Find your eyewear match with FENDI and Spotify

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Screenshot of Fendi Eyeshine pages

Music tastes are usually seen as a reflection of someone’s personality and mood, and this is exactly how FENDI intends on finding the perfect Eyeshine sunglasses for you.

Use your eyes and ears to find your next sunglasses

The brand recently launched a multisensory experience to showcase its Eyeshine product line, using a selection of 4 of Quebec singer Coeur de Pirate’s tracks to identify visitors’ mood. Each song title echoes to a specific style of Eyeshine glasses: Golden Baby for the golden style, Woods Darker than Night for the dark model, Ocean Brawls for the aqua shades and Drapeau Blanc for the white frames.

After choosing among these tracks, visitors are driven through a list of songs that further explore their current mood: from classics such as The Beatles, Nirvana and Pink Floyd to more recent artists such as Katy Perry and Lorde, FENDI used Spotify to create playlists in line with each of the four moods and personality traits they matched with the four current Eyeshine colors.

Make your mood, style and playlist a match

After browsing through the music selection, visitors discover a quick presentation of the Eyeshine style, a description of who they are right for (e.g., “Fendi Eyeshine White is the perfect match for a chic, sophisticated person”) and they are invited to discover and follow a Spotify playlist dedicated to their eyewear match.

FENDI went one step further than most brand’s “tell me what you do, I’ll tell you what to wear” quizzes and designed a fun and ear-pleasing experience, which is quite an original way to sell sunglasses!

De-dramatizing trends: Fendi’s example

Miniature bags are in, ladies and gentlemen! If you’re as puzzled as I am by those (I love the look but am always carrying out tons of things), you should take a look at Fendi‘s latest digital campaign:

The brand staged its Peekaboo and Baguette lines in a 1:19 minute video, available on their website as well as on social media. What is surprising coming from a luxury brand is that the video gives 7 absurd theories on the origins of micro bags. This stance shows a great sense of humour and self-mockery from a label that is usually associated with a premium brand image and a mature customer base, as well as a very Italian view of glamour and elegance.

Still, Fendi did things right and managed to make the video enjoyable, and quite entertaining, without getting viewers confused. What I mean is that the campaign integrates perfectly with the designs – some bag models are inspired by fiction as they seem to have eyes, which places the design on a humorous level. The video leverages this feature of the bags to make them look like monsters in the 4th theory (the scary theory). The entire video actually makes great use of the different models featured, whether it’s about their size (watch the 6th theory – the matryoshka theory), color (the 2nd theory – the magic theory – replaces the usual black hat with a black purse), shape (micro bags pop out of a largely open purse in the 5th theory – the pop corn theory)…

Launching a fun campaign showing the brand doesn’t take itself too seriously, and doing so on digital supports, enables the brand to reach a younger customer base on their favorite channels. In the meantime, it also generates more traffic to the brand’s new e-commerce site, which is designed with customer experience in mind and that I recommend you check out (it looks beautiful and it’s super easy to navigate, without looking all black and white like a lot of luxury e-shops)!

What was your favorite theory? Mine was probably the pop corn one, as I wouldn’t have associated micro luxury bags with the a snack that symbolizes a trip to the movies.

Vogue made its 2015 It Bag choice democratic

Fashion is quite arbitrary and undemocratic: designers push trends on runways, influencers pick them and crowds follow them. What bag will be the year’s must-wear is fashion professionals’ job, not yours. Vogue being a key fashion source, it is all the more unexpected that the magazine held a contest to elect the official Vogue It Bag of the year.

Vogue It Bag 2015 election (Source: Vogue)

Vogue It Bag 2015 election (Source: Vogue)

Vogue selected 10 promising bags and opened the contest on January 26, 2015. Each bag had its own mini campaign: poster, description, video, pictures… Check the example of Dior’s Diorama bag.

With a countdown until voting began, Vogue created rarity and waiting for an online campaign, reflecting some principles inherent to luxury. The campaign lasted 8 days. Vogue published the results on February 3, 2015: Fendi’s Micro Peekaboo Bag got 20% of participants’ votes and was elected the magazine’s It Bag of the year.

Vogue shared the contest on its mobile site, Facebook page, Pinterest, and Twitter account. It also created a #ItBag2015 hashtag allowing us to follow the online movement. And it met quite some success.

What does a contest like this bring to Vogue, and, more importantly for us, to brands?

It definitely brought traffic to Vogue’s online magazine, mostly from Vogue’s social media platforms, but also from sharing on social media and referrals in articles featuring the story. It increased participation with the magazine, and probably lengthened the average visit. Finally, it gave Vogue one more topic to use throughout numerous articles.

Finally, bags selected as candidates also benefited from the contest. Brands gained general exposure, being featured in a major story on vogue.com. The mini campaigns on each bag added to the storytelling associated with it. Being a contest, it likely draw more positive feelings to the products and brands than a simple advertising campaign as visitors felt included in a major fashion trend: the It Bag of the year. Sales probably increased for the ten contenders, and those of Fendi’s mini bag must have skyrocketed even more. Such a contest must also have increased brands’ online exposure; it’s reasonable to think brands’ social media accounts gained new followers at a faster rate than usual, and their websites and e-commerce platforms must have also encountered a peak in traffic.

Contests are frequently used by brands to offer fans a chance to win gifts, or a voucher. I believe it’s even more interesting from brands when the contest comes from an external source (here Vogue). Especially since it is about content – Vogue didn’t send It Bags to voters but it did attract voters from all over the world.