in China and Asia. TechNode is the official partner of TechCrunch, managing TechCrunch China. Its main focus are: social media, mobile and e-commerce and new trends such as Big Data and augmented reality. Written in English, Chinese and French, TechNode aims to be the go-to source for original, insightful and opinionated content that helps connect the eco-system of entrepreneur’s, investors and consumers. TechNode is founded by Dr. Gang Lu, one of the most influential Chinese tech bloggers in global web industry.

With this new site, we just can’t wait to bring more online & offline interactivity between China and French web.

If you want more details about TechNode.fr or this announcement, please email us directly at: contact@technode.fr.