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PREMIUM December 2013 INSIGHT
| Date post: | 15-May-2015 |
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PREMIUMDecember 2013
INSIGHT
PREMIUM INSIGHT
PREMIUMINSIGHT December 2013
SAME SAME but differentFounded in 2009, SAME SAME but different is the strategic and creative digital agency of luxury and major brands: Digital operations and website design / e-influence campaigns / Mobile solutions / Digital In store / Consulting & training for leaders.
SAME SAME but different works world-widely with offices in Paris, Shanghai, Hong Kong and New York.
PREMIUM INSIGHTPremium Insight is an overview of the digital activity of premium brands and luxurious “Maisons” focusing on the most innovative strategies in terms of display, e-commerce, social media, mobile and O2O...
This issue is composed of:
• A review of the main digital news• A closer look to the jewelry and watchmaking sector• A focus on a trend• An analysis of a Chinese topic
December 2013
PREMIUMINSIGHT
AGENDA
I. DIGITAL NEWSII. JEWELRY AND WATCHMAKING RADARIII. FOCUS: INTERACTIVE VIDEOS
BEYOND THE GREAT WALL: SINGLES DAY
DIGITAL NEWS
December 2013
PREMIUMINSIGHT
NEWS RADAR FOCUS
L’ORÉAL PARIS Enhancing underground beauty…
For one month starting the 4th of November, L’Oréal Paris offers New Yorkers the first intelligent vending experience in the city’s subway, at the Bryant Park station.L’Oréal Paris Intelligent Color Experience is a three step process: the “magic mirror” analyzes what you are wearing, then offers a color-matching selection of cosmetics, and lets you purchase directly from the machine. Once you are done, L’Oréal invites you to share your experience on Twitter, by publishing a picture of your new look followed by #bringyourbold.The famous model Coco Rocha offered a demonstration of howthe machine works.
Our opinion: Quite a daring move from L’Oréal with this surprising location and innovative experience. A good strategy to get closerto the customers in a fun and useful way.
> The website > The video
December 2013
PREMIUMINSIGHT
NEWS RADAR FOCUS
MICHAEL KORSMe, MySelma and I…
Michal Kors launched a digital campaign for the Selma handbag that targets the brand’s fans.On the 21st of October, a contest was created. The concept ? Take a picture of your Selma bag around the world followed by #JetSetSelma and post it on Instagram.A selection of the best pictures appear in a gallery on the Michael Kors website.As of today, the brand has chosen 77 photos of Selmas shot in various contexts, creating a fun and beautiful gallery that has been projected at the Palais de Tokyo. The winner has been rewarded with a brand new Selma.
Our opinion: User generated content can work! Jetsetselma shows that followers have evolved and are know able to create beautiful content. Moreover, these pictures found their purpose in a brand event.An operation that highlights the power of the bag, of the clientele, of the brand…
> The application> The gallery> Instagram
December 2013
PREMIUMINSIGHT
NEWS RADAR FOCUS
JUST CAVALLIJust a bite, but not only…
On the 15th of October, for the launch of its new fragrance “For Him”, Just Cavalli created a game on Facebook called “Just a Bite” available on desktop, iPhone and iPad. Go back in time to find out what happened last night, how the mysterious Cavalli logo got tattooed on your hand and who it is linked to. Visit different locations – apartment, parking lot, streets of New York, night club and roof top.The experience is linked to your Facebook profile - you’ll find pictures of your friends or books that you have marked as read on your profile.At the end of the game, share your experience and/or participate in the contest in order to win one of the new fragrances.
Our opinion: Just Cavalli offers a videogame-like experience.The idea of putting a few hints from the user’s Facebook profile was interesting yet not exploited enough. Instead of offering the opportunity to participate in a contest at the end of the game, why not have merged both?
> The Facebook application > The iPad application
December 2013
PREMIUMINSIGHT
NEWS RADAR FOCUS
CHANEL Fly me to the Moon(phase)…
On the 17th of October, the Maison Chanel launched a digital campaign composed of a website and a video to promote the revisited J12 Moonphase wristwatch from the decade old J12 collection.The specificity of this watch is that it informs you of the lunar calendar’s phases. Chanel sends its fans to the moon on an interactive website.Scroll through the website and discover a video, the collection details, a moon calendar and a store locator. The Maison invites you to fly through the years of the lunar calendar section where you will find out everything about the different phases of the moon.
