LVMH's jewellery brand Strolli Oro picks WE Digital for social media

Elliott Yuen, general manager of Strolli Oro, stated that the brand, which was established 20 years ago in Italy, entered the China market a year ago with seven stores in Shanghai, Wu Si, Suzhou, Chengdu and Shenyang.

Yuen says the brand will have a large-scale campaign next year, Weibo will be one of the channels in the multi-channel approach. The microblogging platform is expanding very quickly in China, and provides a "very effective" way of word-of-mouth marketing, he said. "We would like to use the new media to warm up of brand marketing in China."

Yuen added that he has previously worked with the key management of the WE Marketing team in his past career, he was previously marketing head of Ikea Hong Kong and Taiwan.

“Weibo is a very effective way for word-of-mouth marketing, many brands have not fully utilised it yet,” Yuen said, “WE Marketing Group is the first agency in China to set up WE Digital, a digital team with the specialised knowledge in helping enterprises to expand their brands in Weibo and social media in China,” he said.

Viveca Chan, chairman and CEO of the WE Marketing Group said Strolli Oro was "like the Zara of jewellry".

"(It is) fine jewellery with an affordable price tag targeting the booming young female market in China."