Premium Insight March 2014

PREMIUM INSIGHT
PREMIUM
INSIGHT March 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 closer look to the jewelry and watchmaking sector
• A study of a case
• A focus on a trend
• An analysis of a Chinese topic

March 2014
PREMIUM
INSIGHT
AGENDA
I. DIGITAL NEWS
II. JEWELRY AND WATCHMAKING RADAR
III. CASE: THE DIGITAL FASHION WEEK
III. FOCUS: TUMBLR
BEYOND THE GREAT WALL: VALENTINE’S DAY

March 2014
PREMIUM
INSIGHT
NEWS RADAR CASE FOCUS
CHANEL
« Parfums chancelants »
To refresh its consumers’ memory, Chanel launched a special
digital operation dedicated to its line of fragrances, Chance. For
the occasion, the Maison created a microsite with an interactive
video that invites you to pull the three bottles of perfume – Chance,
Chance Eau Fraîche, Chance Eau Tendre – up, down, to the left and
to the right, thus creating a playful choreography.
Our opinion: We mentioned in one of our previous insights, that
Chanel’s operations – such as the J12 Moonlight - lacked social
sharing functionalities. Well in this one, the Maison offered, at the
end of the interactive video, the possibility to share the experience
on social media. Next step: creating a personalized shareable
experience.
> The website

March 2014
PREMIUM
INSIGHT
NEIMAN MARCUS
Neiman MarChat
The department store Neiman Marcus created an iOS application
for its on-the-go customers. The application offers a wide range of
services divided in five main categories: the store, shop, NM connect,
InCircle and account.
Among those, the application is connected to the brand’s blog and
Instagram account. Users also have the opportunity to review a list
of sales associates that can be contacted from the app by phone,
text, email or FaceTime.
Our opinion: This app is a great way to create a Neiman Marcus
community. Where brands usually use applications for commerce
purposes, the department store added a real social value and a great
service. Sounds a little bit like WeChat doesn’t it?
> The application

March 2014
PREMIUM
INSIGHT
NINA RICCI
Yielding to temptation
Ladurée, and Nina Ricci collaborated for the launch of a special
collection, « La Tentation de Nina » creating a tasteful world filled
with perfumes, candles and macaroons.
A 3D film was created for the occasion unveiling a poetic and digital
paper-cut decor that flies into pieces unveiling the fragrance. After
having watched the movie on Nina Ricci’s website, the Maison invites
you to participate in an interactive experience. Click on the three
bottles hidden in the decor and get a chance to win special prizes by
participating in the sweepstake.
Our opinion: A poetic and visual collaboration for Nina Ricci and La
Durée. However the interactions are repetitive.
> The website

March 2014
PREMIUM
INSIGHT
BALLANTINES
My sweet Barrantines
Until the 22nd of March, Ballantines offers its fans the opportunity to
create their dream pop-up bar. Located on the first floor of famous
Chacha Club, 3 rooms are waiting to be designed and decorated.
To participate, subscribe on Facebook via an application that will
collect your brilliant ideas (the name of the bar, a description,
illustrations via photo, video or other documents). A jury composed
of 4 experts will nominate three finalists. The best projects will have
to be creative, attractive and consistent with the brand’s image. The
big winner will be selected by users’ votes and will get to drink his
favorite whisky in his bar from the 4th of September to the 19th of
October 2015.
Our opinion: This UGC requires a high level of engagement which is
always a threat to success. But it’s a nice way to show and reward
Ballantines’ creative aficionados!
> The application

PREMIUM
INSIGHT March 2014
PIAGET
The Film Independent Spirit Awards
Starting on the 18th of February, Piaget launched a communication campaign
regarding the Film Independent Spirit Awards that took place in Los Angeles,
California. The Maison covered the story by posting pictures, videos and organizing
a live report of the event on Twitter and Instagram.
> Twitter > Instagram > Facebook

PREMIUM
INSIGHT March 2014
TIFFANY & CO.
Tiffany weddings
We told you in February’s Premium Insight, that Tiffany launched, on February
7th, a new section of “What makes love true” on the Maison’s website dedicated to
weddings.
During the entire month of February, the Maison communicated about this section
giving out inspirations and narrating stories about this special ceremony.
> Tiffany Weddings

PREMIUM
INSIGHT March 2014
CARTIER
Cartier Art magazine
On March 4th, the Maison announced the availability of the iPad application,
N°35 Cartier Art magazine on the Apple store. The app is free and unveils
Cartier’s latest high jewelry collection.
> The video
> The application
Valentine’s Day video
To celebrate Valentine’s Day, the Maison published a romantic video encouraging
fans to discover Cartier’s selection of gifts for this special occasion.

