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Fashion
Digital Marketing
Moncler: Journey of the Dragon Campaign
Moncler Case Study: Journey of the Dragon Campaign
Challenge
Capturing Attention During the Highly Competitive Lunar New Year Season
In the competitive 2024 Lunar New Year season, Moncler aimed to stand out among numerous global brands vying for Chinese tourists’ attention. Amid a rebound in Chinese tourism across top Asian destinations, Moncler needed a strategic approach to engage high-value customers and convert digital awareness into offline store visits. The challenge was to build a compelling brand journey that bridged Moncler’s luxury appeal with culturally relevant experiences that would draw affluent travelers into stores.
Solution
Creating a Holistic Journey for Chinese Travelers
Moncler’s campaign was designed to capture the entire user journey, from digital engagement to in-store interaction, using targeted content and incentives to guide customers from online touchpoints to offline stores. The message, “Dragon treads a thousand miles, journey begins with enchantment,” encapsulated the campaign’s vision of combining luxury and cultural depth to invite travelers into an exclusive shopping experience.
- Holistic User Journey: Recognizing the digital savviness of Chinese travelers, Moncler developed an end-to-end experience that moved users seamlessly from digital engagement to in-store interactions. This holistic journey aimed to attract, engage, and convert Chinese tourists through carefully crafted digital campaigns that drove visits to physical Moncler stores in Ginza, Aoyama, Shibuya, and Osaka.
- Creative and Compelling Campaign Messaging: The Year of the Dragon Capsule Collection was marketed with culturally rich storytelling, enticing customers with the allure of the dragon—a powerful symbol of luck and prosperity. The campaign’s festive imagery and thematic elements highlighted Moncler’s dedication to celebrating the Lunar New Year, reinforcing a strong cultural connection with the audience.
- Effective Media Strategy to Boost Conversions: Moncler implemented a media plan that strategically targeted affluent Chinese consumers from cities like Shanghai, Beijing, Hong Kong, and Macau—regions showing a rapid rebound in outbound travel to destinations in Asia. By using a mix of high-impact platforms and targeted content, Moncler reached a broad audience, maximizing visibility and encouraging in-store purchases.
Outcome
A Successful Campaign Driving In-Store Visits and Brand Loyalty
The Journey of the Dragon campaign achieved remarkable success, driving increased foot traffic to Moncler’s Japanese stores and boosting brand loyalty among Chinese travelers. Moncler reported a surge in store visits and in-store purchases, with many travelers sharing their experiences online, further amplifying the campaign’s reach and solidifying Moncler’s reputation as a culturally attuned luxury brand.
Results at a Glance:
- Increased In-Store Traffic: Moncler’s locations in Japan saw a significant rise in foot traffic from Chinese tourists during the Lunar New Year shopping period, making it one of the most sought-after destinations for luxury shopping.
- Enhanced Customer Engagement: Through digital storytelling and in-store experiences, Moncler effectively bridged the online and offline customer journey. Travelers shared their Moncler experiences across social media, contributing to a broader organic reach and furthering the campaign’s impact.
- Strengthened Brand Loyalty: By aligning the campaign with culturally resonant themes and a memorable in-store experience, Moncler deepened brand loyalty, setting the foundation for ongoing engagement with Chinese travelers abroad.
Moncler’s Journey of the Dragon campaign serves as a benchmark for effective travel marketing, combining a thorough understanding of cultural relevance with a digitally integrated strategy. As the recovery in Chinese tourism continues to bring affluent travelers to coveted destinations in Asia, Moncler’s campaign highlights how luxury brands can enhance their appeal by crafting meaningful, culturally inspired journeys. By embracing storytelling, digital touchpoints, and in-store interactions, Moncler created an unforgettable Lunar New Year experience that resonated deeply with its global audience, reinforcing its place as a luxury brand that understands and celebrates its customers’ diverse cultural backgrounds.
