Balenciaga certainly knows how to whip up a frenzy around product launches and launch of their latest it bag was no exception.
The “Shopping Phone Holder”, so named for its resemblance to the brand’s iconic shopping bags, debuted in China via a dedicated WeChat Mini Progam.
The bag was made available in three colors and VIP customers were given an exclusive sneak peek and the option of pre-ordering the bag of their choosing.
The campaign began with a three-day warm-up culminating in a VIP outreach initiative that lasted one day. The limited series of bags was then made available to the general public for a ten-day period.
Overall, the campaign was a major success resulting in peak engagement with the Mini Program and driving sustained interest in the product range,