The document outlines the March 2015 edition of 'Premium Insight,' highlighting the digital activities and innovative marketing strategies of luxury brands including Porsche, Veuve Clicquot, Neiman Marcus, and Van Cleef & Arpels. It covers various case studies, digital news, and social media innovations that reflect brand engagement and consumer interaction, particularly in the context of Chinese New Year. Additionally, it notes trends in the digital landscape and how brands are adapting to enhance consumer experiences online and in-store.

1. PREMIUM
March 2015
INSIGHT

2. PREMIUM INSIGHT
PREMIUM
INSIGHT March 2015
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

3. March 2015
PREMIUM
INSIGHT
AGENDA
I. DIGITAL NEWS
II. BRAND ZONES
III. CASE: VAN CLEEF & ARPELS, SPARKLES OF LUCK
IV: FOCUS SOCIAL MEDIA INNOVATION
BEYOND THE GREAT WALL: CHINESE NEW YEAR 2015

4. DIGITAL NEWS

5. March 2015
PREMIUM
INSIGHT
NEWS BRAND ZONES CASE FOCUS
PORSCHE
Abracadaporsche!
To celebrate the launch of its brand new Macan, Porsche installed
a very special mirror in ”Westfield Century City Mall ”’ parking lot in
Los Angeles, California. The idea behind this operation: ” Everybody
deserves to drive a Porsche. ” This is why drivers that came by the
mirror did not see their own car in the reflection but a shiny new
Porsche Macan! ”
In addition to the offline operation, a website dedicated to the new
car was created where visitors had the opportunity to discover
content about the Macan and post their own experience linked to the
vehicule.
Our opinion: such a campaign couldn’t have been led by any
brand. Porsche has managed throughout the years, to install an
iconic image all around the world. This fun, innovative and creative
operation was a great success.
> The video
> The website

6. March 2015
PREMIUM
INSIGHT
NEWS BRAND ZONES CASE FOCUS
VEUVE CLICQUOT
Please leave a message
At the beginning of December, Veuve Clicquot launched an
illimited edition of wines called ”Clicquot Mail“ illustrated by three
packagings: the chic pochette, the US mailbox and the classic
envelope. To communicate around it, the Maison imagined a digital
campaign, ”The Messagerie Clicquot“ in reference to the passion
of Madame Clicquot that only adressed letters to her clients and
suppliers. The ephemeral messaging system was available online
the 12th, 13th and 14th of December. In parallel, the Maison
organized a special event organized around three places:
• An exhibition retracing Veuve Clicquot’s history and presenting
Madame Clicquot’s letters.
• A pop-up store decorated as a post office with the Maison’s
products, the new unlimited edition and an exclusive customization
and expedition service for Christmas.
• The Veuve Clicquot bar offering a tasting of the wines.
Our opinion: a very complete and well led O2O operation that
allowed its participants to fully immerse in the brand’s world. Every
piece of the campaign made sense and added, in its own way, quality
to the experience.
> The website

7. March 2015
PREMIUM
INSIGHT
NEWS BRAND ZONES CASE FOCUS
NEIMAN MARCUS
Mirror Mirror who’s the fairest at Neiman Marcus?
Neiman Marcus launches a digital mirror to ease its clients’
purchase decision. The Memory Mirror records a 360° video of the
clients wearing an outfit on different angles. Once they finish their
try-ons, they can select them, view two looks side by side and share
them via email or to themselves.
Neiman Marcus expects to increase its sales as their clients should
make faster decision as they will get their friends or family feedback.
Our opinion: Always keep things simple and provide enough benefit.
When it comes to any new technology it takes time for the consumer
to engage. And hopefully they will share their experience on their
networks and truly creating buzz. Besides, Neiman Marcus is
creating a new in-store experience, creating a bridge between the
store and online.
> The video

8. March 2015
PREMIUM
INSIGHT
NEWS BRAND ZONES CASE FOCUS
TOPSHOP
Topshop launches a live advertising campaign during
Fashion week
Topshop showcases fashion trends via Twitter-fueled digital outdoor
screens in real-time. Each trend showed up during the runway had
a hashtag created and displayed on the billboard prompting fans to
tweet @Topshop to receive a curated list according to the trend. The
selection was also made according to the weather of the day.
Our opinion: The Bristish retailer demonstrates how Social Media is
a an integral part of retailers’ marketing strategy as Twitter is one
element of their digital ecosystem. Topshop confirms how connected
they are to the trends and their clients’ information consumption
habits.
> The video

