Marketing Analysis
Susanna Nicoletti
Apr 22, 2019

Culture marketing is the secret weapon for success in China

For a luxury brand to get Chinese consumers deeply engaged, a new process is needed.

’Ciao by Tod's‘ campaign is not engaging to Chinese consumers because there is no sign of a two-way conversation, no engagement with the customer’s unique circumstances. Photo: Tod's

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Or
Register Now
Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+852 3175 1913

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

Bitter chocolate: The fallout of a poorly planned promo on Chocolate Finance's reputation

1 Bitter chocolate: The fallout of a poorly planned promo on Chocolate Finance's reputation

Indian CCI raid GroupM, Publicis, IPG and Dentsu offices over alleged price-fixing

2 Indian CCI raid GroupM, Publicis, IPG and Dentsu offices over alleged price-fixing

Thai influencer walks out of KFC ad mid-set

3 Thai influencer walks out of KFC ad mid-set

Too old for the party, too young to leave—the paradox of middle age in advertising

4 Too old for the party, too young to leave—the paradox of middle age in advertising

VML & Ogilvy Japan names co-CEOs

5 VML & Ogilvy Japan names co-CEOs

Hari Raya 2025: The APAC campaigns you need to see

6 Celebrate Hari Raya with these heartfelt and creative campaigns

Why so many are leaving adland to embark on 'solopreneurship'

7 Why so many are leaving adland to embark on 'solopreneurship'

Meta's APAC chief Dan Neary steps down after more than a decade

8 Meta's APAC chief Dan Neary steps down after more than a decade

Unilever uses digital twins to accelerate content creation

9 Unilever uses digital twins to accelerate content creation

Accenture Song dropped from TfL creative review for 'not meeting DEI criteria'

10 Accenture Song dropped from TfL creative review for 'not meeting DEI criteria'

Related Articles

The rational consumer: Why China’s shoppers are spending smarter, not more
Mar 10, 2025
Staff Reporters

The rational consumer: Why China’s shoppers are ...

The fight for EV dominance in China
Feb 12, 2025
Yimin Wang

The fight for EV dominance in China

Publicis Media poaches Mickey Zhang as China president
Mar 4, 2025
Nikita Mishra

Publicis Media poaches Mickey Zhang as China president

Just Published

Campaign Asia-Pacific's Agency Report Cards 2024 will debut shortly
4 hours ago
Campaign Editorial

Campaign Asia-Pacific's Agency Report Cards 2024 ...

Campaign Asia-Pacific’s editorial team has conducted the definitive review of the top 25 media and creative agencies across APAC. The in-depth reports will be released shortly—subscribe now for exclusive access to the full analysis and insights.

The Botanist gin focuses on 'the now' as it backs brand overhaul with global campaign
11 hours ago
Charlotte Rawlings

The Botanist gin focuses on 'the now' as it backs ...

The rebrand was handled by The Elephant Room.

Havas Health is futureproofing creativity through Neurodiversity Center of Excellence
12 hours ago
Emma Thumann

Havas Health is futureproofing creativity through ...

The agency launched its Neurodiversity Center of Excellence to help implement neurodivergent talent in its creative marketing and brand strategy.

Why Snap’s creative chief is doubling down on ephemeral content
1 day ago
Surekha Ragavan

Why Snap’s creative chief is doubling down on ...

EXCLUSIVE: Veteran creative and former W+K leader Colleen DeCourcy on Snapchat’s new brand positioning, why the company is ‘anti-social media’, the benefits of in-housing, and more.