The digital platform, in general, has provided brands the opportunity to connect with customers on a new marketing channel. Social media in particular, allows this connection to take on entirely new meaning, where brands have authentic, transparent and informal dialogue with both the world and one person, often simultaneously. Legacy brands including Burberry and Gucci now have over three million Facebook fans, respectively. Jimmy Choo used social media to introduce its line of trainers, ultimately driving sales of a new product by 33%. Bloggers necessitate agents, command six-figure incomes and sit in the front rows of some of the most exclusive fashion shows.
Marketers have jumped on board the online bandwagon by building Facebook applications, like Marc Jacobs’ Bang campaign, rolling out location-based FourSquare initiatives like Gap and Cynthia Rowley, or partnering with popular platforms to engage new audiences, like YSL on Polyvore.
However, there are ways to innovate marketing efforts separate from, or in conjunction with, the opportunities presented by social media.
Often, a challenge for luxury brands is the lack of control when it comes to online marketing. For certain initiatives or messages, maintaining a higher level of control can be necessary to provide a more branded experience. Whereas in the past this may have implied an in-store event or more traditional means of advertising, we now have advances in technology available to help create innovative and branded experiences.
Where brand control is key, there are certainly some brands that have excelled. For example, Revlon’s incorporation of the Taaz interactive makeover tool to their main website, Ralph Lauren’s recent four-dimensional lightshow, or Burberry’s shopping-enabled live feed of their runway show.
In the realm of augmented reality, Holition has been introducing new innovations with each campaign. From partnerships with Boucheron, Tissot, DeBeers and now TACORI, customers are able to interact with brands in an entirely new way. The TACORI example is especially interesting because it is in a category where innovations seldom come from price or product and so marketing becomes even more integral. This holiday season, over a period of three days, TACORI partnered with Holition to launch a “Try It On” experience using interactive large-scale video with multi-touch technology at the Bloomindgale’s Flagship store in NYC. The augmented reality application transformed the customer experience as they could virtually ‘try on’ TACORI’s jewels from the new collection in real-time, without even having to open a jewelry case. Shoppers can take snapshots of themselves virtually wearing items and share via email, Facebook and Twitter.
Every Bloomingdale’s client who tries on a piece from the new collection, either in person at the Fine Jewelry counter or virtually, was eligible to win a TACORI 18k925 Color Medley necklace valued at $410. Daily winners were selected and in addition, any customer who purchased an item was given a $50 Bloomingdale’s gift card. The initiative was successful, both in driving sales at Bloomingdales and increasing traffic to the TACORI website due to heightened awareness.
Finding ways to innovate with regard to marketing results in stand out, memorable campaigns. With technology excelling so quickly, there are constantly new opportunities available. It is up to the brands, agencies and technology partners to devise ways in which marketing opportunities can be formed specifically for the brand’s identity and audience, to drive recognition and commerce forward.
All articles are reviewed and copy edited by Gina Conforti
