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Brunello Cucinelli Collection Tour

Mission:

To make fans of Brunello Cucinelli aware that the 2019 autumn winter collection would be travelling from Perugia to China for two weeks

Additionally, raise the profle of the Bruno Cucinelli brand and in particular the Opera Collection itself.

Concept:

The Mini Program accompanies the two week tour as it visits Beijing, Dalian and Shanghai

Users are introduced to the brand and the Opera Collection, as well as offered the opportunity to book appointments at their nearest boutique.

Items from the Opera Collection may also be purchased from the Ecommerce site.

With the share function, users can share the brand story, Opera Collection introduction, product and boutiques to WeChat friends. They can even share the invitation card to friends, allowing them to go to an appointment together.

Appointment confirmation leverages SMS and MP service messages to users, as well as email notification to the individual boutiques.

Result:

Launched on October 14, 2019 with much success; helping promote the Opera Collection and driving users to offline boutiques.

Post the Opera Collection tour, users can still access the MP to find boutiques and experience the latest products at all Bruno Cucinelli boutiques.

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