Montblanc Marketing Campaign to target Chinese HNWIs in the UK

BRIEF

Montblanc is a leading luxury brand established in 1924. Whilst the brand has built its luxurious brand image amongst mature customers, it wanted to approach to the young affluent audience. Comms8 was entrusted to target the young generation of UK-based Chinese audience to raise their engagement with Montblanc’s social media platforms, and the footfalls to the physical stores around London.

STRATEGY

Brand matched influencer campaign: From KOL recruitment, selection, to briefing & performance monitoring, Comms8 worked closely with top-tier influencers to create authoritative social media posts about their experiences with Montblanc.

Exclusive in-store events: We organised and hosted 2 exclusive in-store events for selected influencers in London to get the first-hand experiences of Montblanc’s premium quality and services. Through face-to-face interaction with the brand’s representative, enabled the KOLs to know a more in-depth story about the brand to then share with their network and audience.

RESULT

We have more than 100k organic reach over the 6-week campaign period with 2.6% CTR from IG Stories.  We delivered 155% of our target quantity of post and 500% of our target quantity of story and brought in over 1,000 new users to Montblanc’s website.