Case #2: Louis Vuitton / #LVExperience

 

Main Ingredients:

Paris + Louis Vuitton + Cup of Couple +Kate Loves Me + Amlul + Lovely Pepa + #LVEXPERIENCE

 

Recipe:

 

Direction

Honour handcraft & increase perception of quality

Create a lifestyle around the brand

 

Mass

Louis Vuitton does many projects to introduce us to their history and brand values. This #LVExperience in Asnieres is one of them where we get to see the Maison de Famille thanks to a team of influential bloggers. We discover the house where Louis Vuitton lived, the history of the brand and how it was born, the craftmanship behind all the trunks, etc. I believe the project was for the Spanish audience as all the bloggers included in this project are Spanish.

There was a dedicated hashtag, #LVExperience, to keep all the tweets and instagrammed pictures under one topic so that it was easier for us, the consumer, to see the experience from three different points of views.

 

Velocity

The three bloggers who took part in this project were: Pelayo Diaz from Kate Loves Me with 32k followers, Gala Gonzalez from Amlul with 78k followers, Cup of Couple with 5k followers  and Alexandra from Lovely Pepa with 21k followers on Twitter.

They all instagrammed and tweeted their experience live, using the tag #LVExperience.

Following the experience, they all blogged about their visit to the Maison de Famille. (You can read these here, here, here and here.) The guys behind Cup of Couple even created a video of their experience which is fun to watch.

 

This is not the first time LV is doing such a project. I think there is a greater global strategy behind this as they had done quite the same project in Italy last year with Chiara Ferragni from The Blonde Salad, Veronica Ferraro from The Fashion Fruit, Leonardo Iuffrida & Alessandro Mancarella from The Real Nob and Alessandro Airo from Little Snob Thing. The brand is good at localizing their global strategy and using local influencers to increase the impact.

 

Case #1: Topshop / Winter Wonderland

Main Ingredients:

Kate Bosworth + The Fabulous Baker Boys + Michael Polish + Christmas + Topshop + Exclusive Track on Itunes + #whosthatgirl + Exclusive Teasers + Personalized Messages from Kate Bosworth to Different Bloggers & Magazines

Recipe:

Direction

Increase brand recognition and awareness during holiday season

 

Mass

Topshop teamed up with the director Michael Polish to create a Christmas video starring the American actress Kate Bosworth. The video was inspired by a scene with Michelle Pfeiffer in 'The Fabulous Baker Boys' by Steve Kloves. Kate Bosworth, in a red glittery dress, was singing a song for Christmas which then became avaiable for download on iTunes.

Velocity

Two weeks prior to the launch of the project 'Winter Wonderland', bloggers like Chiara Ferragni from

The Blonde Salad & Denni Elias from The Chicmuse started teasing their followers on Twitter. They

tweeted a short video asking their followers to guess the starring celebrity. The dedicated hashtag to the project was '#whosthatgirl'. This was the initial phase that created an attention around the project.

 

After the launch, we saw that the celebrity was the American actress, Kate Bosworth who has more than 50k followers on Twitter. She went on to promote this video on her own Twitter account. This was positive for the virality of Topshop's video. You can check Jeff Bullas' discussion about how tweets of tastemakers help videos go viral here.

As the video was inspired by 'The Fabulous Baker Boys', there was a story behind 'Winter Wonderland' of Topshop. This detail about the project's inspiration was picked up by many pubblications like LA Times, Daily Mail, Hollywood Reporter, etc.

What I really appreciated about this campaign was the exclusive content Topshop provided the bloggers and digital magazines with. It was not just a matter of 'here's a short movie starring a celebrity, tease your followers then post it' but a case of 'let's collaborate so that I can ask Kate to create a personalized message for your followers'. There are many different videos of Kate Bosworth, always with the same message yet addressing to different bloggers like Chicmuse, Style Scrapbook, The Blonde Salad or magazines like The Independent, Glamour, ID, ELLE...

The full video reached more than 1 million views in less than 2 weeks.