520

Jing Daily spotlights 6 luxury brands celebrating this year's 520 Day with innovative approaches, and analyzes how they won over local shoppers.

The campaign revolved around the idea of love as a unique declaration between two people. The campaign “Blue is the Color of Love” starred the luxury jeweler’s global brand ambassador Eileen Gu, the Olympic gold medalist freestyle skier and model. Following this concept, the company presented an original, artistic fantasy via campaign videos and photographs. Thanks to these celebrities (who count a total social following of 50 million), the campaign hashtag has hit 1120 million views as of May 20. Such assets function as a stamp of virtual identity, which will help the house to consolidate its digital relevance and expand its online communities. Balenciaga launched a campaign which included a series of social initiatives and limited editions, all available on their official website and offline stores.