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PREMIUM INSIGHT
| Date post: | 29-Nov-2014 |
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PREMIUMINSIGHT
PREMIUM INSIGHT
PREMIUMINSIGHT September 2014
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 selection of new brand platforms • A study of a case• A focus on a trend• An analysis of a Chinese topic
September 2014
PREMIUMINSIGHT
AGENDA
I. DIGITAL NEWSII. BRAND ZONESIII. CASE: PEAU D’ÂNE RACONTÉ PAR VAN CLEEF & ARPELSIV. FOCUS: THE GLOBAL SHOPPERS
BEYOND THE GREAT WALL: INSTAGRAM IN CHINA
DIGITAL NEWS
September 2014
PREMIUMINSIGHT
NEWS BRAND ZONES CASE
KENZO Swing Scent
For the Flowers In the Air campaign, Kenzo Parfums put together an augmented reality operation in Paris at the Opera and Rivoli bus stops in collaboration with JCDecaux Innovate and KR Media/Screenbase. The idea was to create the impression that the brand’s ambassador was swinging in the decor. Kenzo then invited its fans to participate in an Instagram contest from the 1st of July to the 29th of August in order to win a dinner for two in the air by posting a picture of a beautiful view with #Kenzodream.
Our opinion: An innovative offline operation that must have intrigued more than one pedestrian and a relevant UGC operation that triggered qualitative “vacation” content. But why not have linked both operations to create a successful O2O campaign? > The contest
> The video
September 2014
PREMIUMINSIGHT
NEWS BRAND ZONES CASE
YVES ROCHERRead my lips
For the release of its new collection of lipsticks, Yves Rocher launched “Read my lips” an interactive campaign in 2 phases.The first one allowed users to win a complete set of the 12 different colors of lipstick if they found the message hidden behind the lips of an animated picture of a mouth. And no matter what, every user got a 10% discount.The second phase of the campaign, more socially oriented, allowed visitors to send special “lip messages” to friends such as “If you can read this I’m yours” or “Come on baby light my fire”.
Our opinion: A fun, funny and innovative campaign to promote products. This operation is a proof that interaction and video are very important and that, sometimes, it just takes a simple but smart idea to create something efficient.
> The website
September 2014
PREMIUMINSIGHT
NEWS BRAND ZONES CASE
MINI COOPER#ASKTHENEWMINI
For the launch of the new Mini, Mini Cooper created a social media campaign on Facebook, Twitter, Instagram and Google+. Fans were invited to ask any question that crossed their mind about the car. Each week, Mini Cooper replied to a selection, such as “Can you take a selfie?” or “Can you twinkle?” with 15-second-full-of-humor videos.
Our opinion: the use of hashtags can sometimes be very successful when the campaigns are thought through. This campaign gives a “live” impression to the answers and translates a real, fast and humoristic bond between Mini Cooper and its fans.
> The video
September 2014
PREMIUMINSIGHT
NEWS BRAND ZONES CASE
HERMÈS Tie Break
In one of our previous Premium Insights, we talked about Silk Knots, an application dedicated to Hermès Women teaching them different ways to wear the Maison’s famous “Carré”. Last July, it was time to reward men with their own application and give them advice on how to choose a tie and execute various knots. Every time a user opens the application, a new “surprise” greets him.
Our opinion: once more, Hermès created an original operation in the tone of the Maison. Thus, a fun application but we question it’s efficiency in terms of number of downloads.
> The application
> The video
September 2014
PREMIUMINSIGHT
NEWS BRAND ZONES CASE
CHRISTIAN LOUBOUTINLe Rouge Louboutin
Christian Louboutin, better known for his red sole high heels, recently launched a brand new line of nail polish and guess what color he chose for his first product? “Le Rouge Louboutin”. To introduce its arrival in the cosmetic world Louboutin called upon not any film director, but David Lynch himself.The movie reveals the nail polish’s origin as it detaches itself from one of the Maison’s shoes.
