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Premium Insight is a study made by SAME SAME but different in order to explore the digital activity of premium brands and luxurious “Maisons”. ...

Premium Insight is a study made by SAME SAME but different in order to explore the digital activity of premium brands and luxurious “Maisons”.

This new edition will focus on the most innovative strategies in terms of display, emailing, e-commerce, social media and mobile.

Enjoy your reading !

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    Premium Insight may Premium Insight may Presentation Transcript

    • PREMIUM May 2014 INSIGHT
    • PREMIUM INSIGHT PREMIUM INSIGHT May 2014 SAME SAME but different Founded in 2009, SAME SAME but different is the strategic and creative digital agency of luxury and major brands: Digital operations and website design / e-influence campaigns / Mobile solutions / Digital In store / Consulting & training for leaders. SAME SAME but different works world-widely with offices in Paris, Shanghai, Hong Kong and New York. PREMIUM INSIGHT Premium Insight is an overview of the digital activity of premium brands and luxurious “Maisons” focusing on the most innovative strategies in terms of display, e-commerce, social media, mobile and O2O... This issue is composed of: • A review of the main digital news • A selection of new brand platforms • A study of a case • A focus on a trend • An analysis of a Chinese topic
    • May 2014 PREMIUM INSIGHT AGENDA I. DIGITAL NEWS II. BRAND ZONES III. CASE: KENZO, NO FISH NO NOTHING III. FOCUS: DIGITAL SHOPPING BEYOND THE GREAT WALL: WECHAT BEST PRACTICES
    • DIGITAL NEWS
    • May 2014 PREMIUM INSIGHT NEWS BRAND ZONES CASE FOCUS NOWNESS NOW SeamlessNESS Nowness, an editorial platform that belongs to the LVMH group, recently introduced its first shoppable video unveiling Louis Vuitton, Kenzo and Bottega Veneta pieces throughout this spectacular dance film. The touch motion video features professional dancers jumping in and out of the shoppable clothing, thus creating a beautiful visual experience. The users are invited to click on the pieces they like that will directly appear on the bottom right of the video allowing them to shop without disturbing the experience. Our opinion: Nowness created a great shoppable video that managed to gather all in one place, a real treat for the eye and a seamless experience. > The website
    • May 2014 PREMIUM INSIGHT NEWS BRAND ZONES CASE FOCUS KARL LAGERFELD 1, 2 buckle my shoe…9, 10 nice job Lagerfeld! For the launch of his new line of perfumes, Karl Lagarfeld went all in and created an entire digital ecosystem: a mini website in parallax presenting the perfumes; teasing content on Facebook, Twitter, Instagram and Youtube with the creation of #KARLPARFUMS; a digital launch event where guests were invited to take selfies, and finally, the Emotikarl application that allowed users to send Karl Lagerfeld emoticons on WhatsApp, Facebook, Twitter, WeChat and email. Our opinion: By implementing to his strategy all of the latest trends such as sticker emoticons, selfies and parallax, Karl Lagerfeld proves once more that he knows what he is doing and talking about… And most importantly that he knows what people are doing and talking about! > The application> The website
    • May 2014 PREMIUM INSIGHT NEWS BRAND ZONES CASE FOCUS MERCEDES Keep on scrollin’ To present its new Mercedes-Benz GLA, the brand created a parallax website, The Forgotten Roadtrip, telling, in a very dynamic way, the story of Ryan, a thirty-year-old that wakes up in the desert having completely forgotten what happened and how he got there. The user, in the main character’s skin, is invited to scroll through the different types of visual content (Interactive images, GIFs and videos) that each participate in refreshing his memory. Our opinion: Even though the experience is a little too long, the different interactions and the quality of the visual effects won’t let the user stop scrolling. A good storytelling operation and a great use of visual content. > The website
    • May 2014 PREMIUM INSIGHT NEWS BRAND ZONES CASE FOCUS THIERRY MUGLER A spray of light For the launch of his new perfume “Alien Eau Extraordinaire” Thierry Mugler offered an interactive experience close to a video game. The user is invited to answer to a series of enigmas inside of the Palace of the Solar Goddess to collect light fragments in order to get a chance to win a trip in the Moroccan desert or “Alien Eau Extraordinaire” perfumes. At the end of the video, if the user hasn’t found light fragments, he is invited to share the experience on Facebook to collect some more and have a chance to win the contest. Our opinion: The experience is very well done and catching. The different interactions are not repetitive and truly entertaining. Finally, the association with Facebook, to help finish the game, is a good way to create awareness. One more proof that gaming is becoming the thing. > The website
