In honor of the Lunar New Year, Moncler launched an exclusive capsule collection. The highly coveted pieces in shades of fire engine red and inky black, feature eye-catching embellishments inspired by the year of the pig.
To mark the occasion and generate buzz around the new collection, Moncler launched a WeChat campaign designed to drive maximum engagement.
The post itself integrated creative imagery to highlight the key pieces from the capsule. At the bottom of the article, a call to action incited followers to leave a comment for a chance to win an item from the collection.
The campaign was a great success, garnering over 79,000 page views, 257 likes, and 2,573 comments and demonstrating that the right call to action can result in big buzz.