Mulberry

As Mulberry’s retained lead agency in China, Hot Pot Digital handles all China digital strategy and delivers the Mulberry brand story to a targeted audience of affluent luxury consumers.

The Challenge

In a China luxury market once dominated by louder, glossier leather goods brands, Hot Pot Digital was tasked with making  Mulberry’s sense understated sophistication resonate with the right consumers and creating affinity for this quintessentially British brand.

Mulberry Weibo
Hot Pot Digital shoot with illustrator Nancy Zhang

The Solution

We set to work exploring Mulberry’s core brand pillars of Britishness, Heritage, Craftsmanship and Luxury. From these pillars our brand team created a set of China brand and content guidelines that inflected each of these values with the right mix of global appeal and China relevance. These guidelines informed all of our work across the social and digital domain, establishing a unique, differentiated brand that at once resonated with Chinese consumers while remaining true to Mulberry’s nuanced global brand DNA.

  • Weibo and WeChat strategy
  • Dedicated tactical campaigns
  • China digital asset creation
  • Celebrity and KOL recruitment and management
  • China eCommerce consulting

In addition to Mulberry’s localised brand and digital strategy, Hot Pot Digital delivers digital influence to Chinese consumers via collaborations with leading lifestyle and fashion KOLs.  Working with conventional fashion media, we also deliver influence to targeted groups via a range of leading bloggers, stylists and creative opinion leaders.

In short, a pool of content creators, all of whom are uniquely influential, all of whom are uniquely Mulberry.

Hot Pot Digital street style shoot with actress Tian Yuan

Delivering Influence

In addition to localised brand and digital strategy, Hot Pot Digital has delivered digital influence to Chinese consumers via collaborations with leading KOLs. In additional to conventional fashion media, we have delivered influence to targeted groups via a range of leading bloggers, stylists and even illustrators. In short, a pool of content creators, all of whom are uniquely influential, all of whom are uniquely Mulberry.

“Hot Pot work with us as our lead digital agency in China and are our key advisors on market and cultural knowledge, providing valuable insights into the Chinese luxury consumers habits both online and offline.
 
We work closely with their team who are always responsive, proactive and have a brilliant can-do attitude that makes for a great agency experience. With a team based in the UK and China we know that we are getting the best of both worlds –excellent client service as well as current cultural insights.”

 

Kaye Carmichael
Marketing Manager – Asia & Middle East