Giuseppe Zanotti in China
Global Luxury, Local Edge.
As Giuseppe Zanotti’s retained digital agency in China, we shaped the brand’s voice
across WeChat, Weibo and RED — maintaining its global DNA while embedding it into
local culture. Through social storytelling, paid media, and targeted KOL collaborations,
we built a strategy that consistently connected the brand with its Chinese audience.
Playful Innovation on WeChat.
We designed and built customised H5 games — from the holiday puzzle “GZ Adventure” to the Lunar New Year “Snow Fantasy” — bringing collections to life through interactive play. These campaigns blended creativity with gamification, generating millions of impressions, tens of thousands of plays, and new followers, while positioning Giuseppe Zanotti as a digital pioneer in luxury.
Cultural Moments and Collaborations.
We connected the brand to China’s cultural calendar with livestreams, celebrity seeding at Shanghai Fashion Week, and high-profile media collaborations. A highlight was the co-branded Be@rbrick launch, where our unpaid KOL and celebrity gifting strategy placed the limited edition art toy in the hands of tastemakers, sparking organic buzz and expanding cultural relevance.
From Digital to
Real-World Impact.
We extended Giuseppe Zanotti’s presence beyond screens through activations like Fashion Encounters at Shanghai Bicester Village, where VIPs wore the brand and collections were showcased in person. These moments blended prestige, visibility and consumer connection — reinforcing the brand’s luxury positioning while driving awareness across platforms.
Results.
- Engagement & Reach
Engagement & Reach Giuseppe Zanotti campaigns generated over 28 million impressions across WeChat and RED, with game activations alone driving more than 200,000 player submissions and thousands of new followers.
- Influencer Impact
Unpaid KOL and celebrity seeding — including the Be@rbrick collaboration — delivered 400,000+ organic impressions, boosting the brand’s visibility and desirability with fashion-savvy Chinese consumers.
- Community Growth
Social activations recruited nearly 9,000 new followers within weeks, strengthening the brand’s long-term community presence on WeChat and RED.