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The CHANEL Paris in Rome Métiers d’Art replica show in Beijing had enormous media coverage and a fantastic sell-through in China due to strategically planned social media content and an end-to-end mobile experience from show to boutique. The expanded mobile experiences gave personalized itineraries on WeChat for fly-in clients, and minimized wait time by checking into the show through the Wechat app. Its effectiveness made it a standard event check-in solution across China afterwards.
The WeChat experience was a one-stop destination of all show related content and services. It also allowed customers to send their favorite styles from the show to a physical boutique for in person fitting appointments. The short launch cycle and complex content structure forced us to quickly iterate and course correct based on quantitative feedback.