Luxury brands such as Burberry, Chanel and Estée Lauder utilized social media in a creative way this past year. What came of it are some of the best multichannel media campaigns of 2012.
Utilizing all aspects of media – television, print, social and mobile – luxury brands sought to engage their fans through unique and innovative campaigns. We’ve rounded up a list of our favorite 2012 campaigns. These standout campaigns definitely made an impact in fashion!
Here’s our top five!
1) Chanel No 5.
The French brand strayed from tradition this year by using Brad Pitt as the first male face of it’s coveted infamous N°5 perfume. Kicking off in October, who could forget the brief 30 second spot showcasing a rambling Brad Pitt against a monochromatic background? The print, video and mobile campaign launched a thousand parodies and put Chanel N°5 on the map in a way it might not have anticipated.
2) Burberry
British fashion powerhouse Burberry used it’s homeland as inspiration for it’s Autumn / Winter campaign. Burberry really pulled out all the stops for this campaign – short films, music and digital experiences adorned this campaign. Shot in the historic Royal Naval College in London, musician Roo Panes and actress Gabrielle Wilde adorned the pages of these ads. Roo Pane even provided an official campaign song. So inventive and out of the box for a fashion brand! Furthermore, a four part interactive and digital shoppable video was created and promoted via their social media channels.
3) Estée Lauder
Cosmetic beauty brand Estée Lauder spent 2012 looking for the most fashionable woman – dubbed Fabulous at Every Age. Partnered with Harper’s Bazaar, the cosmetic line looked for five powerhouse woman, between the ages of 20 to 60. Estée Lauder hosted events for woman to get their make-up professional done, with photographic entries taken at said events. And, what better way to get their word across than their social media avenues? Perfect!
4) Net-A-Porter
Online luxury retailer Net-A-Porter hosted interactive events around the world to help raise awareness of Karl Lagerfeld’s very own collection. In order to promote their events, Net-A-Porter turned to social media, email, and mobile to get the word out! Erecting window-displays of the collection in major cities such as London, New York, Berlin and Sydney, the displays showcased items in the new collection. To create buzz, Net-A-Porter used social media to announce that Lagerfeld himself would attend one of the window displays. A perfect way to reach both Lagerfeld and Net-A-Porter fans!
5) Hugo Boss
Hugo Boss used the year 2012 to launch it’s largest ever digital campaign in the history of the German brand. Dubbed New Dimension Beijing, it utilized augmented reality, digital print, Web and mobile to promote the runway show for it’s Black collection. This collection was to be live streamed in 3D. Fans of the brand were given unlimited access to content through various and multiple media campaigns. A 3D campaign, how innovative for 2012!
Via Luxury Daily
