Lufthansa Mini-Report : WeChat Campaign for Chinese New Year


For Chinese New Year, German airline Lufthansa created a WeChat account that allowed locals to personalize their holiday messages. Using a digital version of cut-out patterns and unique visuals, users could tailor their messages by uploading their own photos against a rich set of backgrounds, suited to the intended receiver.

Lufthansa CNY Message

Lufthansa DIY Visual CNY Message

The campaign provided a creative digital experience that generated a premium perception of the brand at a time of year when local consumers are swamped with mobile communication. Importantly Lufthansa did not push the brand explicitly as part of the campaign, instead using visuals to associate the positive experience with the premium airline.

What you’ll learn:

  • How to leverage visual design to create relevant experiences for Chinese digital consumers.
  • How to create a digital brand experience that allows users to personalize content.
  • How to include user-generated components in your digital strategy.
  • How to engage with China’s increasing trend of DIY in a digital context.
  • How to differentiate your digital activation as premium in China.
  • How to create associations to your brand through visual rather than explicit communication approaches.
  • How to engage a Chinese netizens by using local culture and symbols.

Download the report:
Members can download the report here. Not a member? Click here to become one.


About Author

Jerry Clode

Jerry Clode is Head of Digital & Social Insight at Resonance. He leads Resonance SMART, providing leading-edge research, strategy and naming for brands in China using bespoke methodologies. Jerry also produces Resonance's popular China Social Branding Report, a bi-weekly publication covering modern marketing methods of the world's top brands.

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