Our opinion: The website is well done, the idea is interesting and consistent with the product being promoted. Our only regret is that they didn’t link the operation to social media. They could have you share, for example, the lunar phase of your birthday… > The website > The video
December 2013
PREMIUMINSIGHT
NEWS RADAR FOCUS
DOLCE & GABBANADolce, Gabbana & family…
On the 22nd of November, the Maison launched the DGFAMILY project and invited its fans to share their family pictures on their website.In order to submit your photo, either sign up on the website or login through your Facebook account. So far the platform has collected 47 pages of pictures. The project is also shared on Pinterest, Instagram and Twitter, where users post their photo followed by the #DGFamily hashtag.A few celebrities like Peaches Geldof and Stefano Gabbana participated in the project sharing their own family pictures.
Our opinion: This project is a nice way to promote a value, family, that is very coherent with the brand’s communication. A poetic crowd-sourced project that will definitely strengthen the bond between the Maison and its fans on numerous social platforms.
> Participate > The gallery
December 2013
PREMIUMINSIGHT
NEWS RADAR FOCUS
GUERLAINHanging out on the Champs Élysées…
On the 22nd of November, the Maison Guerlain invited its fans to discover its brand new flagship store on 68 Champs-Élysées, by creating a virtual tour available on Google+ and Google Hangout. The event started at 11:30am and was hosted by representatives of the brand and special guests such as Natalia Vodianova, house perfumer Thierry Wasser…
Our opinion: A good way to share with the entire world, what has now become the world’s biggest boutique. This reopening was also a good occasion to talk about the Maison and its key products. Was it effective, did it reach a lot of people? Hard to tell…
> The website> The video
JEWELRY AND WATCHMAKING RADAR
PREMIUMINSIGHT December 2013
NEWS RADAR FOCUS
TIFFANY & CO.At the end of October, Tiffany & Co. launched their new website with additional services:
- History and know-how about each collection- Diamond consultant in the engagement ring section (e-mail, phone, instore)- New filter tools in the wedding ring section
Update of the “Tiffany & Co. Engagement Ring Finder” application, that now allows women to visualize how each ring would fit on their finger by taking a picture of their left hand.
Our opinion: Tiffany’s new website is an aesthetic, well organized and modern platform. The application is interesting, let’s see if they expand the concept to their entire line of products…
> The website> The application
PREMIUMINSIGHT December 2013
NEWS RADAR FOCUS
CARTIERCartier released its Winter Tale video on the 19th of November.
The campaign allowed the brand to create an Instagram account on which they posted teasers of the video.
Winter Tale pages on the website and on Youtube that shows the video anda selection of Cartier gifts suggested for Christmas.
Re-launch of their Twitter account that had been inactive since 2010.
Our opinion: The Maison Cartier remains very powerful in terms of video. However, it is lacking social impact despite the re-launch of its Twitter account and the creation of an Instagram account that displays less than 10 pictures.
> The video> The website> Twitter> Youtube> Instagram
PREMIUMINSIGHT December 2013
NEWS RADAR FOCUS
VAN CLEEF & ARPELSInteractive video (except on iPhone) that invites the user to discover the different pieces of the Diamond Breeze collection and the Maison’s know-how.
JAEGER LECOULTREOn October 1st, Jaeger Lecoultre invited its fans to discover the Duomètre Unique Travel timepiece and how it functions thanks to a digital tutorial.
> The video
> The tutorial
PREMIUMINSIGHT December 2013
NEWS RADAR FOCUS
CHOPARDThe Maison Chopard launched its new website on the 20th of November now available in seven different languages – English, French, German, Spanish, Italian, Chinese and Japanese.
PIAGETOn the 27th of November Piaget released a new application, the “Master in ultra-thin Major complications” for iOS that allows users to discover the Maison’s ultra-thin watches thanks to descriptions and videos and also experiment “an acoustic of rare quality” thanks to an interactive section.
> The website
> The application
FOCUS: Interactive videos
PREMIUMINSIGHT December 2013
NEWS RADAR FOCUS
INTERACTIVE VIDEOSInteractive videos seem to be the trend of the moment.Pharrell Williams and 24 hours of happy, Bob Dylan’s Like a rolling stone, so many great examples that have aroused our curiosity.
Music has definitely lead the way in terms of interactive videos but today more and more brands are taking advantage of this amazing tool.
Let’s go back to when it all started, in 2005…
> Pharrell Williams video > Bob Dylan video
PREMIUMINSIGHT December 2013
NEWS RADAR FOCUS
THE SUBSERVIENT CHICKEN 2005 The Subservient Chicken was one of the very first interactive videos created. Thanks to a search bar on the bottom, users could ask « the chicken » whatever they liked. Hula hoop, jumping jacks, dance, push-ups: you name it, the chicken will do it.
