MONTAGUT Archives

Case Study: Montagut (Digital Content & China Social Media Management)

June 14, 2022

WHAT IS MONTAGUT?

Montagut was the first French fashion design company to enter China in 1979, at a time when there were few international brands (Louis Vuitton and Chanel established themselves only 15 years later). It has spread to over 4,000 shops around the country, establishing a dedicated client base and a household name. It is seen as a symbol of respect and achievement, particularly among dignitaries and notables.

THE SCOPE OF WORK

KRDS has been appointed to manage Montagut’s digital channels in China for four consecutive years. Scope of work includes WeChat, Channels & Weibo management, Content creation (Chinese copywriting, graphic design, motion design), Media planning (banner design, A/B testing, budget allocation), KOL & artist collaborations, Dev scope & H5 minigames.

Montagut – Content Creation

Brand’s social media strategy in China is always evolving to keep up with the latest trends and technology solutions that help to increase online sales and foot traffic in real stores.

THE RESULTS

According to Candice Meyer, Montagut’s Head of Brand Image & Communications Asia, “KRDS has been a valuable partner of Montagut over the past 4 years. We chose them because of their deep knowledge of the China social media landscape combined with great strategic and creative capabilities. On a day to day basis, it’s both very efficient and super pleasant to work with a trustworthy team such as KRDS. They are expert, flexible, diligent and always looking to achieve the best results. A perfect recipe for success!”

She also mentioned that one of the campaigns Montagut’s Winter Wonderland “was very fun and engaging. Beyond generating buzz and page views, KRDS was smart to find the right mechanism to attract a very high number of new fans”.

Montagut – Father’s Day Campaign

If you wish to know more about WeChat and its various features, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their network among Chinese customers. For additional information, please contact at contact@thewechatagency.com.

China’s Christmas: How It Has Evolved Over the Years

December 21, 2021

Christmas in China

Christmas has grown in popularity in Mainland China in recent years, despite the fact that it is not a national holiday. Its “celebrations” have little to do with religion, but that hasn’t stopped it from becoming a huge annual event in China’s main cities.

Chinese people saw it as a new form of entertainment, with decorated Christmas trees, Santa Claus, and reindeers adorning the streets and businesses. It’s fair to say that many young Chinese millennials and Gen Z see Christmas as another “Valentine’s Day.” It is the time of the year when men prepare heartfelt winter gifts to win over their partners, while girls dress up in a variety of fresh outfits.

Christmas in China is more of a fun day to spend with friends shopping, ice skating, or going to Christmas pop up markets and movie theatres than it is a day to go to church and spend time with family.

Various promotional events are held during this season at shops and shopping malls to increase sales. On Christmas Eve, restaurants serve Christmas meals. Intriguingly, one of the Chinese Christmas traditions is to send apples as gifts to friends on Christmas Eve.

What brands can do:

As a result, this is an ideal opportunity for brands to leverage on China’s buying spree. Retailers and businesses can also start off the winter shopping frenzy and sales season because of the festival’s proximity to the Chinese New Year. Domestic brands, on the other hand, can seize the opportunity to develop a successful brand positioning plan that elicits positive emotional responses and builds a cool global brand image.

Here are a few pointers for brands looking to attract Chinese customers during the holiday season:

Concentrate on China’s major cities.
Make use of a variety of digital marketing channels
Targeted online advertising
Make campaigns finite
Customize messages and GIF’s for the audience
Use a nice static or GIF greeting card to make festive posts
Create stickers for people to use in their chat sessions
Create large-scale campaigns

Some previously done festive campaigns by KRDS

1. KRDS X Montagut Full-scale campaign
Montagut wanted to spend Christmas with their Chinese fans. The key objective was to engage the audience throughout the holiday season in order to promote the new FW 2020 collection and attract a larger set of younger consumers. They intended to debut new collections in order to announce the arrival of new items and trends before the end of the year.

Our solution for elegantly displaying both the new collection and the festive spirit was an H5 WeChat game set in a French winter paradise. Because of its customised and dreamy graphics mixed with a captivating tapping gaming mechanism, this game was an instant hit with Montagut’s existing fans as well as approximately 10,000 new fans.

Read more about the campaign – Montagut in Collaboration With KRDS Invited Fans To Winter Wonderland

2. KRDS x Montagut – Interactive Post
This year, together with Montagut we wanted to leverage new possibilities within the WeChat article and created this interactive, creative post – fans can engage with the post elements by clicking, swiping or double-tapping different parts of the Christmas card to open new functions and more.

Please visit Montagut’s official WeChat account and see the full post here – Montagut Interactive Christmas post

3. KRDS x BNP PARIBAS – Christmas Voice Card Campaign
During the festive season, we created and delivered a unique WeChat Christmas card that BNP Paribas’ team, their clients, and partners could share with their loved ones to wish them a happy holiday season.

The solution proposed by KRDS was an H5-based Christmas wishes voice card. The card’s lovely design and voice feature made it a simple but incredibly personal Christmas card that everyone could send to their contacts on WeChat.

Christmas Campaign for BNP Paribas – PostChristmas Campaign for BNP Paribas – Greeting Card Mechanism

WeChat Stickers Creation for BNP Paribas

4. KRDS x Procter and Gamble – WeChat Article Greeting

5. KRDS x AkzoNobel – WeChat Article Greeting6. Other Clients
KRDS have also worked with other clients like Vivo, Hong Kong Disneyland, Meiji, BreadTalk, Toast Box, Volkswagen, AIA, Unilever, Sony, WWF & Grand Hyatt.

If you’re looking for a brand collaboration or need any further assistance please contact our team. We use our knowledge and expertise to help businesses develop meaningful campaigns and develop their network among Chinese customers. For additional information, please contact us by phone – Shanghai or Hong Kong

Montagut in Collaboration With KRDS Invited Fans To Winter Wonderland

December 17, 2021

The Christmas Wonderland campaign was one of several campaign collaborations with Montagut on the Chinese market in the last 3 years thanks to a continuous retainer partnership.

Christmas in Mainland China

Mainland China has not been very big on Christmas in the past. It is not a national holiday and it has nothing to do with religion. It’s more of a novelty day, similar to Valentine’s Day than a religious holiday.

Don’t be fooled by the past, though: Christmas is becoming a more important occasion in most Mainland companies’ marketing calendars, and standing out above all the festive fever is becoming increasingly difficult.

The objective of the Campaign

But Christmas wasn’t the sole reason that Montagut wanted to celebrate with their fans in China. The main objective was to engage the audience during the Christmas season in order to introduce the new FW 2020 collection and to attract a bigger target group of younger consumers. They wanted to premiere new collections, with the purpose of communicating the advent of new clothing and trends before the end of 2019.

KRDS’s Solution

An H5 WeChat game set in a French winter wonderland was our solution for tastefully presenting both the new collection and the holiday spirit. This game was in instant popularity with Montagut’s existing fans as well as almost 10,000 new fans thanks to its bespoke and dreamy graphics paired with a compelling tapping gaming mechanism.

“This campaign was very fun and engaging. Beyond generating buzz and page views, KRDS was smart to find the right mechanism to attract a very high number of new fans” According to Candice Meyer, Montagut’s Head of Brand Image & Communications Asia.

Miriam Dabrowa, China Head of Strategy at KRDS Greater China, said: “With the new opportunities coming this year, and especially Montagut’s 140th Anniversary, we truly can’t wait to create new exciting content together”.