Content material is the core of any robust digital advertising technique, and a powerful narrative is the muse of all good content material.
When the long-lasting high-fashion home Chanel sought to revolutionize the best way it engaged with clients, content material and know-how was on the forefront of its strategy.
The 105-year-old model has a transparent benefit relating to storytelling – a wealthy historical past. The legacy of the corporate’s late founder Gabrielle “Coco” Chanel is so compelling, that the model’s insignia – two interlocking C’s – is without doubt one of the most acknowledged and revered on the earth.
Not solely has the corporate managed to ramp up engagement with the event of their extremely interactive, commerce-driven web site, it has astutely leveraged the modernist philosophy of its creator, Ms. Chanel, greatest exemplified within the following quote:
Vogue is just not one thing that exists in attire solely. Vogue is within the sky, on the street, style has to do with concepts, the best way we reside, what is going on.” – Coco Chanel
This type of model ubiquity actually rings true in Chanel’s digital advertising efforts at present. The label’s content-centric microsite, INSIDE CHANEL, launched in 2013, takes shoppers on a narrated, extremely visible trip of Chanel’s historic rise to fame – intertwining the lifetime of Coco herself with the evolution of the corporate and its merchandise, touting their respective successes in every of the ten chapters.
Choosing a real narrative strategy, INSIDE CHANEL tells the model’s story in chronological style, permitting shoppers to immerse themselves within the story behind the corporate’s development – every chapter capturing the distinctive story behind the model’s iconic gadgets.
The primary chapter goes behind the scenes of the world’s most well-known perfume, Chanel No°5, created in 1921 and named for the pattern quantity Coco favored greatest – particulars highlighted within the four-minute clip.
Whereas the fragrance’s practically quick, and unmatched, success may be attributed to its alluring scent and distinctive packaging, it will also be traced to what the model has traditionally finished so nicely – humanizing Chanel’s cultural philosophy by utilizing actual folks to inform the story.
Over time, celebrities like Marilyn Monroe, Catherine Deneuve, Candace Bergen, Nicole Kidman, and Brad Pitt have grow to be real-life manifestations of the French label’s ethos. Their affiliation not directly expresses the model philosophy – an icon of full refinement, affluence, and excessive residing.
Chanel’s official Instagram account has 2.2 million followers, and like their Twitter account, boasting 5.81 million followers, follows nobody. Chanel has astutely leveraged its compelling narrative and banked on its model ubiquity.
Chanel just lately teased out it’s new marketing campaign, “The One That I Need,” throughout their social channels. The ultimate product receiving over 26,000 retweets and favorites on Twitter and over 344,000 likes and shares on Fb. What are you able to study from this iconic model, moreover stick to what works? Chanel sticks to their model id above all – unique, elusive, constant, and continually recognizable.
To study extra about how Chanel and different high magnificence manufacturers dominate on social, obtain our free information: Give Your Model a Makeover: How High Magnificence Manufacturers Stand Out.
By Amanda Fayer, NewsCred Contributor
Initially revealed on Nov 12, 2019 9:47 AM