la-perla-fashion-white-1Transforming a global icon for China

Strategy, social and campaigns

China is the fastest growing luxury market in the world. For La Perla’s executive team, the market represented the brand’s largest growth opportunity.La Perla was perceived by some as the ‘Hermes of lingerie’ in China. However far more revealed that they would only purchase La Perla when discounted, because it was ‘too expensive’.Hot Pot identified that La Perla’s value proposition was not clearly defined and across the marketing mix did not meet the aspirations of a younger affluent audience. The result - heavy discounting and ongoing damage to brand equity.Hot Pot was tasked with leading the brand repositioning. La Perla needed to look and act like an inspirational brand that celebrates all aspects of womanhood and justified its rightful place among the world’s iconic luxury brands.

Multi-channel campaign

Creative inspiration

  • Creative connection to the story of Qixi (Chinese Valentine’s Day), linking back to the Rainbow macrame collection

  • Brought to life through collaboration with renowned illustrator Julia Long

  • Assets featured illustrated elements, global product images and Key Opinion Leader (KOL) photos

  • Drove a cohesive, elevated visual identity across owned channels, KOLs and paid media

Social content

  • Campaign content focused on Weibo, WeChat & Little Red Book

  • Developed visual-first, animated WeChat articles, with 120%+ avg open rate

  • Campaign Hashtag (#共赴彩虹之约#) garnered 1,600+ mentions and 29M+ impressions

Paid media ads

  • Drove uplift in traffic to Tmall & JD and grew followers through paid ads on WeChat and Weibo

  • Using A/B testing and daily optimisation, we surpassed CPC and CTR targets for the campaign

  • Reached 34M+ impressions

KOLs & influencers

  • Sourced and managed 4x Tier 1 KOLs, 3x Tier 2 KOLs, and 10x KOCs

  • Collectively, 16 KOL posts across core channels met forecasted KPIs

  • Tiered KOL strategy diversified content and drove new awareness

  • Reached 10M+ impressions

SEM

  • Baidu search promotion focused on window format, big card format and small card formats

  • Continuously monitored performance and made adjustments throughout

LA PERLA: A QIXI DREAM共赴彩虹之约

Craftsmanship匠心 日久弥新

Decades of expert craftsmanship result in continuous innovation and the most luxurious products

Passion真情 最懂你心

Build an emotional connection. Empower achievement and success. Celebrate each and every milestone

Heritage传统 独树一帜

La Perla boasts a history like no other. Its story needs to be told. It’s history celebrates art, culture, and femininity

Results

Marketing

Marketing

  • Drove 300K+ traffic to La Perla’s Tmall & JD stores

  • 58% higher than forecasted

  • La Perla’s WeChat articles had 7x more reads and 20x greater engagement vs baseline figures for the account

  • Generated more than 44M impressions with 20k+ engagements, largely driven by KOLs 

Commercial

Commercial

  • 230% increase in sales, compared to the same period and budget in the previous year

  • 71% of sales value from new customers, shifting the demographic to younger, brand savvy consumers

  • Average discount rate online dropped from 54% to 19% YoY, directly impacting bottom line

La Perla
La Perla
Case Study - La Perla