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Marketing
09 December 2008 08:22am
Dear all,
I'm currently investigating whether viral marketing is suitable for luxury / premium goods and its very selective audience.
Do you have any experience in doing viral marketing campaigns in the luxury segment (watch, automotive, golf, jewellery, clothes...?
I would appreciate to see some viral campaigns in the industry which have proven to be successfull.
Thank you.
Kind regards,
Mike
Director at Velocity
15 December 2008 10:51am
The Now Corporation does a lot of great virals.
Must be some luxury brands in their portfolio:
thenowcorporation.com
DK
Search Engine Optimization Consultant at SEOHAWK
15 December 2008 14:02pm
I do not have viral marketing experience in luxury business, but yes, I have worked on SEO marketing for these businesses.
You can try Google adsense which has launched several new features to help advertisers reach their target audience effectively.
For example, you can target your ad for myspace users who are "Female" and are aged in between 20-30.
These sort of features are now available on Google adsense and can help you improve ROI.
Read more about these updates at : http://www.seohawk.com/blog/google-adwords-dec08/
rgds
Jimmy
Marketing
15 December 2008 14:27pm
Thanks for your input to both of you.
It appears that luxury good are not (yet) using viral marketing to promote their business unless going into real extremes such as Diesel with its Diesel XXX clips you can find on youtube for example.
I will have a look at the now corporation and google adwords input from Jim.
Thank you and if you have any more input or ideas please post.
Cheers
Mike
Director of Research and Education at Econsultancy
16 December 2008 12:45pm
Hi Mike,
Virals are being used by luxury goods - you might want to check out the viral chart which is compiled by Unruly Media. (They're video seeding specialists... and they work with a lot of huge brands).
Their luxury viral chart includes brands such as Gucci, Louis Vuitton and Chanel. Direct link is here.
Hope you find this useful.
Jake
Marketing
16 December 2008 15:37pm
@Jake: Very usefull links many thanks !
I did not know that viral chart had this luxury section. It it exactly what i was looking for.
Thanks again.
Greets
Mike
Director of Research and Education at Econsultancy
17 December 2008 13:39pm
No problem.
It's also worth bearing in mind that products in the luxury market creep up not only in virals - direct video ads and product placements (intentional or not) usually see good responses.
Increasingly, we're also seeing them cross-over into each other: A good example of this is the Nike viral thats been floating around since the beginning of this year where Kobe Bryant jumps over an Aston Martin.
Jake
CEO at Vanksen|Culture-Buzz & BuzzParadise.com
24 December 2008 23:09pm
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 Vanksen, 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 UGC application 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 : we deployed interactive shopping windows in NY, 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 exclusive lingerie défilé in The Crazy Horse Club in Paris. 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 BuzzParadise, 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, Chanel launched a serie of branded videos 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....