9. March 2015
PREMIUM
INSIGHT
NEWS BRAND ZONES CASE FOCUS
HENNESSY
Hennessy celebrates 250 years with a special blend
The French Maison is available in 5 continents and more than
130 markets. Pursuing its role ” crafting the future since 1765 ”,
Hennessy Cognac has launched the century time capsule Time
Barrel to celebrate its 250th anniversary. The digital page upholds
Hennessy’ legacy of transmission as it encourages the enthusiasts
to leave messages for the future generations just like the Maison
stores eaux-de vie over the years. Messages from around the world
will be sharable via Facebook, Twitter, Pinterest and email.
Our opinion: The digital installation is part of a whole campaign
throughout the year, celebrities involvement, recipes and this
extensive social media integration. Time Barrel immerse the users
into the Maison’s history and heritage but most of all into its ability
to be innovative with style.
> The website

10. BRAND ZONES

11. PREMIUM
INSIGHT March 2015
NEWS BRAND ZONES CASE FOCUS
BERLUTI
Tumblr
> The Tumblr

12. PREMIUM
INSIGHT March 2015
NEWS BRAND ZONES CASE FOCUS
YVES SAINT LAURENT
Deezer App
> The App

13. PREMIUM
INSIGHT March 2015
NEWS BRAND ZONES CASE FOCUS
STELLA MCCARTNEY
Tumblr
Le monde de Stella McCartney
> The Tumblr

14. PREMIUM
INSIGHT March 2015
NEWS BRAND ZONES CASE FOCUS
LOUIS VUITTON
Instagram takeover by Kim Jones
> Instagram

15. CASE: Van Cleef & Arpels, Sparkles of Luck

16. PREMIUM
INSIGHT March 2015
NEWS BRAND ZONES CASE FOCUS
VAN CLEEF & ARPELS
Sparkles of Luck
After Days of Luck and 8 Seconds of Luck, Van Cleef & Arpels
decided to add another chapter to its luck sequel, a value deer to
the Maison deeply rooted in its history. This time, the operation
was dedicated to its new watchmaking collection, inspired by the
stars and poetic astronomy. Thus, was created a special interactive
website, right in time to celebrate the New Year, where users can
send their wishes in the stars.
Later on, Van Cleef & Arpels adapted its operation to Chinese
specificities, by adding touches of red for the Year of the Goat.
> Days of Luck
> 8 seconds of Luck
> Sparkles of Luck

17. PREMIUM
INSIGHT March 2015
NEWS BRAND ZONES CASE FOCUS
VAN CLEEF & ARPELS
A poetic astronomy experience
The experience, available on mobile, tablet and desktop, invited every
user to send wishes in the stars and share them on social media or by
e-mailtotheirfriendsandfamily.Thewebsitealsodisplayedbeautifully
the Maison’s five watchmaking collections of poetic complications:
Heures Filantes, Midnight constellations, Zodial, Midnigh Planetarium
and Midnight Nuit.
> The experience

18. PREMIUM
INSIGHT March 2015
NEWS BRAND ZONES CASE FOCUS
VAN CLEEF & ARPELS
Sending wishes in the stars
The experience was essentially viral, inviting everyone to share their
wish via Facebook, Twitter, Google+ or e-mail. To do so, the user had
to follow a very simple and ludic process:
1- Create a wish - send wishes in the stars to your loved ones
2-ChooseaskyinspiredbythePoeticAstronomywatches(Planetarium,
Constellations, Midnight Nuit, Heures Filantes or Zodiac)
3- Click to draw your shooting star’s direction
4- Write your wish
5- Preview your wish
6- Send your wish - on Facebook, Twitter, Google+ or e-mail or skip
and explore the collections
The lucky receivers had then the opportunity to discover their wished
on the website, create their own and share the experience.
> The video

