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Top 10 luxury brand multichannel campaigns of Q2By Tricia Carr
Marketers such as Burberry, Four Seasons, Hugo Boss, Lexus and Michael Kors spread their latest brand messages via traditional and digital channels during the second quarter of this year to pick up the pace against competitors that focused on one channel.
While campaigns that have the most reach likely span digital, social media and mobile, the marketers that chose to include print, television and in-store initiatives showed that they could embrace technology while not departing from their traditional marketing roots. These campaigns helped luxury marketers to hone in on true affluent consumers as well as a young, tech-savvy group of aspirational consumers.
Here are the top 10 mulitchannel campaigns from luxury marketers that were enacted during the second quarter of this year, in alphabetical order.
Burberry – British fashion giant Burberry used hometown London as inspiration for its autumn/winter 2012 campaign starring musician Roo Panes and actress Gabriella Wilde, which it released during the second quarter.
The campaign was shot at the Royal Naval College in Greenwich in London and is entirely in black-and-white.
The campaign is being pushed through digital, mobile, out-of-home and print outlets.
For instance, consumers can look at short films, imagery, music and the collection on Burberry.com and buy the collection through the campaign gallery.
Burberry wanted to include everything that is in the heart of the brand, celebrating London through imagery, film, music, weather and outerwear in a poetic and British way, according to creative director Christopher Bailey.
As always, social media played a huge part in this effort. The campaign is available on all platforms including Facebook, YouTube, Twitter, Google+, Instagram, Pinterest, Sina Weibo, Douban, Kaixin001 and Youku.
Also, Mr. Panes wrote and recorded “Indigo Home” for release June 1 as the official campaign soundtrack. It was available on iTunes on that date (see story).
Burberry also incorporated shoppable video into the autumn/winter 2012 campaign with a digital experience on its Web site.
The four-part video series features a soundtrack of music by Mr. Panes and show him and Ms. Wilde in Burberry jackets and accessories (see story).
Burberry’s The Encounter video
Chopard – French jeweler Chopard used its partnership with the 65th Cannes International Film Festival to push new products, celebrate its legacy and connect with consumers through cultural icons.
Chopard’s tribute to Marilyn Monroe debuted at the festival. There are 25 previously-unpublished images of Monroe by Milton H. Greene that were presented.
The exhibition was previewed at the Cannes Festival and is touring the world during the rest of 2012.
The jeweler pushed these efforts through social media, a dedicated Web site and various set-ups at the festival.
For example, the microsite included a Cannes 2012 red carpet collection, live feeds, the tribute to Monroe and history between the jeweler and the festival.
Consumers could also visit the Chopard Facebook page and Twitter feed for real-time updates, images and videos about the festival (see story).
Crystal Cruises – Crystal Cruises rebranded itself during the second quarter through an all-encompassing campaign called Begin a New Story that centers on the notion of the travel journal and encourages consumers to share memories from past cruises.
The marketing efforts focus on cruise destinations and once-in-a-lifetime experiences, rather than the amenities of the ship.
Begin a New Story uses multiple channels including print ads with digital watermark technology, brochures, online banner ads, email, video and a smartphone app.
For instance, print ads appear in Condé Nast Traveler, National Geographic Traveler, Town & Country, Travel & Leisure, Coastal Living, Elle Décor, Food & Wine and Forbes Life.
Consumers can scan the ads with their smartphones to reveal a 60-second video that shows three travelers’ experiences in select Crystal Cruises’ destinations through watercolor animation.
The brand asked eight watercolor artists to create images that are used in all aspects of the campaign (see story).
Crystal Cruises released its first smartphone application during the second quarter that enables travelers to share photos via social media, email and traditional mail (see story).
Crystal Cruises Facebook page
Four Seasons – Four Seasons Hotels and Resorts positioned itself as an expert on luxury wedding planning with a new tablet magazine application and dedicated social media handles.
During the second quarter, the hotel brand established a magazine that is available to brides on-the-go via a free app for the iPad.
Weddings magazine will also be distributed as a glossy print edition at 86 Four Seasons locations and magazine articles will be featured online at http://fourseasonsmagazine.com/weddings.
In addition, Four Seasons made weddings-only Twitter and Pinterest accounts dedicated to sharing expert tips from the hotel’s staff and stories from real Four Seasons brides. Posts will offer luxury wedding trends and inspiration from real weddings.
The brand established a Four Seasons Wedding app on its Facebook page that features a feed from the Weddings online magazine and news from its other social media channels (see story).
Four Seasons Weddings Web site
Hennessy – High-end spirits brand Hennessy relaunched itself in the second quarter with its Wild Rabbit campaign, enlisting the endorsements of Martin Scorcese, Erykah Badu and Manny Pacquiao and what drives and motivates their potential.
The campaign consists of print advertisements, billboards, installations, QR codes and Web marketing.
The Wild Rabbit campaign aims to draw parallels among the journeys of leading icons in various fields and those who enjoy Hennessy, according to the brand.
Each person’s “wild rabbit” is what inspires them, keeps them motivated and drives them.
