As the holiday season draws closer, it is more important than ever for brands to stand out as the go-to buying destination. Here, marketing agency Cocoon looks at how some luxury players have innovated to succeed.
From interactive window displays and social gifting guides, to playful and engaging festive films, luxury brands are pulling out all of the stops this Christmas. Campaigns that engage at a personal level, with emotional appeal are likely to be a success at this time of year.
After all, the experience of shopping for gifts should reflect personalisation and thoughtfulness. So which luxury brands are creating a lasting impression this festive season? Here’s a snapshot of five leading the way this month.
“ Luxury brands are pulling out all of the stops this Christmas ”
Social Gifting Guides
With an overwhelming number of Christmas gift guides out there, a number of luxury brands are leveraging social media to cut through the noise and help consumers navigate the path to the ideal present.
A brand doing just that is Farfetch. The global online retailer kicked off the gifting season by spreading Christmas joy on its Instagram account, with the launch of its #FarfetchCurates treasure hunt.
Each day, Farfetch posted a new image of an ideal gift item against a classic international scene. Shoppers then had to name the item and work out the city. The final step was to find the Farfetch boutique that carries that item and name it in the comment section.
Clues included a pair of Sophia Webster sandals hiding in a scene at the London Eye, available at Browns in London. This competition not only encouraged shoppers to search the Farfetch site, but also allowed consumers to show off their retail knowledge.
Farfetch has also given window shopping a new meaning this season, by allowing consumers to shop the window displays at more than 100 of its boutiques around the world. Leveraging QR codes, the shoppable window displays allow customers to shop the curated edits in gift guides, regardless of whether the store is open.
Burberry is also easing the gifting experience with the introduction of its Burberry Gifts finder campaign. Christmas shoppers in need of inspiration can tweet #BurberryGifts, and in return will receive a personalised festive gift suggestion.
Nothing tells a story like a good film, and a number brands have taken advantage of that this season to create engaging and fun content.
Cartier proves that diamonds are a girl’s best friend in its social film. In the film, we see British model and singer Karen Elson channelling Marilyn Monroe as she is surrounded by a bevy of suitors, evoking scenes from the film Gentlemen Prefer Blondes. The film’s soundtrack features Elson singing the 1949 song Diamonds are a Girl’s Best Friend.
Meanwhile, Mulberry has taken a humorous approach with its #MulberryMiracle campaign, which presents its own spin on the nativity scene. The tongue-in-cheek film shows a woman receiving a red Mulberry bag, followed by some unexpected visitors from shepherds and wise men, who wish to pay their respects to the glorious fashion accessory.
Experience Is Everything
Affluent individuals are increasingly craving innovative and immersive brand experiences, so luxury brands must rise to the challenge.
Canada Goose is doing just that. The outwear brand has joined forces with British department store, Harvey Nics, to transform the terrace of its Knightsbridge store into a luxury arctic-style cinema. Known in the entertainment industry as the “unofficial” jacket of film crews, Canada Goose parkas have been the must-have gear for film-sets anywhere it’s cold. The sensorial experience offers consumers an authentic escape to the roots of the brand, with Canada Goose jackets on hand for attendees to keep the cold at bay.
Canada Goose terrace campaign
Burberry’s recent collaboration with Google allows shoppers to jump into its latest Christmas campaign via an in-store initiative at its London Flagship on Regent Street. Consumers can cast themselves into the star studded video, including Sir Elton John, Naomi Campbell and James Corden. The personalised film can then be shared on Twitter, YouTube, or by email, providing a personal experience whilst encouraging shoppers to go instore.
And that’s what brands should be striving for; providing innovative and exciting ways to connect with consumers. Whether that’s through social campaigns, engaging films or experiences – the opportunities are huge and there for the taking.
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