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.

 

Calculating The Digital Momentum

Momentum, in classical mechanics, is the product of the mass and the velocity of an object. It's a vector quantity, which means that it possesses a direction and a magnitude. It shows us the impact of an object.

So let's say that there's a car moving at 90 km per hour and another car that is exactly the same model yet that moves at 110 km per hour. Now the impact of the latter will be greater with respect to the first one as their mass is the same yet the second one has a higher speed. It'll take it more time and energy to get to that speed and more time and energy to get back to zero from there.

What can this mean in digital marketing?

Think of the mass as the content of the project. A project is like a gift box that you give to the CEO. What does the CEO see once he unwraps the box?

- Celebrity: The project might have a celebrity as its testimonial.
- Innovation: There might an innovative detail in the project, or the project itself might be a great invention. Think of all the augmented reality projects on social media networks when it was first introduced to the online users.
- Message: You might or might not want to give a message with your project.
- Story: Are you telling a particular story to your end customer?
- Inspiration: What's the inspiration behind this project? What triggered your immagination?
- Price Point: If your project's tied to a product, it might have a price tag. If it's tied to social responsibility projects, it might be a volunteer project.
- Etc.

So in the end, the content of the box depends on your project. It's the MASS. It's what makes up the whole thing.

What's VELOCITY then? It's the rate of change of the position of an object - and in our case, of a project. How do we launch our project to the public eye? Does it become viral? Do a lot of people talk about it? Does it trigger the WOM process? Is the feedback positive or negative?

We have to look at the promotion process to understand the velocity of a project. The velocity of a digital project might be effected by one or all of the following:

- PR Strategy: What's your PR strategy? Are you running any editorials? Is any magazine getting an exclusive on this project? Which countries are your top priority?
- Blogger Outreach: Are bloggers involved in this project? Which ones did you pick? What is their reach? Is their follower base in line with your target audience?
- Social Media Network Support: Are you backing your project up with a social media network support? How are you promoting it on FB, Twitter, Pinterest, Google+, Tumblr, etc.?
- Offline Advertising: Billboards? Are we going to see some advertising on print magazines? Any spot on TV?
- Online Advertising: Will Youtube run a teaser on its homepage? Are you investing in FB ads? Which websites will be showing your banners?
- SEO: How good is your SEO?
- Etc.

The DIRECTION, on the other hand, can be seen as the objective of a project. Where is it going? What is its aim?

After we know the mass and the velocity of a project, we can calculate the expected digital impact. I'll be looking at some interesting cases in luxury and fashion segment to come up with practical recipes to create digital projects with big & positive impacts.