JUL 06, 2021
On June 24, the livestream of Louis Vuitton’s spring 2022 menswear show, dubbed “Amen Break,” raked 131 million views across different social platforms in China. Among them: Kuaishou, which contributed 39 million, or nearly one-third, of the views.
Kuaishou, which translates to “quick hand,” is a Chinese short-video platform and a nemesis of TikTok’s local version Douyin. It was an unexpected platform choice for Louis Vuitton as its content is known for being geared toward China’s mass market, with audiences in less populous and less developed regions.
While the brand’s choice was a jaw-dropping one for the public, it was commendable according to marketing professionals.