July 3, 2013
Luxury marketers tapped a number of media to reach target consumers in new ways during the second quarter of 2013.
Marketers used a variety of platforms, but many centered their campaigns on a digital element such as a microsite, social media account or video. The campaigns that seemed the most effective this quarter were the ones that incorporated both digital and physical touch points for consumers to interact with a brand in multiple ways.
Here are the top 10 luxury brand multichannel marketers of the second quarter of 2013, in alphabetical order:
Audi – The German automaker was able to boost customer loyalty by 7.5 percent during 2009-2013 by creating a unified company goal and taking a three-step approach to boosting customers’ feelings about the brand.
First, the brand started within the company. Audi executives wanted to get Audi employees focused on a shared mission for the brand, where everyone plays a role.
Next, Audi decided to go big with its universal company message.
The automaker took its executives on a tour around the U.S. to speak and share stories to Audi employees to inspire them about the brand. Executives shared stories about what the brand means to them.
Lastly, the automaker kept moving forward and lost no time during this company reinvention.
Bulgari - Italian jeweler Bulgari reinvigorated consumer interest in its iconic B.zero1 collection through a number of social promotions and an exclusive event.
The jeweler hosted an event April 10 at the Bulgari Hotel in Milan to celebrate the collection and launch the new campaign. Bulgari has been posting images and videos across Facebook, Twitter, Google+ and Instagram to show off the B.zero1 pieces to keep its followers engaged with the campaign.
The brand encouraged consumers to use the hashtag #BulgariLive to stay up-to-date with the promotions through Twitter and Instagram.
In addition to the images, Bulgari also posted three short videos showing off each one of its B.zero1 rings.
Fendi - Italian fashion house Fendi showed the craftsmanship that went into its relaunched Selleria collection through global multichannel efforts that spaned store windows, a microsite and social media.
The Selleria collection comprises bags, shoes, small leather goods, homeware, accessories and other items. The brand pushed the collection on many platforms to promote the relaunch and encourage consumers to visit Fendi boutiques.
Fendi dedicated a microsite for the relaunched collection. It can be viewed at http://selleria.fendi.com.
The site offers a look into the creation process of the collection through various sub-pages, which are heritage, fatto a mano and collections.
In addition, Fendi updated the windows in its boutiques around the world to flaunt the Selleria collection.
The label also posted images of the boutique windows on its Facebook page with a link to the microsite.
Four Seasons - Four Seasons Hotels and Resorts is strengthening its reputation as a family-oriented travel brand with a multichannel summer campaign that includes special offers and digital promotions.
The hotel chain is offering affluent travelers special promotions at its family-friendly properties around the world June 15-Sept. 15 to push bookings during children’s school vacation.
The offers include a complimentary night after a certain number of nights booked, complimentary meals and spa treatments, spending credits, tours and kid-friendly extras.
On digital, Four Seasons revamped its “Have Family Will Travel” blog to feature more family travel stories. It features more real-life stories by family travel bloggers and Four Seasons staff.
Giorgio Armani - Italian fashion house Giorgio Armani pushed brand lifestyle and its eyewear in the spring installment of its “Frames of Life” campaign that brought together the stories of five young characters.
Parts of the multichannel campaign were released over May and June as consumers were introduced to each protagonist and his or her eyewear preference. Armani presented the campaign with Luxottica with which it has an exclusive license agreement for its eyewear.
Armani teased the campaign through the Frames of Life microsite at http://framesoflife.com where consumers can view a 70-second trailer of the full campaign, meet each character in four 26-second teaser videos, explore the design process of the eyewear and browse eyewear worn by each character.
Harrods - London department store Harrods partnered with spirits brands Hendrick’s Gin, Courvoisier, Stolichnaya, The Macallan and Johnnie Walker Black Label to push its in-store and online beverage department.
Part of its multichannel “The Great Gatsby”-themed marketing, Harrods offered consumers five period cocktail recipes through its ecommerce site and a vintage-inspired video series.
Harrods linked its in-store and online shopping channels with a campaign that centered on its “Cocktails and All That Jazz” pop-up speakeasy located in the wine shop on the lower ground floor.
Another aspect of the campaign was the #AllThatJazz competition for the chance to win a Hendrick’s Gin Floradora kit with a cocktail shaker, cocktail recipe book and Bitter Truth bitters.
Consumers had to “tweet” the answer to the question presented at the end of each video to @HarrodsFood with the contest hashtag to enter.
Hugo Boss - German label Hugo Boss generated buzz for the May 30 live stream of its Shanghai, China-based Boss label runway show with a video campaign that runs across digital, mobile and social media.
In April, the brand released the first phase of the “Shanghai Affairs” campaign so that consumers could watch the premiere episode of a video series and sign-up for email updates on the runway show. The video introduced a story as well as two limited-edition pieces that appeared on the runway and, for the first time, be available for purchase online during the show.
Consumers from around the world were able to experience the event via the “Shanghai Affairs” campaign that was available on Hugo Boss’ international and Chinese fashion show microsites plus its social media channels including China’s Sina Weibo and Youku.
Jaguar - Jaguar Land Rover North America sharpened the focus of its marketing for the 2014 F-Type sports car to reach a youth-minded target audience.
The automaker’s “Your Turn” campaign is a global advertising and marketing program to raise awareness for Jaguar’s first new sports car model in 50 years.
The campaign boasted the performance, sound, look and feel of the F-Type, according to Jaguar. The model is be available in three forms – the F-Type, F-Type S and F-Type V8 S – in U.S. showrooms and has a starting retail price of $69,000.
The global launch campaign for the model spanned television, cinema, print, digital, mobile, experiential and social activations. But the U.S. campaign preferred TV and digital placements so that the brand could reach its target audience of 25-54-year-old men.
One placement for Your Turn was exclusive ownership of a “SportsCenter” episode on ESPN, which featured athletes driving the F-Type.
Another media partnership for the campaign was an integrated placement in Playboy magazine to announce the 2013 “Playmate of the Year,” Raquel Pomplun.
Saks Fifth Avenue - Retail chain Saks Fifth Avenue rebranded itself as a place of fashion inspiration and not just a place to shop with a forward-looking multichannel campaign.
Saks’ “LOOK” initiative is being incorporated into all aspects of the store such as the catalog, Web site, shopping bags, in-store events and visual displays.
The department store chain’s fall preview catalog contains a section titled “Making of a Look,” which took 11 designers’ tips on how to style a complete outfit with individual items.
The Making of a Look is also being promoted on Saks’ homepage. These looks will be shown off in retail stores, store windows and online.
Salvatore Ferragamo - Footwear and accessories label Salvatore Ferragamo flaunted its brand roots through a microsite, branded film and exhibition that engaged consumers in the legends of shoemaking.
The brand launched its exhibition "The Amazing Shoemaker" April 19 at the Salvatore Ferragamo Museum in Florence. To celebrate the launch, the brand created a microsite and short film that tell the history of the shoemaker’s first shoe.
The microsite is available at http://whiteshoe.ferragamo.com.
The microsite offers sections for consumers to learn more about the exhibit and film. Consumers can browse key art, see the behind the scenes action, read about the history of the white shoe from the homepage introduction, view the photo gallery and watch the short film.
The two-minute, fantasy film brings the story of the young Mr. Ferragamo to life.
In addition, the brand promoted the microsite on its Web site’s homepage along with its social media.
Erin Shea, editorial assistant on Luxury Daily, New York