PREMIUM
INSIGHT March 2014
HARRY WINSTON
In order to celebrate Harry Winston’s birthday, the Maison published a video
narrating the story of the iconic man.
> The video
CHOPARD
Starting on February 15, Chopard has been sharing some Facebook posts in
Korean on its official fan page.
The Maison is also interacting with its fans via a question and answer social
campaign.
> Facebook

PREMIUM
INSIGHT March 2014
> Facebook
BVLGARI
The Maison published content highlighting
celebrities wearing its pieces.
Bvlgari also started posting content in Japanese
on Facebook.
JAEGER LECOULTRE
For Women’s Day, the Maison dedicated a section
to craftswomen on its #180Skills quiz Facebook
application. The section invites you to discover
these women’s know-how via a video or send your
“Women’s Day” wish to a friend.
> Facebook app

CASE: The digital fashion week

PREMIUM
INSIGHT March 2014
DIGITAL FASHION SHOWS
Fashion weeks have been a “rendez-vous” of digital innovations for a while now. Maisons try to create a spectacular
moment mixing art, creativity and technology. One of their challenges is to share this experience with all of the
fashion aficionados around the world – and not only the lucky few sitting in front of the catwalk.
Digital pioneer Burberry was the first one, in 2010, to have diffused a live stream of its women’s
Autumn/Spring collection on the Maison’s website.
Since then, luxury brands have been prolific and have offered to their fans quite a few digital experiences.
Fashion weeks represent the time of year when luxury brands reach a climactic and decisive moment.
Indeed it is their chance to express their differences and their added value throughout the pieces of their collections.
Digital is the perfect media for the Maisons to demonstrate how innovative they are – a characteristic that is very
dear to the luxury field.

PREMIUM
INSIGHT March 2014
BURBERRY
WeChat fashion show
For Burberry’s Autumn/Winter 2014 show, the Maison collaborated
with the famous Chinese application, WeChat. The Maison created a
subscription account that revealed exclusive content regarding the
show such as audio commentaries from designers, pictures, videos
and text messages from celebrities like the Chinese actress and model,
Angelababy. Followers were also offered the opportunity to receive a
custom-made bag tag engraved with their name just by sending “Made
for + their name” to the account.
Our opinion: Burberry has always been advanced in terms of digital
innovation. It was a matter of time before the Maison joined WeChat.
Their first operation was well lead. As Christopher Bailey said, “WeChat
opens up a huge new world of opportunity in the digital space – the
exciting thing for us is the deeper and more meaningful way that we
are able to tell our stories using this platform ». Let’s wait and see
what they have prepared for us next!
> The video

PREMIUM
INSIGHT March 2014
FENDI
Attack of the Drones
On February 20th, for its fall/winter 2014 show, the Maison went for
innovation and invited robots to the catwalk. This way, the event was
available in live-stream on Fendi’s website. More then being innovative
and quasi-futurist, these drones enabled users to pilot the show as
they pleased. Four machines, hence four different views for an amazing
experience.
Our opinion: This operation had the merit of being innovative in terms
of technology. So much so that spectators spent the entire show looking
up in the air instead of discovering the pieces worn by the models.
> The video

PREMIUM
INSIGHT March 2014
TOPSHOP
Window watching
During London’s fashion week, TopShop offered a true innovative
experience, a virtual reality catwalk show, to five lucky clients in the
windows of its boutique on Oxford Street.
The Maison acquired Oculus Rift headsets for the 3D experience.
By looking straight ahead, the winners were able to see the catwalk and
the crowd of celebrities surrounding it. By looking behind themselves
they accessed the backstage of the show where models were preparing
themselves.Finally,bylookinguptheyaccessedtheraftersandenabled
a 360° view of pictures related to the brand and the show.
Our opinion: This is by far the most innovative enterprise lead by a
fashion brand. This type of operation is very promising for the future
of fashion weeks digitalization.
> The video

PREMIUM
INSIGHT March 2014
THE KINGDOM OF VISUAL CONTENT
In contrary to other social media, Tumblr has no limits in terms of illustration.
The micro-blogging platform offers to brands the opportunity to tell their story in a beautiful and innovative way
taking advantage of a variety of visual tools (cinemagraphs, GIF, videos, photos, photosets…)
that each create a different experience for the eye.