GREAT POCKETS NOKIA 2007Meet Henry Needle in his tailoring shop: he’ll introduce you to his brilliant invention, «Great Pockets», enabling you to carry on yourself, computer, camera, and all of the different tools you can find in a phone.An ironic and well done video, especially knowing it was produced in 2007.
> The case
> The video
PREMIUMINSIGHT December 2013
NEWS RADAR FOCUS
FIRST INTERACTIVE VIDEO ON YOUTUBE 2008 This card trick was the first interactive video to appear on Youtube. The magician asks you to remember one of the cards displayed at the beginning of the video. Then you must click on the hidden card you think is the one you remembered. After having clicked you are redirected to another video and shazam! he “amazingly” omits to display the one you picked!
THE TIPPEXPERIENCE ON YOUTUBE 2010Same concept as the Subservient Chicken video but very well integrated into Youtube, the tippexexperience makes you white and write the title of the video which changes according to the verb you pick. The experience generated a huge buzz with around 10 million views. A sequel was created in 2012.
> The video
> The video
PREMIUMINSIGHT December 2013
NEWS RADAR FOCUS
FIRST INTERACTIVE VIDEO IN THE LUXURY SECTOR 2011In this video, the user is invited to chase Longchamp’s Balzane bag through the streets of Paris, by selecting the destinations along the way.
FIRST INTERACTIVE SHOPPABLE MUSIC VIDEO 2012This music video created for the online international retailer Ssense allows users to shop directly from the clip the styles of the different artists starred.
> The video
> The video
PREMIUMINSIGHT December 2013
NEWS RADAR FOCUS
FIRST 360° INTERACTIVE VIDEO IN THE LUXURY SECTOR 2012 Van Cleef & Arpels invited you to experience a 360° virtual tour of the Maison’s legendary workshops. By clicking on the hotspots, discover the various informational contents (video, text, photo).
FIRST INTERACTIVE VIDEO ON MOBILE 2013This Maybelline video, #TheGlamourEye, featuring stylist and blogger Kelly Frammel, offers viewers the opportunity to click to choose which signature make-up looks they want to learn about. Viewers were also able to live the experience on mobile thanks to an HTML5 version, avoiding the download of an app which still remains inconvenient.
> The video
> The video
PREMIUMINSIGHT December 2013
NEWS RADAR FOCUS
OUR OPINION
After having overviewed the interactive video landscape, there are three main types of videos:
THE CONVERSATIONAL / THE INFORMATIVE / THE NARRATIVE
The time has come for videos to finally offer an experience designed for interactive tools: viewers are finally taking control.
With interactivity, give them what they want and make sure they don’t miss a single piece of what you have to say and show.
With interactivity, entertain and surprise your audience - especially in the luxury sector that is very demanding in that matter.
With interactivity, explore a fantastic playground and engage with people by putting them in the limelight.
With interactivity, be efficient, keep your customers’ attention, be impactful and memorable.
BEYOND THE GREAT WALL: Singles’ day
PREMIUMDecember 2013
INSIGHT
PREMIUMINSIGHT
BEYOND THE GREAT WALL
December 2013
SINGLES’ DAYAll the single Chinese!...
What is 11.11? A brilliant marketing creation made in China that celebrates individuality. And what better date than the 11th of November with its 4 single digits to celebrate it on?Originally, this day was initiated in the 1990s by singles in universities, but the date really became massive on 11.11.11.
The concept is quite simple: treat yourself!
PREMIUMDecember 2013
INSIGHT
PREMIUMINSIGHT
BEYOND THE GREAT WALL
December 2013
SINGLES’ DAY…Now take your cards out!
Singles’ Day has become the world’s biggest e-commerce event gathering extraordinary sales numbers.
This year, Alibaba, China’s biggest e-commerce company, generated $5.75 billion in one single day!The company reported 402 million unique visitors on its sites.
Taobao generated 4 billion euros and the cosmetic and skincare brand Clinique, 1 million euros.
Impressive numbers that made Singles’ Day, in terms of sales, more profitable than Chinese New Year or any other holiday.
© SAME SAME but different
The next study will be available in January 2014
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Michel Campan - [email protected] Yang - [email protected]
Julien Gaubert-Molina - [email protected] Duran Campana - [email protected]
