A new fashion-related viral video trend are haul videos that are mainly posted on Youtube. People (predominantly teenage girls) talk in more or less short videos about where they just went shopping and show what they bought there. Some of them even mentioned prices of every single piece.
Fashion companies have been following the individuals that are showing off their merchandise. The industry is sceptical on using haul videos for advertising purposes. Although these videos can be used to gather some feedback from customers and fans, I think (and I hope) this tool will not make it into the tool mix of e-marketers in fashion companies.
Those of you who have no idea what I'm talking about have to see this video:
Showing posts with label Viral Marketing. Show all posts
Showing posts with label Viral Marketing. Show all posts
Saturday, December 5, 2009
Thursday, November 19, 2009
From Couture to Conversation
In my last post I have been blogging about a study that rated the digital competence of 109 luxury brands, some of them being fashion companies. The fashion company with the third highest rating (rank #11) was Gucci and today I totally understand why.
Gucci introduced its latest line of eyewear with a viral ad campaign by launching a website called guccieyeweb.com. This site lets visitors upload their own party pictures of which some of them will be chosen by Gucci and displayed on the website as if they were reflections in the various new eyewear styles. And this is how it looks like:
Patrizio di Marco, Gucci’s president, sees this initiative as a "tactical web promotion." According to him, guccieyeweb.com is a component of an integrated marketing plan for the launch of Gucci’s new youth-oriented sunglass collection. As social networking is an important activity for this target demographic today, this component has been the heart of the marketing plan. He also elaborates on the fact that the investment in building and maintaining this site equals to a handful pages in a traditional marketing campaign. Given that this site can be reached internationally, this investment can be highly efficient.
This is another example how companies step away from traditional marketing communication to more conversational marketing. This campaign is entirely build on customer involvement and would not work without customers' willingness to share their personal pictures. I am not sure if this campaign will be a success. What I am sure though is that Gucci will be able to easily track the conversion rate as each site of guccieyeweb.com shows the direct link to the online shop.
I could not hold off myself to test this website and to upload some of my pictures. Let’s see if I get picked by Gucci… I’ll keep you posted!
Found via The New York Times
Gucci introduced its latest line of eyewear with a viral ad campaign by launching a website called guccieyeweb.com. This site lets visitors upload their own party pictures of which some of them will be chosen by Gucci and displayed on the website as if they were reflections in the various new eyewear styles. And this is how it looks like:
Patrizio di Marco, Gucci’s president, sees this initiative as a "tactical web promotion." According to him, guccieyeweb.com is a component of an integrated marketing plan for the launch of Gucci’s new youth-oriented sunglass collection. As social networking is an important activity for this target demographic today, this component has been the heart of the marketing plan. He also elaborates on the fact that the investment in building and maintaining this site equals to a handful pages in a traditional marketing campaign. Given that this site can be reached internationally, this investment can be highly efficient.
This is another example how companies step away from traditional marketing communication to more conversational marketing. This campaign is entirely build on customer involvement and would not work without customers' willingness to share their personal pictures. I am not sure if this campaign will be a success. What I am sure though is that Gucci will be able to easily track the conversion rate as each site of guccieyeweb.com shows the direct link to the online shop.
I could not hold off myself to test this website and to upload some of my pictures. Let’s see if I get picked by Gucci… I’ll keep you posted!
Found via The New York Times
Friday, November 13, 2009
Marc Jacobs: Viral marketing in Fashion
Marc Jacobs is a highly successful American fashion designer. Being the head designer for Marc Jacobs and the diffusion line Marc by Marc Jacobs, the designer is currently the Creative Director of the French design house Louis Vuitton. Last year Marc Jacobs used social media smartly to launch a viral marketing campaign. He decided to name a bag after a fashion blogger called Bryanboy after the blogger made this amusing documentary about the designer:
Once the bag was lauched, ad for the ostrich bag was built around Bryanboy:
This step has not only helped Bryanboy to become a star, who is now being invited to almost every fashion show but more importantly helped Marc Jacobs to have a free avalanche of publicity in the world of fashion. I think it was a brilliant idea to choose a controversial fashion blogger who is often described as the "gay version of Paris Hilton." I can clearly see a trend where companies tend to choose their best and most influential customers to use them for their ad campaigns. In my post about American Apparel using Chictopia to find models we could see a similar strategy. Social media is really changing the marketing world!
Once the bag was lauched, ad for the ostrich bag was built around Bryanboy:
This step has not only helped Bryanboy to become a star, who is now being invited to almost every fashion show but more importantly helped Marc Jacobs to have a free avalanche of publicity in the world of fashion. I think it was a brilliant idea to choose a controversial fashion blogger who is often described as the "gay version of Paris Hilton." I can clearly see a trend where companies tend to choose their best and most influential customers to use them for their ad campaigns. In my post about American Apparel using Chictopia to find models we could see a similar strategy. Social media is really changing the marketing world!
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