Our opinion: it is not a surprise that an artistic direction lead by David Lynch was very qualitative. But what was most significant was the fact that the art direction in the video is completely in phase with the dedicated space created on Louboutin’s website. > The website
> The video
BRAND ZONES
PREMIUMINSIGHT September 2014
NEWS BRAND ZONES CASE
DOLCE & GABBANAJewelry Website
> Discover here
PREMIUMINSIGHT September 2014
NEWS BRAND ZONES CASE
PRINTEMPSPrintemps Haussmann app
> Discover here
PREMIUMINSIGHT September 2014
NEWS BRAND ZONES CASE
SEPHORAGeneration Sephora website
> Discover here
PREMIUMINSIGHT September 2014
NEWS BRAND ZONES CASE
MOSCHINOMobile e-shop
> Discover on mobile here
PREMIUMINSIGHT September 2014
NEWS BRAND ZONES CASE
MAISON ULLENSMobile and desktop e-commerce
> Discover here
PREMIUMINSIGHT September 2014
NEWS BRAND ZONES CASE
LOUIS VUITTONNewly designed website
> Discover here
CASE: PEAU D’ÂNE, RACONTÉ PAR VAN CLEEF & ARPELS
PREMIUMINSIGHT September 2014
NEWS BRAND ZONES CASE
VAN CLEEF & ARPELS
Recently, Van Cleef & Arpels introduced to its fans a brand new high jewelry collection. Peau d’Âne, inspired by the famous French fairytale.
To celebrate its new creations, the Maison launched a complete social media campaign.At the center of this operation, a special event was organized, at the very famous French castle, the Château de Chambord.
PREMIUMINSIGHT September 2014
NEWS BRAND ZONES CASE
VAN CLEEF & ARPELSInstafairytale
For the occasion, Van Cleef & Arpels launched a complete social media campaign that all started with Instagram. Indeed, a couple of days before the event at the Château de Chambord, Van Cleef & Arpels’ community management team posted a few pictures and content on Facebook and Twitter in order to inform their community of fans of the release of the new collection. To increase their number of followers on Instagram, to generate a feeling of exclusivity and reward, the Maison decided to unveil its latest pieces solely on this particular social medium.
PREMIUMINSIGHT September 2014
NEWS BRAND ZONES CASE
VAN CLEEF & ARPELSAn enchanted website
The Maison also created a website built as a book with enchanting and animated content. Divided in three chapters – The Childhood, The Forest and The Wedding - it introduces the different pieces of the
collection while telling the story of the famous fairytale. The user is also invited to participate in the experience with little animations such as unfolding a paper cut box
or clicking and dragging on a little strip of paper to discover the clips representing the three dresses of the fairytale.
> The website
PREMIUMINSIGHT September 2014
NEWS BRAND ZONES CASE
VAN CLEEF & ARPELSIt’s all about telling a story
The title of the Maison’s new collection “Peau d’Âne raconté par Van Cleef & Arpels” speaks for itself.On their digital ecosystem, one voice was chosen to talk about the high jewelry pieces, the voice of narration and fairytales. Indeed, on Pinterest, on their Tumblr and on the dedicated website, the Maison made sure to tell the story of Peau d’Âne while presenting the creations and never separating one from the other.
> Tumblr
> The website
PREMIUMINSIGHT September 2014
NEWS BRAND ZONES CASE
OUR OPINION
The result of this campaign is extremely qualitative, Van Cleef & Arpels managed to re enchant a classic in fairytale literature in a way that highlighted the beautiful creations.
A complete social media operation that took advantage of each medium’s strength to tell a story and unveil beautiful pieces in a chronological way that maintained momentum during
the entire campaign.What was most successful was the global diversity of the communication, in terms of platforms (Pinterest, Flipboard, Instagram, Facebook, Twitter, Youtube, Google+, website…)
and in terms of type of content (pictures, videos, cinemagraphs, animations and so on).Thus, we can say that “Peau d’Âne a fairytale told by Van Cleef & Arpels”
was a real treat for the eye.
FOCUS: The global shopper
PREMIUMINSIGHT
PREMIUMINSIGHT
FOCUS
September 2014
THE GLOBAL SHOPPERWarning!
A new category of luxury shoppers has arrived and they have all sorts of habits and expectations. They are changing the face of shopping, they are massive, they are overdoers and they want service and experience. They are what we call Global Shoppers.
Global shoppers is the new international consumercategory that regards shopping as a fundamental part of its travel experience andthat is particularly appealing to renownedinternational brands.
