How do you adapt a brand to digital, whilst remaining faithful to over 100 years of history?

THE CHALLENGE

Fine watch and jewellery maison Van Cleef & Arpels was founded in 1906 on a love story, with their elegant pieces recognised worldwide for their craftsmanship and quality. In order to target a younger, digital savvy audience in China, our challenge was to adapt Van Cleef & Arpels in a way that stayed true to their prestigious brand heritage.

THE ASAP+ DIFFERENCE

Since 2012, we have built a lasting relationship servicing Van Cleef & Arpels’ official WeChat and Weibo accounts providing campaign-concepting, social media strategy, creative execution and design for both ongoing social platform promotion as well as new product launches and e-commerce. Through creative storytelling and inspirational content, we have helped Van Cleef & Arpels not only attract a younger, aspirational audience in China, but also engaged and inspired their target market in a way that builds long-lasting brand loyalty.

CREATIVE STORYTELLING

With the launch of Van Cleef & Arpels’ Women’s Cadenas Watch in 2016, we created a social media campaign that showcased the rich history of Van Cleef & Arpels. Our creative approach sought to showcase women from four different time periods that embodied grace through their movements in an interactive social media campaign that seamlessly integrated with e-commerce.

IMPACT

33,008 NEW FOLLOWERS

Since taking over the Wechat account we brought Van Cleef & Arpels to 35,000 by the end of 2017