    • May 2014 PREMIUM INSIGHT NEWS BRAND ZONES CASE FOCUS MARC BY MARC JACOBS Marc wants you Marc By Marc Jacobs launched a special contest for its fans that ended on the 9th of April. The concept? Take a selfie and post it either on Instagram or Twitter with #CastMeMarc in order to get the chance to become the brand’s face for the Autumn/Winter 2014-2015 collection. The winners were revealed and originality and strong personalities seem to have been the criteria of selection. Our opinion: More and more brands seem to be wanting to turn their fans into faces or ambassadors. Probably because it is a win-win situation that enables them to reward their fans, generate buzz and save costs all at the same time. However, one can hardly imagine Marc Jacobs using the same strategy on his main brand. > Instagram selfies
    • BRAND ZONES
    • PREMIUM INSIGHT May 2014 NEWS BRAND ZONES CASE FOCUS HERMÈS Digital magazine - Le Monde d’Hermès iPad application > The application
    • PREMIUM INSIGHT May 2014 NEWS BRAND ZONES CASE FOCUS PETIT BATEAU Instagram account > Instagram
    • PREMIUM INSIGHT May 2014 NEWS BRAND ZONES CASE FOCUS TOM FORD E-commerce website > The website
    • PREMIUM INSIGHT May 2014 NEWS BRAND ZONES CASE FOCUS LONGCHAMP Website section - The customizable Pliage Leather > The website
    • PREMIUM INSIGHT May 2014 NEWS BRAND ZONES CASE FOCUS H&M E-commerce website > The website
    • PREMIUM INSIGHT May 2014 NEWS BRAND ZONES CASE FOCUS CARTIER Tumblr > Tumblr
    • PREMIUM INSIGHT May 2014 NEWS BRAND ZONES CASE FOCUS CHOPARD Classic Racing Tumblr > Tumblr
    • CASE: Kenzo, No Fish No Nothing
    • PREMIUM INSIGHT May 2014 NEWS BRAND ZONES CASE FOCUS KENZO No Fish No Nothing From the 21st of March to the 27th, Kenzo collaborated with the Blue Marine Foundation to fight against overfishing by creating an exclusive charitable collection. No Fish no Nothing is: • A digital pop up store in Paris • A collection of jumpers, t-shirts… • A conceptual website • A dedicated hashtag #NoFishNoNothing
    • PREMIUM INSIGHT May 2014 NEWS BRAND ZONES CASE FOCUS NO FISH NO NOTHING Out of store experience Kenzo’s pop up store, located in the center of the city, offered Parisians the opportunity to participate in a digital experience where fish were put in the limelight. Thewindowsofthestoreweretransformedintoagiantdigitalaquarium connected to the brand’s e-commerce website. Indeed, pedestrians were invited to use the screen to discover the project, the collection and shop pieces. Once a purchase was done, a fish appeared in the digital tank. Buyers weren’t the only ones to benefit from this experience, Instagram users also had the opportunity to add their own fishes by publishing a picture of the pop up store followed by the #NoFishNoNothing. Every now and then, the digital tank was emptied of 30% in order to symbolize overfishing. > The video
    • PREMIUM INSIGHT May 2014 NEWS BRAND ZONES CASE FOCUS NO FISH NO NOTHING The website For the occasion, Kenzo created with OKfocus agency a website that embodied, in a conceptual way, the fight against overfishing. The viewers are invited to a digital experience that turns them into fishes and informs them of the situation by putting them right in the middle. Key facts such as the percentage of loss of fishes since the 1950s, were given. The user experience is quite convincing, as the parallax enables a true immersion in the brand’s cause. > The website
    • PREMIUM INSIGHT May 2014 NEWS BRAND ZONES CASE FOCUS KENZO, NO FISH NO NOTHING This was a great operation led by Kenzo, that managed to create buzz both around the brand and the cause. The digital pop-up store, that is in fact nothing but a window, allowed pedestrians to discover the brand’s e-commerce website. The conceptual side of the operation was also well led with, a parallax website that offered a ludic experience, and a great idea to have 30% of the fishes created by users disappear every now in then in order to symbolize overfishing. The only downside is that the operation was entirely dedicated to the pop-up store. Indeed, the whole point of social media use is to create virtual accessibility when the physical one isn’t an option. Kenzo should have chosen something other than a picture of the store for their Instagram operation so that any user could have added their digital fish to the window.