PREMIUM
INSIGHT March 2014
STATISTICS
• 168,4 million blogs
• 120, 000 daily signups
• 113,6 million posts per day
• 74,7 billion posts
• 199,1 million visitors per month
• 5.187 billion pages viewed monthly
• 50% of active users on mobile app

PREMIUM
INSIGHT March 2014
WHAT’S NEW?
@ Mentions
On January 14th, Tumblr announced the possibility for users to directly mention
other users in posts using the “@” symbol followed by the username it is
addressed to.
When somebody mentions you, you will receive a notification on the dashboard
and on the “activity” page.
This new function is a part of Tumblr’s strategy to become a social network.

PREMIUM
INSIGHT March 2014
WHAT’S NEW?
Dial content
On March 7th, Tumblr announced a new feature on the platform that allows you
to dial a toll-free number to post audio content into your blog.
Before using it users must go into their Tumblr settings and register their phone
number in order to link it to their account.
In order to post content, users must dial 1-866-584-6757 to record the audio
message and then post it.
> The video

PREMIUM
INSIGHT March 2014
WHO?
Chopard Red Carpet
Types of content:
• Pictures
• Gifs
• Pictures with text
• Cinemagraphs
• Videos
Organization:
• Chronological tumblr
Subjects:
• Celebrities
• Pieces
• Know-how
• Behind the scenes
> The tumblr

PREMIUM
INSIGHT March 2014
WHO?
Dior on Tumblr
Types of content:
• Pictures
• Gifs
• Cinemagraphs
• Videos
Organization:
• Chronological tumblr
• Menu with list of hashtags in alphabetical order
Subjects:
• Makeup
• Accessories
• Art
• Behind the scenes
• Collections
> The tumblr

PREMIUM
INSIGHT March 2014
WHO?
Art of the Trench by Burberry
Type of content:
• Pictures
Organization:
• Collaboration between the Maison and its fans
• User Generated Content
Subject:
• Burberry trench
> The tumblr

BEYOND THE GREAT WALL: Valentine’s Day

PREMIUM
March 2014
INSIGHT
PREMIUM
INSIGHT
BEYOND THE GREAT WALL
March 2014
A LOVE TRIANGLE
Traditionally, Valentine’s Day is celebrated on the seventh
day of the seventh month of the lunar calendar and is known
as the Qixi Festival symbolizing a mythological Chinese
couple’s union.
However nowadays Chinese have started celebrating this
day of romance on the 14th of February and “White Day” on
the 14th of March.
Without forgetting Single’s day on 11.11, these celebrations
around love are many occasions for brands to launch
campaigns and reach eligible consumers.

PREMIUM
March 2014
INSIGHT
PREMIUM
INSIGHT
March 2014
VALENTINE’SDAY&WHITEDAY
Lancôme celebrated Valentine’s day on Weibo and offered
its fans the opportunity to write poems to their loved ones.
Once the words written, users had to tag their lovers in
order to get a chance to win special gifts. Indeed, lovers
were rewarded with White Day presents. White Day is
celebrated on the 14th of March and is the occasion for
girls and women to give back to the boys and men that
declared their love on Valentine’s Day.

PREMIUM
March 2014
INSIGHT
PREMIUM
INSIGHT
March 2014
EAST TO WEST
While some brands focus on one holiday , the jeweler Chow
Tai Fook gave its best shot and invited its fans to celebrate
both Valentine’s Day and the Qixi festival. The brand
launched two different digital campaigns. One respecting
the Easter tradition by offering Angry Birds necklaces that
represent the Chinese myth of lovers crossing over a bridge
of magpies.
Another by allowing Weibo fans to “Loudly Proclaim Your
Love” via a mini-site connected to the social platform on
the 14th of February.

© SAME SAME but different
The next study will be available in May 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

Premium Insight March 2014

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