19. PREMIUM
INSIGHT March 2015
NEWS BRAND ZONES CASE FOCUS
VAN CLEEF & ARPELS, SPARKLES OF LUCK
A unique and never-seen-before experience that allowed each user
to dive into one of the Maison’s know-hows : watchmaking.
Van Cleef & Arpels proves its efficiency on targeting a more masculine clientele while appealing to women
by creating such a qualitative and ludic experience.
Most importantly, the real innovation here came from a more technical fact: the operation hosted on a website was
easily accessible since it did not involve downloading an application.
Indeed, brands have the habit of developping applications for qualitative experiences since they are usually less
restrictive in terms of technological and visual possibilities.
But the Maison managed to counter these restrictions. Both qualitative and seamless,
Sparkles of Luck was a fun and visually attractive experience to live.
Also, we must pay tribute to Van Cleef & Arpels’ smart move that consisted in adapting the experience to Chinese
specificites. We know how tradition plays a capital role in their daily lives and brand experiences.
This was definitely one sparkling operation!

20. FOCUS: Social Media Innovation

21. PREMIUM
INSIGHT March 2015
NEWS BRAND ZONES CASE FOCUS
SOCIAL MEDIA INNOVATION
This new year starting, social network systems aren’t
slacking on the job and are offering more and more
new functionalities on their platforms, bringing them
closer and closer to their users. From Twitter that
acquired Niche last month for about 30 million dollars
to Pinterest that collaborated with Apple and Instagram
whose functionnalities keep getting better and better,
social media are showing us that they aren’t taking their
success for granted!

22. PREMIUM
INSIGHT March 2015
NEWS BRAND ZONES CASE FOCUS
SOCIAL MEDIA INNOVATION
TWITTER x NICHE
At the beginning of the month of February Twitter aquired Niche, a social media
talent agency for the modest sum of 30 million dollars, the rumor says.
Niche is a start-up founded in 2013 that manages more than 7,000 social media
celebrities and puts them in contact with brands. Up till now it has worked with
SNS platforms such as Facebook, Instagram and Tumblr although it specialized
in Vine (owned by Twitter). Here are three crucial facts that explain what this
acquisition is going to do for Twitter and brands:
• Twitter will have the hand on its rivals - social media celebrities usually have
communities in various platforms, meaning that Twitter can have an influence
on its social media stars’ activity on Facebook, Instagram and Snapchat.
• Twitter will increase its media power - brand ads on the platform can be
directly created on Twitter with the celebrities’ content.
• Twitter will take advantage of its celebrities’ creativity, productivity and reach
- Niche allows the SNS to monetize the many collaborations between brands
and bloggers that generated expensive transactions and that were up till now
out of Twitter’s hand.
And Twitter is not the only one keeping an eye on its talents. Many other
platforms have their own ”Niche“: Pinterest has HelloSociety, Youtube invested
millions in creator shows and Tumblr announced that it was going to start deals
between brands and its most popular users eminently.
> Twitter
> Niche

23. PREMIUM
INSIGHT March 2015
NEWS BRAND ZONES CASE FOCUS
SOCIAL MEDIA INNOVATION
PINTEREST x APPLE APPS
At the beginning of the month of February, Pinterest announced a special
collaboration with Apple. Indeed, the SNS and the iconic brand are developping
a new product aimed at facilitating the pick and download of the 1.2 million
applications available on the Apple App Store. The product is called App pins and
will allow user to pin apps directly onto their boards. These applications will be
directly downaloadable directly on the platform.
We can notice Pinterest’s desire to facilitate its searching technology - first with
its new ”Guided Search“ and now with this collaboration - something that is so
important for a platform that has such a potential in e-commerce.
This collaboration is definitely a good news for brands that will have better
exposition for their applications.
> Pinterest

24. PREMIUM
INSIGHT March 2015
NEWS BRAND ZONES CASE FOCUS
SOCIAL MEDIA INNOVATION
SNAPCHAT x DISCOVER
A few weeks ago, Snapchat introduced Discover, a new zone on the application
dedicated to brand content. It allows users to access different types of content,
video, photography and text from the Snapchat team and 11 brands. These
contents are renewed every 24 hours. This new product is a revolution in the
advertising world where users can have a look at campaigns and brand content
without them being intrusive. And the most surprising part is that it works!
Because of the originality of the content posted, because users are free to
consult it or not and because of the curiosity triggored by the graphic design
of the page that doesn’t unveil the ads unless they are clicked on, Discover has
become a real success and a new way for brands to address their fans.
> Snapchat

