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The luxury industry does really require a specific approach since branding is key and have to respect rules more than anywhere else. Value of the brand is so high that you don't want to take any risk about it. Nonetheless, alternative marketing is still possible. You should offcourse avoid approaches involving humor and silly youtube videos. But please find below some possible actions : - Givenchy used UGC in a controled way : With <a href="http://www.culture-buzz.com" rel="nofollow">Vanksen</a>, we worked to help Givenchy to connect with its targeted audience when they were launching their latest perfume "Play" with Justin Timberlake as egerie. We designed a <a href="http://www.playgivenchy.com/fr/home.php" rel="nofollow">UGC application</a> where visitors were invited to use an online sound mixer to create their own mix. They could challenged their friends and win a real recording session in a music studio. - Chanel created buzz with interactive shopping window : <a href="http://www.vanksen.com" rel="nofollow">we</a> deployed <a href="http://www.youtube.com/watch?v=d48Bq8QXhWE" rel="nofollow">interactive shopping windows </a>in <a href="http://www.youtube.com/watch?v=shIO0vn9p7o" rel="nofollow">NY</a>, London, Paris, Tokyo & Hong Kong to help Chanel to celebrate their new egerie for their Coco Mademoiselle flagrance and create buzz around it. The windows were reacting and animations were impacted thanks to the passerby moves. The different actions were filmed and broacasted a few hours later fullscreen on the internet on their site. - Passionata & the exclusive online + offline event approach : The famous french lingerie brand asked us to help them generated word of mouth around their new collection. We invited 30 of the most important european fashion bloggers to attempt an <a href="http://show.passionata.com/" rel="nofollow">exclusive lingerie défilé in The Crazy Horse Club in Paris</a>. The video of the show was then available online but required to register (data & contact capture) and they a few days later spread on the video platforms. Finally a desktop + facebook widget were offering users to access premium content (videos and photos) on a regular basis. - Chanel, Thierry Mugler, Guerlain, Cacharel,... connecting with online opinion leaders and influential bloggers : With <a href="http://www.buzzparadise.com" rel="nofollow">BuzzParadise</a>, our social media marketing platform connecting brands & more than 8000 influential bloggers worlwdide we have organized many campaign to help these brands spread their messages in a efficient way through bloggers event or seeding strategies. - Branded content for Chanel & its "Flaneries Parisiennes" : In 2008, during the fashion week, <a href="http://www.flaneries-parisiennes.tv/" rel="nofollow">Chanel launched a serie of branded videos </a>for TV (Paris TV). Therefore they are many ways to generate buzz or go viral for luxury brands. One final strategy many of them already adopted is to sponsor a (non conventional) artist....

The luxury industry does really require a specific approach since branding is key and have to respect rules more than anywhere else. Value of the brand is so high that you don't want to take any risk about it. Nonetheless, alternative marketing is still possible. You should offcourse avoid approaches involving humor and silly youtube videos. But please find below some possible actions : - Givenchy used UGC in a controled way : With <A href="http://www.culture-buzz.com">Vanksen</A>, we worked to help Givenchy to connect with its targeted audience when they were launching their latest perfume "Play" with Justin Timberlake as egerie. We designed a <A href="http://www.playgivenchy.com/fr/home.php">UGC application</A> where visitors were invited to use an online sound mixer to create their own mix. They could challenged their friends and win a real recording session in a music studio. - Chanel created buzz with interactive shopping window : <A href="http://www.vanksen.com">we</A> deployed <A href="http://www.youtube.com/watch?v=d48Bq8QXhWE">interactive shopping windows </A>in <A href="http://www.youtube.com/watch?v=shIO0vn9p7o">NY</A>, London, Paris, Tokyo & Hong Kong to help Chanel to celebrate their new egerie for their Coco Mademoiselle flagrance and create buzz around it. The windows were reacting and animations were impacted thanks to the passerby moves. The different actions were filmed and broacasted a few hours later fullscreen on the internet on their site. - Passionata & the exclusive online + offline event approach : The famous french lingerie brand asked us to help them generated word of mouth around their new collection. We invited 30 of the most important european fashion bloggers to attempt an <A href="http://show.passionata.com/">exclusive lingerie défilé in The Crazy Horse Club in Paris</A>. The video of the show was then available online but required to register (data & contact capture) and they a few days later spread on the video platforms. Finally a desktop + facebook widget were offering users to access premium content (videos and photos) on a regular basis. - Chanel, Thierry Mugler, Guerlain, Cacharel,... connecting with online opinion leaders and influential bloggers : With <A href="http://www.buzzparadise.com">BuzzParadise</A>, our social media marketing platform connecting brands & more than 8000 influential bloggers worlwdide we have organized many campaign to help these brands spread their messages in a efficient way through bloggers event or seeding strategies. - Branded content for Chanel & its "Flaneries Parisiennes" : In 2008, during the fashion week, <A href="http://www.flaneries-parisiennes.tv/">Chanel launched a serie of branded videos </A>for TV (Paris TV). Therefore they are many ways to generate buzz or go viral for luxury brands. One final strategy many of them already adopted is to sponsor a (non conventional) artist....

2008-12-24T23:09:14+00:00

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2008-12-24T23:09:14+00:00