for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
Dior, a typically e-commerce-shy luxury brand, took a digital step forward by selling handbags directly to consumers on WeChat.
Last week, a limited number of the Lady Dior bag went on sale on WeChat, with the only announcement leading up to the release coming the day before in the form of a teaser on the company’s public WeChat account. The message told followers to return the next day for a “surprise,” accompanied by photos of the bags. It sold out within the day, each selling for 28,000 yuan ($4,210). Payments for the bag were accepted through WeChat’s payment system as well as Alibaba’s Alipay tool.
To read the rest of this story, please visit Glossy.
More in Marketing
Google AI Max moves out of beta: Marketers sound off on the inevitable migration
Google’s AI Max is moving out of beta, further automating its search business and moving from a keyword-based auction to an intent-based auction.
A closer look at OpenAI’s ads manager – and how much work it still needs
OpenAI’s ads manager is being tested. Here’s what it can (and can’t) do yet.
Why brands can’t stop acting like reply guys and jumping into viral comment threads on social media
A comment engagement strategy is in vogue because audiences are no longer enamored by highly polished social media posts.