25. PREMIUM
INSIGHT March 2015
NEWS BRAND ZONES CASE FOCUS
SOCIAL MEDIA INNOVATION
INSTAGRAM x VIDEO LOOPS
After the introduction of 15-second videos on its platform, Instagram has now
offered a new specificity strongly inspired by Vine: the videos on the platform
now loop, enabling the content to repeat over and over. This new functionnality
will benefit to brands, assuring their content to be seen by Instagram’s 300
million monthly users. It also brings the opportunity for the platform to host
more qualitative and creative content such as Vine’s videos who often look like
magic tricks and that are always very fun and interesting to watch.
> Instagram

26. BEYOND THE GREAT WALL: Chinese New Year 2015

27. PREMIUM
March 2015
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PREMIUM
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BEYOND THE GREAT WALL
March 2015
CHINESE NEW YEAR 2015
The digital trends of the New Year
After the Christmas shopping excitement, Luxury
compagnies are gearing up for China’s most gift-giving
holiday: the New Year. More than ever, all Maisons got ready
towelcometheexpectednumerousChinesetravelers,some
brands were inspired by the animal of the year, launching
special edition items with more or less success. But as
the goat isn’t related to many luxury brands’ heritage and
doesn’t have the magnificence of the horse, Red color was
the easiest way to tap into Chinese New Year traditions.

28. PREMIUM
March 2015
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PREMIUM
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BEYOND THE GREAT WALL
March 2015
CHINESE NEW YEAR 2015
Red is the new black
Red envelops or hongbao, are filled with money and are
traditionnally given as gifts to wish prosperity for the year.
Last year, Coach or Bentley sponsored contests on Wechat.
As the animal of the year couldn’t inspire everyone like a
heritage of the brand, unless you are a cashmere House,
Red became the new black of Fashion editorials, advertising
or social media campaigns. Reebok decided to do both,
launching red Reebok Ventilator as well as Pump Fury with
a cartoon lamb lining.
> The presentation video

29. PREMIUM
March 2015
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PREMIUM
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BEYOND THE GREAT WALL
March 2015
CHINESE NEW YEAR 2015
The most dynamic shopping abroad holiday
for Chinese traveler
Last year, Chinese shoppers spent around 380 billion yuan
($61.13 billion) on luxury products worldwide. They like
to spend far more on luxury brands abroad than at home
due to greater variety, lower prices and favorable foreign
exchange rates. Besides Travel Chinese shoppers tend to
overindulge spending abroad as their demand for luxury-
goods is pent-up at home. As a result many boutiques and
shopping centers or luxury hotelier in New York, Paris,
Milan or Madrid displayed special decorations, events and
promotions to celebrate Chinese travellers and welcome
the animal of the Year.
> Premium Insight Global shopper

30. PREMIUM
March 2015
INSIGHT
PREMIUM
INSIGHT
BEYOND THE GREAT WALL
March 2015
CHINESE NEW YEAR 2015
SHAKE SHAKE SHAKE
ChinesestateTVandWechattwistedtheChineseNewYear’s
Eve show by giving away RMB 500 million (€70 million) in
cash to the viewers via the shake functionality.
WeChat said it received 11 billion shakes during the show,
with a peak at 10:34 pm, with 810 million shakes per minute
and 120 million red envelopes being sent out (total 1 billion).
More importantly, 700 million Chinese now know that
whenever they see a shake icon, they have to open Bluetooth
on their smartphone.
That’s exactly what iBeacon technology has been waiting
for to become widely used.

31. © SAME SAME but different
The next study will be available in May 2015
samesameparis.com
samesamechina.com
samesamehk.com
samesameusa.com
Michel Campan - mcampan@samesameparis.com
Romain Pomel - romain.pomel@samesameparis.com
Victor Yang - victor@samesamechina.com
Julien Gaubert-Molina - jgaubertmolina@samesamehk.com
Emmanuel Duran Campana - emmanuel@samesameusa.com