    • FOCUS: Digital shopping
    • PREMIUM INSIGHT May 2014 NEWS BRAND ZONES CASE FOCUS DIGITAL SHOPPING Shopping is becoming more and more digital whether it be on desktop, on mobile or directly in the store via: • E-commerce • M-commerce • Social commerce • Digital instore • Shoppable videos Let’s have a look at some of the best practices…
    • PREMIUM INSIGHT May 2014 NEWS BRAND ZONES CASE FOCUS E-COMMERCE – TOM FORD Tom Ford recently opened its brand new e-commerce website featuring sensuality and eroticism. The website is very efficient with a high quality visual experience and services offered. The pieces can be seen in full screen enabling users to appreciate everyone of their details. Cherry on top of the cake, the “lipstick” section has you look across dozens of colored lips some of which are mouth watering animated GIFs. > The website
    • PREMIUM INSIGHT May 2014 NEWS BRAND ZONES CASE FOCUS DIGITAL IN STORE - BURBERRY Burberry recently opened one of its biggest stores, in Shanghai. For the occasion, a huge event was organized with a fashion show featuring Cara Delevingne flying in the sky. The Burberry boutique, much like the English one on Regent Street, offers a wide range of digital tools as the RFID chip, placed in the pieces of the collection, that enables customers to access different types of content about the piece they are holding via mirrors that turn into digital screens. Indeed the boutique is equipped with many screens that allow a full immersion in the brand’s world.
    • PREMIUM INSIGHT May 2014 NEWS BRAND ZONES CASE FOCUS M-COMMERCE – LOUIS VUITTON In October 2013, Louis Vuitton expanded its American M-commerce application to Europe, Japan and Brazil. The app, among other functionalities enabled users to flash some of the Maison’s advertising, thanks to the Louis Vuitton Pass icon, in order to access the shoppable content. > The application
    • BEYOND THE GREAT WALL: WeChat best practices
    • PREMIUM May 2014 INSIGHT PREMIUM INSIGHT BEYOND THE GREAT WALL May 2014 WECHAT BEST PRACTICES Tag Heuer – QR Code hunt Tag Heuer customized its traveling exhibition, “La Maison”, in order to make it appealing to Chinese people and to their habits. In Shanghai, Beijing and Hong Kong, the brand offered a WeChat treasure hunt experience, that had visitors looking for QR codes granting access to additional content. The more they scanned, the more they gathered keys which got them closer to the end of the experience and to a special reward. Indeed, the lucky winners received a special “Keys of Time” flash drive containing exclusive content. A very creative and fun way to use WeChat!
    • PREMIUM May 2014 INSIGHT PREMIUM INSIGHT BEYOND THE GREAT WALL May 2014 WECHAT BEST PRACTICES Longchamp – Le Pliage To celebrate the 20 year anniversary of its iconic collection of bags, Le Pliage, Longchamp offered the opportunity to WeChat users to customize their own piece by sending to the Maison’s account, via the platform’s messaging tool, the codes of the colors they like and their name initials in order to receive and share a visual of the final result of their creation. Knowing that Chinese luxury consumers are keen of mobile shopping, too bad Longchamp didn’t offer the opportunity to purchase the custom-made bag directly via the image…
    • PREMIUM May 2014 INSIGHT PREMIUM INSIGHT BEYOND THE GREAT WALL May 2014 WECHAT BEST PRACTICES A painting of Shanghai by Burberry For the occasion of the “London in Shanghai” event that celebrated the opening of the Maison’s digital boutique, Burberry launched a contest on WeChat. Users were invited to unveil beautiful aquarelles of Shanghai with their phones by shaking, tapping or swiping. The experience is very much like the Monet website created in 2010 but Burberry managed, once more, to conduct a great operation, efficient in terms of quality of the visuals, of the interactions and of the choice of the platform, that is to say, WeChat on mobile.
    • © SAME SAME but different The next study will be available in July 2014 samesameparis.com samesamechina.com samesamehk.com samesameusa.com Michel Campan - mcampan@samesameparis.com Victor Yang - victor@samesamechina.com Julien Gaubert-Molina - jgaubertmolina@samesamehk.com Emmanuel Duran Campana - emmanuel@samesameusa.com