Over the past few years, social media has moved fast and has taken its hold in the world of business. Retail brands, in particular, are testing and learning how to increase their online presence and make their brand strategies work on social media platforms. American luxury leather goods company, Coach, is one brand that has managed to master Social Media. For instance, catering to its new market, China, Coach developed a campaign on WeChat titled “Win Gifts on Horseback”, which is also a Chinese pun meaning ‘win gifts immediately’. (WeChat is a mobile text and voice messaging communication service developed in China, first released in January 2011). The campaign comprises of three parts: draw for winning a handbag, a New Year’s wallpaper download, and a red envelope with a gift card and coupon lottery.