British retailer Harrods is commonly associated with its large red building with green screens, its lights at night and its wide product range – meant to cover any demands customers might have. Another characteristic of the store is its Green Man, the historical doorman character, always there to open the door for visitors.
To leverage the company’s heritage and to celebrate the Vogue Festival 2015, Harrods is holding a photo contest on Instagram. It started on March 27th and lasts a month. Whether they bought a figurine of the Green Man, or simply download the character online, contestants are asked to take a creative picture of the Green Man somewhere around the world and then share it on Instagram using #MyGreenMan @Harrods #VogueFestival.
This contest should help modernize the retailer’s image and make its Green Man even more part of the brand’s image.
Coco quiz on Chanel’s website
Quizzes are great to get consumers engaged. Buzzfeed attracts thousands of visitors with numerous quizz articles, but also lists and catchy posts. These tools can also do wonders in luxury.
It can be hard to make luxury and digital meet without denying some of their respective principles. Yet, brands leverage social media for CRM, and their website for e-commerce. From time to time, they launch a new feature on their website, or a digital campaign to spice things up.
With the launch of Chanel’s Spring make-up collection, Chanel plays the personalization card: last week, the brand set an online quizz to find the right shade of the Rouge Coco for each consumer. After answering 6 questions, visitors are shown a shade, accompanied by a short description explaining the inspiration for the shade. The inspiration is actually linked to a character from Gabrielle Chanel’s life, thereby reinforcing the storytelling around the brand. Each name of lipstick shade is the name or nickname of someone who mattered in the brand Chanel’s development, because they mattered to Gabrielle.
As usual, the brand shared the quiz on its social media accounts to ensure traffic to the e-commerce platform where the quiz is hosted.
So borrowing codes from women’s magazines and popular websites can guarantee success with digital consumers looking for entertainment, added value and storytelling combined. I know I enjoyed taking the quizz. And taking it again. And again!
Chanel is one of those luxury houses enjoying a rich heritage, built on a brilliant founder and his/her vision. Gabrielle Chanel played a role in women’s emancipation, she dared to say what she thought and she embodied her brand to perfection. She also broke the rule in fashion, jewelry and perfumery and her audacity and vision of free women are now part of Chanel’s DNA.
To leverage this strong history, closely linked to a –literally– extraordinary founder, Chanel has long told its story through ads, product names (think of the Coco and Mademoiselle Coco perfumes, both echoing to Gabrielle’s nickname), and more recently, a website called Inside Chanel.
Inside Chanel is a platform dedicated to Chanel’s history. Quite a paradise for marketers who love a bit of storytelling. And this is a field where Chanel has always been great. With 12 videos, pictures, drawings, ad campaigns, and a chronology, the website immerse visitors into the brand’s universe.
N°5 on Inside Chanel (source: Chanel)
Such a website is a strong tool for luxury brands to make customers feel closer to the brand. Here, Chanel tells different stories: from key products (N°5, the jacket, jewels) to the vision of the brand according to its artistic directors (Gabrielle, Karl Lagerfeld)… The contents are of high quality, and do tell a story, full of interesting and instructive facts. The brand shares a part of itself with demanding consumers who want to feel involved with the house. It extends the user experience with the brand from an in-store or online visit and purchase, to a moment of sharing. And this is something luxury brands should keep on exploiting as it is a key differentiating element between luxury houses. Every house is unique so they should insist on their unique history to build stronger relationships with consumers.