Top 10 social media marketing campaigns of 2016. Dolce & Gabbana's contemporary princess in #DGFabulousFantasy Social media has become extremely pervasive in consumer behavior and the marketing industry. Dior positioned the debut of its Dior Makeup Instagram account around its latest beauty collection, used during the autumn/winter 2016-17 ready-to-wear runway show during Paris Fashion Week (see story). The brand, which does not offer ecommerce, leveraged Curalate’s Like2Buy platform to drive in-store appointments and product exploration instead of online purchases. Like2Buy originated as a means of turning inspirational content into sales for brands. Since Instagram posts do not allow for hyperlinks within the captions, marketers have had to invent ways to take consumers from post to purchase (see story). La Mer has been active on Pinterest, where it shared its skincare knowledge and curated content specific to its brand and product lines, since 2015 (see story). Newly created Instagram, Twitter, Periscope and Snapchat accounts under the name Mercedes-Benz Fashion provided an inside perspective to the world of designers and runway shows through the lens of the car brand. Through the Net Set app, Net-A-Porter’s consumers are linked to fashion personalities, curators, designers and brands in real-time while labels can actively manage a social dialogue and relationship with users. On The Net Set app, consumers are able to scroll through a feed of trending fashion items from around the world, give friends advice on purchases and recommend merchandise, share images, interact with style icons and view personalized “love lists” (see story).
Social media has become extremely pervasive in consumer behavior and the marketing industry.
Luxury brands that have best leveraged social media are those that have designed truly native and unique experiences that work best, but differently, on each respective platform. Interactive campaigns, account takeovers, shoppable capabilities and storytelling have dominated social media campaigns this year.
Here are the top 10 social media marketing campaigns of 2016 in alphabetical order.
French atelier Chanel promoted its J12 timepiece offerings in a new graphic novel housed on Vogue’s homepage.
The first episode of “Stealing Time” appeared as a banner across the top of the Condé Nast-owned publication’s Web site and shows the female protagonist and a Chanel timepiece. The sponsored graphic novel’s episode, launched Nov. 23 for readers in the United Kingdom before global distribution, was written by Elizabeth Wood and illustrated by Rafael Grampa.
When the banner advertisement was explored further, readers were redirected to hub created for Stealing Time (see story).
French atelier Christian Dior gave its beauty division a platform on Instagram to boost the visibility of its personal care products.
Dior announced through its already established social channels that Dior Makeup had been given its own account on Instagram to segue an already active community to the new content page specific to cosmetics. Beauty products often fare the best on Instagram due to the visual nature of the platform, resulting in stronger interaction with the brand and items.
Dior positioned the debut of its Dior Makeup Instagram account around its latest beauty collection, used during the autumn/winter 2016-17 ready-to-wear runway show during Paris Fashion Week (see story).
Italian fashion house Dolce & Gabbana scripted a social media fairy tale told through looks from its latest women’s wear collection.
Dolce & Gabbana’s #DGFabulousFantasy told the story of a contemporary princess, who goes about her day in head-to-toe looks from the atelier. A linear storyline told on social media engaged consumers who follow along, and may return to see if the next chapter has been posted.
The #DGFabulousFantasy began “Once upon a time…” as its opening slide, followed by the contemporary princess waking on Thursday morning, eager to start a new day (see story).
Leather goods maker Goyard joined Instagram in an exclusive fashion, hosting a private 10-day preview of its account.
Starting May 11, consumers were able to request access to the private account by sending a follow request, with those who did treated to a curated collection of imagery. Social media is often credited with tearing down the velvet rope separating luxury brands and consumers, but this private account brings back a layer of exclusivity to the digital arena.
Goyard counted down to its Instagram launch on its other social media accounts. In its post, the brand showed an image of a white-gloved hand…