Luxe 2.0 - Marketing digital - E-commerce

The #FSCelebrate campaign commemorates the reopening of the property last October and will involve a host of events for guests throughout this month. Although many of Four Seasons’ social media contests involve numerous areas and properties, they are generally triggered by an individual hotel’s gumption.

The brand celebrated the 60th anniversary of its horse bit loafer with an omnichannel campaign. Over a 10-week period, the efforts permeated stores and social media channels and became a universal theme for the brand.

Sales generated by the campaign tripled what the brand had invested. 

The brand is promoting the new Carrera sunglasses collection in an email that links consumers to a video and additional digital content on its Web site. Jimmy Choo is likely to attract consumer interest in the new products and campaign through the multi-layered campaign.

French label Christian Dior is targeting affluent men with a new video for its ready-to-wear fall/winter collection that focuses on complex emotions of men while they play a game of pool. Dior broached its fall collection through a television commercial, social media and other digital promotions.

Pour accompagner ce développement, Longchamp diffusera à partir du mois d'octobre sur le web une campagne digitale en vidéo qu'on retrouvera sur les réseaux sociaux et le site de la marque. 

French leather goods and scarves maker Hermès is captivating fans in a digital campaign with a symphonic video inspired by the brand’s new silver jewelry collection.

Although the brand has ventured into the digital arena before, ”The Sound of Hermès Silver” campaign is designed to reach a global audience. The campaign draws on the expertise of various artists to deliver an artful video that aligns with the brand’s commitment to innovation and craftsmanship.

Donna Karan New York’s #DKNYARTWORKS campaign depended on promoted tweets that generated engagement levels higher than three percent and garnered 11.2 million impressions over a three-week span. 

Through this campaign, the brand was able to familiarize fans with its art-entwined origins, drive substantial online traffic and bring several luminaries to a prominent stage.

New York department store Bergdorf Goodman is pushing a new campaign for its 5F contemporary section through a digital campaign that includes images, video and a music playlist.

The brand created a Facebook event along with daily posts and a teaser video to make sure the “Bigger than Life” campaign stayed at the top of fan’s social media feeds. Since consumers may be overwhelmed with the number of new campaigns, brands need to make sure campaigns have staying power to ensure fan engagement.

Spirits maker Moët & Chandon USA is continuing its partnership with brand ambassador and tennis star Roger Federer with a multichannel campaign including various social media that complements its sponsorship of the 2013 United States Open tennis championships.

French label Christian Dior is generating interest in its One Essential skin care line through its Beauty Chronicles campaign that highlights the product line and offers information.

The “Sparkling Red Explosion” campaign for the Tan-go shoes is being promoted on Valentino’s digital platforms including social media, email and the homepage of its Web site. The label is likely to attract consumer attention by incorporating a well-known and playful theme into the campaign.

Italian fashion house Giorgio Armani is extending its “Frames of Life” eyewear campaign by encouraging fans to create short videos on mobile video-sharing application VideofyMe using its own branded filter.