[Flash of Genius] Tmall Apple Product Launch

Chinese creativity never fails to amaze me.

Today, there’s a top banners on the biggest eCommerce platform in China – Tmall.

On the top purple banner, the Chinese reads “Secret Apple Product launch 2015”.

Tmall Home Page Top Banner on May 6, 2015

Tmall Home Page Top Banner on May 6, 2015

When you click into the banner, you’ll get the idea – A landing page with a typical Apple/Mac look and feel only with Real Apples in the key visual. (See the page here)

Landing Page for Queens Apple - sells actual apple - the fruit.

Landing Page for Queens Apple – sells actual apple – the fruit.

Looks Familiar?

Apple Feature

Apple Feature

Apple Feature

To top it up, they actually mock Apple to the max by creating a product videos completely Apple Style. I seriously love the video and the whole creative idea. (What exactly does a VP of Visibility Reduction do?)

Queens Apple Product Video

Queens Apple Product Video

http://cloud.video.taobao.com/play/u/788020900/e/1/t/1/p/1/25046539.swf

Yes, they are selling real apples from New Zealand.

This is by far, the best apple-mocking campaign I’ve seen (Apart from the whole Xiaomi craze).  Have a laugh and enjoy!

Follow-up:

It didn’t stop there:

Queens Apple and Tmall Internatinal worked with two top celebrities who are currently starring in the celebrities dating reality show “Let’s fall in love” (我们相爱吧)

With their Quotes, which had been hot topic on Weibo since the show aired.

Ren Zhong's Apple Packing with his famous quote

Ren Zhong’s Apple Packing with his famous quote

Shangwenjie  Customized Packaging

Shangwenjie Customized Packaging

Of course, KOLs (Nice adaptation of Coke’s “Share a Coke” – Isn’t the packaging familiar too?

KOL Posts

KOL Posts

They also built up the hashtag/ Topic on Weibo #AppleforReal# (真的是苹果)- It’s less than 48 hours since its debut on Tmall, the topic itself has over 20 million views and 17K Tweets and definitely counting.

What’s more? They have sold out over 30K packages of Apples in less than 2 days before they apples are picked. Isn’t it a marketing miracle?

Sold Out Banjner

Sold Out Banner

Well done, Tmall International! I wonder when international news will pick up the story.

Daniel Wellington – A Social Media Golden Child

A couple years ago, Daniel Wellington or the word Nato Strap didn’t mean much to any fashionables. Launched in 2011, Daniel Wellington became an international sensation in the fashion watch world with huge social following especially on Instagram. They did it without noticeble investment in traditional paid media (Print, OOH, TV, etc). However, they invested strategically on digital especially on social media, riding on the trend of UGC (User Generated Content. It’s not a new concept. Burberry has done it well with artoftrend.com). The term “Nato”, originally from British Navy, is not widely used in the interchangeable straps watches world.

DW Site

Sleek & Simple Design

 

What’s their key to the great success? Let’s sum them up:

1. Clear and Concise Brand Story

The story began with a friendship across the world. Daniel Wellington is supposed to be a dynamic individual who has a James Bone Flair and wears his Rolex with a Nato Strap.The brand is supposed to be a tribute to the man with the same name. (Seriously, there’s never a photo of Daniel Wellington on the internet. I’m personally doubting the existence of such person.

Quoted directly from Daniel Wellington’s Official Site:

DW /Brand Story

Words Only

2. Clearly defined persona & Target Audience

Persona

Daniel Wellington himself is the ultimate brand ambassador –  gentlemanly and refined, yet completely unpretentious. (According to Fashionbeams.com). Mr Wellington has a colorful personality and a great sense of style.

The design is simple –

  • the Nato Strap
  • the Leather Strap
  • A Watch for all Occasions summed that up

Target Audience:

For the modern style conscious male, but, ‘not just for men”.  (How clever is that!)

Stylish men, but not just for men

3. Well-rounded visual appeal on the right platform – Instagram

Shows how watches can match with different seasons/occasions by the easy change of strap (now everyone knows the NATO strap..) the over 917K fans is a good indicator of its success. It’s definitely thew golden child of Instagram – the visually appealing platforms for the fashionables

Daniel Wellington Has over 710K fans around the world, way more than its Facebook following. The place of all the quality content.

Daniel Wellington Has over 710K fans around the world, way more than its Facebook following. The place of all the quality content.

4. Strong Word of Mouth Network

That’s actually the top secrets of their success. They seeded out thousands of watches to numerous bloggers in different sectors and offered their fans a unique/personalised 15%-20% discount code for their fans to buy the watches directly from DW’s official site (of course, they do free shipping to lower the barrier).

As Shown in their Tmall Flagship Page

As Shown in their Tmall Flagship Page


Benefits of Extensive Bloggers outreach

1. Credibility – they are influencers. They built up their flowering and their own brand. It’s simple endorsement. They don’t need to be all fashion bloggers, as long as they poise a lifestyle followers aspire to.

2. Content – bloggers are content generators. Content is king. This is exactly what bloggers are good at. They create very impressive photos with the watches under the hashtag #DanielWellingtonWatches. With the bloggers and key opinion leaders (KOLs) starting the trend, others follows and a social culture of taking visually appealing image with DW watches is a cool thing to do.

3. Traffic – it’s all about sales at the end of the day. With the personalised discount, bloggers are more willing to direct traffic to DW’s site and encourage their fans to purchase – internet word of mouth.

4. Quality User Generated Content (UGC)

As the led by the fashionables, a social culture of #DanielWellingtonWatches have been formed. Quality UGC is ultimate consumer engagement. #DWpickoftheday offering no incentive but featuring the photos on DW’s official Instagram has been a great way to keep the momentum going for more quality UGC. It’s a symbol of style if your photo is picked. DW won the exposure and also the heart of the consumers – double win.

Featuring quality UGC (User Generated content

Featuring quality UGC (User Generated content

6. Board & Decentralised distribution

DW is sold in over 450 points in APAC and over 35 major online stores. They ranked no. 11 in the top watch brands in terms of sales on 11.11 in 2014. Their first ever store is in LCX Hong Kong. Rumor has it. The sales is impressive as well. As for Tmall, DW does play by Tmall’s rules, offering discount, coupon, 50% off here and there, even for online activation didn’t require such deep discount.

DW's Tmall Flagship

The Key to DW’s success is their smart use of social media and bloggers outreach. Whether or not, the brand is a one time hit or could emerge to an icon in fashion watch is still unknown. They just launched a new watch Dapper. What do you think?

(I did ordered mine online using one of the bloggers’ discount code 😉 Online Shoppaholic ME)