January 13, 2012
French outerwear label Moncler has found a way to tie together corporate social responsibility, the fight against fakes, social media and its spring 2012 advertising campaign through a consumer-curated photo contest.
Moncler gave away T-shirts that were featured in its “Don’t Steal the Jacket” film that worked to educate consumers about counterfeit goods. The brand then asked the recipients to share photos of the T-shirts on a dedicated microsite with the chance of being featured in the spring 2012 ad campaign.
“Global campaigns, especially those that are photo-based, allow a visual sense of exploration and context for different cultures and people around the world,” said Mary Elise Chavez, director of creative strategy at Blue Fountain Media, New York.
“Moncler’s photo contest aligns with their multimedia-infused site, which encourages exploration,” she said. “It also taps into the popularity of Web-centric episodes that are more widely accessible and allow a wider audience reach. “
Ms. Elise Chavez is not affiliated with Moncler, but agreed to comment as a third-party expert.
Moncler could not be reached by press deadline.
Last month, Moncler gave away an undisclosed number of T-shirts that had been featured in the brand’s “Don’t Steal the Jacket” videos that were directed by Bruce Weber in its Milan location.
The weekly video series title was aimed at educating consumers about the harmful effects of buying counterfeit goods. Within the video the welfare of children, nature and animals are also promoted.
“Mr. Weber’s ‘Don’t Steal the Jacket' feels like a continuous dream with frames that capture an energetic, escapist twist,” Ms. Chavez said. “This taps into the freedom, curiosity and excitement of life through a Moncler-clad child’s eyes.
“It not only highlights Moncler’s appreciation of contemporary art, but also allows an interesting evolution of film-to-ad,” she said.
A set of T-shirts, along with Moncler jackets, was repeatedly seen throughout the video series.
The three T-shirts that were given away read, “Don’t put a price tag on people, nature, animals – they are a gift,” “Nature is my BFF. Moncler,” “Live free, be easy, Moncler” and “I’m so good, I’m bad. Moncler.”
Moncler spread the word about the free T-shirts through its social media accounts, inviting consumers to pick-up a free product in its Milan flagship location for a chance to be a part of the spring 2012 ad campaign.
Fans who received the T-shirts were than asked to submit a photo of themselves through the brand's blog.
Moncler kept consumers around the world involved in the project by creating content on its Web site and blog surrounding the pictures.
For example, the brand created a video using footage from the Milan store on the day of the giveaway.
Additionally, Moncler allowed users to browse the consumer-curated photos on its blog and Facebook page.
Indeed, photo-based content is normally a good way for a global brand to engage consumers around the world who speak various languages.
Moncler is continuing to build the hype surrounding the winner announcement by posting more images of the submitted images on its Facebook page.
The winners will be announced on the Moncler blog and presumably its Facebook page Jan. 20.
A team comprising Moncler’s marketing and communication manager, image office manager and a representative of its legal department will be choosing 20 images that will be part of its spring 2012 print ad campaign.
The images will appear in international fashion and lifestyle magazines as well as newspapers.
“The artistic incentive of possibly being published in international newspapers may appeal to the affluent," Ms. Chavez said. "However, as you can see on the submissions to date, the majority are younger with few photos having the quality you would expect from a more affluent customer base.
“This doesn’t discount the campaign -- in fact, it will inject fresh energy reminiscent of what Weber was tapping into with his wonder-filled episodes,” she said.
Additionally, one grand-prize winner will receive a five-day trip to New York to attend the Moncler presentation during New York Fashion Week in February.
Overall, Moncler has made an event out of the unveiling of its spring 2012 ad campaign by letting consumers see the entire process of creating the campaign.
Moncler also managed to tie in its history of supporting nature, animals and children through the messaging on the T-shirts.
The label promoted its affiliation with the Green Chimney foundation on all posts relating to the videos, contest and images.
Green Chimney is a New York-based organization that provides services for children, families and animals with the goal of restoring and strengthening the emotional health of children and families through animal-assisted therapy and activities.
Additionally, by distributing the T-shirts in Milan and promoting a New York organization, Moncler emphasized its global status.
“This is a well-executed cross-platform campaign that strategically engages before, during and after the film,” Ms. Chavez said. “Viewers are intrigued to view the film, share it, explore the brand and become a part of it by submitting their own photo wearing a Moncler tee.
“Moncler has pitched an aspirational incentive, which places the winner as a published photographer in international newspapers,” she said. “It’s very exciting indeed.”
Kayla Hutzler, editorial assistant on Luxury Daily, New York