Top luxury brands of 2014
Luxury brands infused digital campaigns into their marketing initiatives this year that led to more interaction between brands and their consumers.
Digital campaigns sought to update runway shows to better accommodate the digitally inclined and instant gratification-demanding consumer, while microsites and social videos sought to engage the consumer with personal, often user-generated content. Maintaining a relationship with younger, more digitally-savvy and active consumers is vital for brands looking to engage the next generation of consumers.
Here are the top 10 luxury brand digital campaigns of 2014, in alphabetical order.
French atelier Christian Dior expanded its wonDiorland initiative’s digital touchpoints with exclusive mobile content that enhanced the desktop experience.
By entering a device-specific four-digit code found on Dior’s mobile site for wonDiorland, the consumer could discover additional content developed from the brand’s latest fragrance, Dior Addict. The addition of this mobile-to-desktop tactic aligned with Dior’s approach for the fragrance launch that included a dedicated Facebook account to attract brand enthusiasts.
To access the Dior Addict experience on the wonDiorland hub, consumers had to follow the link provided for the brand’s Web site, as well as navigate to en.dioraddict.mobi on a mobile device. Once successfully connected, the consumer could use the mobile device to navigate the wonDiorland Web page (see story).
Italian fashion house Fendi gave consumers a different view of its runway show live-stream on Feb. 20 through high-definition cameras attached to drones.
In addition to the standard view of the runway, consumers watching the brand’s fall/winter 2014 show on Fendi’s Web site during Milan Fashion Week had the ability to switch to the camera angle of the aerial drones. This new way of filming the runway show allowed viewers at home to have a unique experience and feel more a part of the action, as they could switch vantage points.
During the runway live-stream consumers could watch the live footage on Fendi.com. As they were watching, fans could switch between the four or more cameras flying in the air to see different angles of the runway (see story).
Italian leather goods brand Salvatore Ferragamo is highlighting its family ties with a female-focused campaign around its new Fiamma bag.
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