After the huge success of American artist Jean-Michel Basquiat’s retrospective at the Museum of Modern Art in Paris, it is a lucid step of Kenzo to get inspired by graffiti aesthetics for their latest perfume creation.
Kenzo’s new eau de toilette is a rejuvenation of its flagship fragrance FlowerByKenzo through street art inspiration. The originally scentless red poppy flower remains at the heart of the product’s identity, only this time it comes in a minimized graffiti representation. The campaign has a very artistic sensibility and expresses a connection between the urban world and nature, an attachment to poetry and a playful mixing of contrasts.
In short, Kenzo stays true to the original values of the brand and still manages to bring in a breath of fresh air with the new marketing campaign of FlowerTag.
More and more brands create dedicated minisites for their core products in order to highlight them with exclusive content on a clear and well-structured website. We can think of several examples of minisites: diorviii.com, j12-chromatic.chanel.com, mademoiselle.chanel.com, etc. However, these sites are often not driving a lot of visits because they are not very interactive and neglect the leverage of the huge user base of social networks.
On the contrary, Kenzo decided to turn social networks to account.
Kenzo created for the launch of their new fragrance, a minisite with two creative and playful applications in consistency with the perfume’s name: FlowerTag.
The first application, called Tag your Dreams lets you incorporate your personal message into their official campaign video. After entering your text, Polish model Edyta Zajac sprays it as graffiti tag onto a white rooftop wall of the Parisian building the campaign was shot on. You can then post your personalised video on your Facebook or Twitter wall or share it by e-mail. It is an original way to send a message and a great method for Kenzo to spread their video campaign.
The second application is a tag contest, which lets you unfold your creativity with a digital tagging. After combining different fonts, symbols and freehand drawing, the tagger 2.0 will only have to register his artwork on the minisite and can then share it with his Facebook friends, Twitter followers and by e-mail. The ultimate catcher: one of the designers, among the 20 with the most user votes, will win a trip to New York, birth place of the graffiti street art.
The new fragrance has a fresh, fruity and flowery scent and is targeted at a younger market segment. In fact, their target audience accurately corresponds to social network user profiles. For example, 45% of Facebook users are under 25 years old and another 20% between 26 and 34. Moreover, Twitter users are said to be around 57% women and also mainly under the age of 34.
So, Kenzo’s initiative is a clever idea considering the 750 million Facebook and 200 million Twitter users worldwide. Every month, more than 250 million people engage with Facebook on external websites, which demonstrates that people are in fact keen on falling back to their Facebook profile to collect and share their favourite web content.
In a world where choices are endless, a consumer might consider one brand or one product over another because of compelling storytelling.
The new timepiece, Dior VIII, is an example of such storytelling. It is calling on Christian Dior’s history and imagery. First, the number 8, Christian Dior’s fetish number, has always been the quintessence of the brand. The House of Dior was founded on October 8, 1946. The headquarters of the famous Couture House are in the 8th arrondissement in Paris and the newly renovated flagship store of Dior Fine Jewellery and Timepieces is at 8, place Vendôme. We might also recall that Christian Dior’s first collection, presented in 1947, was entitled “En Huit”. It was afterwards renamed “the New Look” by the editor-in-chief of Harper’s Bazaar, Carmel Snow, and has been emblematic ever since. Moreover, the pyramid shapes of the watch’s bracelet reflect Christian Dior’s lifelong love of architecture and structured volumes. Also, the design harks back to his origami dresses and the caning motif of the iconic Lady Dior bag.
It is evident that Dior delivered remarkable storytelling with its Dior VIII. One that gives target consumers a reason to desire and consider Dior VIII as an iconic watch to possess. One marketers can take as a benchmark and corner stone for building-up an iconic product.
With about 55 million tablets to be sold globally in 2011, growing to 80 million in 2012, marketers should consider applications as a new tool to activate in their 360° marketing plans.
Lately, more and more luxury brands have launched their specific iPad applications. There are for example the Dior Diary, the YSL Rouge Pur Couture, the Omega Lifetime Magazine or the Cartier Fine Watchmaking app. However, most of these apps are mainly informative and not very interactive.
In June 2011, Jaeger-LeCoultre released the iPad application “My Reverso”, an online personalisation programme for its iconic wristwatch. They surely step into the shoes of Louis Vuitton and their famous “Mon Monogram” online customization; however, the “My Reverso” iPad application remains unparalleled in the luxury universe.
Jaeger-LeCoultre drives traffic to their app through promotion banners on their official website and Facebook page. Once installed, the application lets a potential buyer test different engravings and enamellings such as initials, dates, coats of arms, signs of the zodiac, hearts, flowers or territories with various fonts and colours. You first select your favourite Reverso model and then browse through all different personalisation options and themes.
The application is a playful and interactive way for Reverso admirers to imagine and share their customised design with friends. But above all, it is the perfect initiative, of Jaeger-LeCoultre, to strengthen its iconic watch and make it transcend time. Jaeger-LeCoultre rightly seized the occasion to create a unique experience for the iPad’s affluent audience, which perfectly corresponds to their target group.
Given these points, luxury brands should apprehend the tremendous user engagement opportunities that the iPad presents and enter upon displaying their products through this leading-edge marketing medium.
The iPad has two major advantages compared to smartphones: its size and its speed. As a result, the iPad is a far more convenient media consumption device and lends itself to more creative and resourceful apps. So, make your brand benefit from the fact that you can offer users more engaging apps displaying large amounts of content, without delay and stuttering.
You should always remember that on the iPad the experience matters. Your app should be updated regularly and have interactive features.
Finally, focus on your app’s visibility. Promote it on Google, iTunes, Facebook, Twitter and your website to actively drive traffic to it and get the most out of your investment.
The success of large luxury brands can partly be credited to their capacity to generate the best possible dream factor. A dream factor not only rooted in their DNA but also in “l’air du temps” by bringing together artists, filmmakers, photographers and their muses, all of whom capture the interest of journalists, trendsetters, influence-makers and brand evangelists.
Along with the rise of social media and the importance of interaction with the consumer comes the question: How do you extend your dream factor into social media and avoid consumer interactions weakening your brand?
The answer is simple: by taking control of the message and the messenger. Remember Albert Einstein’s maxim: “A man’s destiny will be the one he deserves.” In other words, it is up to the brands to control their destiny by perpetuating the dream factor through every social interaction possibility.
This means controlling social networking tools. Case in point: The Art of Travel on Louis Vuitton’s Facebook page. You are immediately immersed in the Louis Vuitton universe!
It also implies providing consumers with stimuli driven social interaction and guiding them in the direction which you, as a marketing director, wish to take. By looking at some fashion, luxury and even technology brands, marketing directors and brand managers can leverage content, generated for consumer communication purpose, and extend it into social media.
Over the last few years, brands like Chanel, Dior, Louis Vuitton and Burberry have generated considerable amounts of content, nurturing not only storytelling but also subjects for social interaction. These include advertising, making-ofs, branded content like Lady Rouge by Dior, fashion shows featuring designers, star interviews, etc.