What is most interesting is that this new kind ofshoppers mainly comes from China. IndeedChinese are the number one luxury shoppers inthe world and half of their spendings happenabroad.
PREMIUMINSIGHT
PREMIUMINSIGHT
FOCUS
September 2014
THE GLOBAL SHOPPERThe overdoers
The Global Shopper doesn’t just do, he overdoes:
≥ He OVER RESEARCHES – 92% of the global shoppers do research online to get information
≥ He OVER CONNECTS – Mobile becomes the n°1 connection tool when they are on the move, and they constantly look for wifi connection everywhere
≥ He OVER OBSERVES – 84% pay attention to advertising and new service when they are abroad
≥ He OVER SPENDS – Global Shoppers spend 4 times more than the locals
≥ He OVER EXPERIENCES – Travelling is a seamless experience that takes the form of discovery, emotion and impulse
PREMIUMINSIGHT
PREMIUMINSIGHT
FOCUS
September 2014
Flying MogulsUltra wealthy people or members of wealthy familySeveral trips a year around the world, travel to shopTravel with family or in small VIP guided groupsVIPs in their original countryShop for unique pieces and impeccable service
Young bourgeois25-45 years old, tier 1 and 2 cities, rapidly growing groupTravel with smaller organized group or with friends & family up to 2 times a yearOpen to western cultureGood luxury culture and tech savvy
Bus Stoppers35+ years old, 1st time travelers, few tripsTravel in groupsShop for entry level products, luxury novicesShop mostly for friends and family
THE GLOBAL SHOPPERWho are they?
PREMIUMINSIGHT
PREMIUMINSIGHT
FOCUS
September 2014
THE GLOBAL SHOPPERA new challenge
We believe that with the growth of the power of global shoppers coming from emerging markets, especially those from China, brands should provide customized brand experience to better serve this evolving population.
This is a population growing fast, moving everywhere, hyper sensitive to new technology & service and becoming more exigent in brand experience before making purchase decision.
What seemed to work easily for brands in engaging Chinese global shoppers before won’t last long, as consumers’ sophistication and preferences are evolving rapidly. Providing Chinese speaking service is only a first step. Many luxury brands have started to look at their strategy for this special influential population, making the competitive landscape more and more crowded.
The era of low-hanging fruits has passed. Brands need to innovate faster than competitors in providing compelling service and experiences for Chinese customers.
PREMIUMINSIGHT
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FOCUS
September 2014
BEYOND THE GREAT WALL : Instagram in China
PREMIUMINSIGHT
BEYOND THE GREAT WALL
September 2014
INSTAGRAM IN CHINAA growing social media
Despite the fact that it is owned by Facebook – blocked by the Chinese government – Instagram, the social media renowned for its filtered pictures, managed to get around this restriction and started to grow in the country. A few reasons for this growth is the presence of Chinese key opinion leaders and celebrities such as Bao Bao Wan who has reached 200 000 followers, brands that have started using the platform for campaigns and last but not least, its partnership with Weibo.
PREMIUMINSIGHT
BEYOND THE GREAT WALL
September 2014
INSTAGRAM IN CHINA#CHINESECONTEST
Among the brands that have released digital campaigns on the social media platform is Lane Crawford, Asia’s iconic luxury department store that offers international brands online and offline. In order to increase its number of followers on Instagram, Lane Crawford launched “Instapack”, a photo contest that invited users to post pictures of the different things they put in their suitcases with the #LCINSTAPACK. Every week, a winner was selected and rewarded with a Rimowa Topas Stealth luggage.
PREMIUMINSIGHT
BEYOND THE GREAT WALL
September 2014
INSTAGRAM IN CHINAA blurred fate
Apparently, the success of Instagram has bothered someone since the app has been removed from all of the Android stores of the country such as Baidu, Xiaomi and Tencent on the 7th of July…However, the social media platform is still available in China’s App store on iOS and all users that previously downloaded the app on their Android phones haven’t experienced any problem. Is this a sign that Instagram could follow the same fate as Facebook?
© SAME SAME but different
The next study will be available in November 2014
Michel Campan - [email protected] Victor Yang - [email protected]
Julien Gaubert-Molina - [email protected] Emmanuel Duran Campana - [email protected]
samesameparis.com samesamechina.com
samesamehk.com samesameusa.com
