The Imperative for Change
In an era where digital experiences are increasingly critical to brand engagement, Tumi recognized the importance of offering an innovative and immersive platform to showcase their latest collections, products, and seasonal activations. The launch of a global virtual store was a significant step in providing customers with an interactive and engaging shopping experience. However, to maximize the impact of this initiative in the Chinese market, Tumi needed to adapt the campaign to fit the unique digital ecosystem of China. This adaptation was essential to ensure the campaign’s success and to strengthen Tumi's brand presence in China.
The Transformative Solution
Our team was tasked with tailoring Tumi's global virtual store campaign for the Chinese audience within the WeChat ecosystem. Specifically, we focused on adding details of VR virtual experience development and implementing two engaging games to the mini-program.
The UX/UI design was focusing on creating an interface that was intuitive and visually appealing to Chinese users. This involved incorporating design elements that resonated with local aesthetics and preferences while maintaining Tumi's global brand identity. The design was crafted to facilitate easy navigation and interaction, enhancing the overall user experience. Moreover, in the VR virtual experience development, we ensured high-resolution graphics and smooth transitions to provide an immersive feel for users. The two games implemented were carefully designed to be both entertaining and in line with Tumi's brand image, adding an interactive and fun element to the mini-program.
The Business Impact
The successful localization of the campaign strengthened Tumi's brand presence in China, demonstrating their commitment to understanding and meeting the needs of the local market. This project highlighted Tumi’s ability to innovate and adapt global initiatives to local contexts, setting a precedent for future digital campaigns. Overall, the Mini-program not only enhanced brand engagement but also drove sales, contributing to Tumi’s growth and success in the Chinese market.