Champion boxer Mr. Pacquiao, musician Ms. Badu and filmmaker Mr. Scorcese and their wild rabbits are introduced via multichannel efforts.
Wild Rabbit print ad
For example, Hennessy created pop-up installations in New York, Chicago and Los Angeles. Fans could virtually interact with the brand with digital representations of Mr. Pacquiao and Ms. Badu’s wild rabbits.
The installations led to Hennessy’s launch in New York where the brand and Mr. Scorcese presented $250,000 to the Michael J. Fox Foundation for Parkinson’s Research.
Also, print ads were included in national magazines and billboards in top markets. Consumers can scan a QR code on the print campaign that connects to a mobile site where they can watch a video and read about the campaign (see story).
Hugo Boss – German fashion label Hugo Boss launched its largest digital campaign that included augmented reality, print, Web, mobile and out-of-home components called New Dimension Beijing. It revolved around the runway show for its Black collection that live-stream in 3D.
Consumers were given access to content wherever they were through multiple touch points in different media.
The bulk of the campaign was hosted on the Hugo Boss Web site and mobile sites at http://www.hugoboss.com/us/en/collection.php, which included a video diary, Black campaign shots, the collection and a place to order the glasses.
When the show streamed May 18, consumers could watch it on their browsers or mobile devices.
Also, Hugo Boss stores, print and out-of-home advertising had a 3D augmented reality installation that linked to an exclusive section of the campaign. Consumers must have the Hugo Boss iPhone app to access content.
The label offered limited-edition 3D glasses and a chance to win a trip to the fashion show to consumers who signed up for its emails on the Web site (see story).
New Dimension Beijing trailer
Lazare – Lazare Kaplan Intl. is highlighting its legacy through a new multichannel rebranding campaign called Lazare 2012 that spans mobile, digital, in-store and print efforts for its new bridal collection.
Lazare 2012’s tagline is “You Just Know,” as in, when a person sees a Lazare diamond, “they just know.” The collection emphasizes timeless, modern bridal designs, according to the brand.
In addition to advertising on a bevy of marketing channels, Lazare is also working with various retailer partners nationwide to form in-store marketing plans.
Lazare’s collection is targeted toward millennial brides. The brand will reach them through the campaign efforts such as print ads in various lifestyle and luxury publications throughout the country (see story).
Lazare “You Just Know” campaign
Lexus – Toyota Corp.’s Lexus raised awareness for the “What’s Next?” motto surrounding the campaign for its RX and RX F Sport models in a series of online video and audio sponsorships with NPR, MSN, ESPN and Food Network.
The automaker also rounded out these efforts with television, print and digital advertisements.
Lexus is honing in on sports fans, NPR listeners, foodies and female consumers with a variety of content sponsorships. The content will span a variety of subject matters to reach a wider audience, but center on the “What’s New?” slogan and feature the RX or RX F Sport models.
For example, the automaker is a founding partner of ESPN’s new ESPNW network dedicated to women’s sports and lifestyle content.
The RX is sponsoring an eight-part video series called “In The Game with Robin Roberts” in which the former SportsCenter host and current “Good Morning America” anchor interviews female athletes about “What’s Next?” (see story).
Meanwhile, Lexus has positioned its “Turning the Page” campaign that shows the transition from the original RX to the RX Hybrid to the 2013 RX F Sport on television and in print during the second quarter.
Primetime placements include Revenge, 20/20, The Apprentice, Dancing with the Stars, The Bachelor, Castle and Modern Family.
In The Game Web site
Michael Kors – Fashion label Michael Kors tapped its fans during one of the biggest marketing occasions of the second quarter – Mother’s Day.
The label held a contest that let consumers enter to win one item per day until Mother’s Day via a Facebook app that, for the first time for the brand, was mobile-compatible.
Michael Kors enacted its campaign called What She Wants in the two weeks leading up to the holiday that could have been most crucial for appealing to last-minute shoppers.
What She Wants was spread via email, social media, the Michael Kors Web site, mobile and in-store efforts.
For example, the contest was located on a Facebook app. Consumers could enter to win one item chosen by Mr. Kors from the summer collection each day leading up to Mother’s Day.
In addition, the brand used mobile call-outs on windows in select stores to further promote the contest (see story).
What She Wants email
Nordstrom – High-end retail chain Nordstrom began its partnership with Condé Nast’s GQ during the second quarter.
The partnership promoted a selection of men’s items curated by the magazine’s editors while encouraging ecommerce transactions via print and digital efforts.
Each month for six months, Nordstrom and GQ are offering a group of men’s items called GQ Selects that are available for purchase on a special section of the retailer’s ecommerce site.
The magazine is featuring the items in-book beginning with the July issue and online, while Nordstrom is raising awareness for the partnership via in-store events and email.
This partnership was designed to integrate GQ editorial into the Nordstrom online shopping experience, per both brands.
Nordstrom and GQ began to promote the GQ Selects items in the July issue of GQ magazine, although much of the promotion is digital including email and social media.
To make the digital experience seamless for users, both brands are using the same imagery (see story).
Men’s section of Nordstrom.com
Tricia Carr, editorial assistant on Luxury Daily, New York
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