Gucci Bloom 360 consumer activation|海报/平面|广告营销案例【ADGuider广告指南】

古驰布鲁姆 360 消费者激活

案例简介：简介: 在亚历山德罗 · 米歇尔的指导下，古驰最近成为世界第二大奢侈品品牌，营业额达 60 亿，同比增长约 45%。 o。 y; 同样在香水方面，古驰也有发展势头，是 2018年增长最快的奢侈品牌，仅次于古驰布鲁姆 (每年营业额 800 欧元)这在美国、中国和海洋以及法国都非常成功。; 在 2017 夏天，古驰 · 布鲁姆推出了: 一场真实性和自由的花卉庆典，与真正的女性、正宗的品味师、兼收并蓄的千禧一代交谈。; 为了在一个过于拥挤的花卉区段中脱颖而出,我们知道我们必须通过创新的数字传播策略 -- # InBloom，让消费者全年都参与进来。; 为了取得成功，我们还必须克服普遍存在的试验障碍，包括消费者认为奢侈品牌是 “人为的、冷漠的 & 过于抛光的”。; 策略; 我们知道今天的女人珍视经验而不是财产，并寻找真实的故事而不是品牌。所以，我们决定通过与三个兼收并蓄、时髦、勇敢和真实的女性一起带头发起我们的运动来庆祝这些女性，她们是 # InBloom 和她们的顶级选手。; 这场运动的特色是纽约艺术家/策展人佩特拉 · 柯林斯的朋友 -- 一个真正的一次性，世界上第一个变性模特哈里 · 内夫,女演员和美国 50 大最有影响力的社交媒体影响者之一，最后是亚历山德罗 · 米歇尔自己的缪斯女神，一个盛开的女演员达科塔 · 约翰逊。; 我们的战略是利用亚历山德罗 · 米歇尔参与新香水的工艺，他是如何带着激情将古驰进化成美的。我们利用梅特雷香水师阿尔贝托 · 莫里拉斯作为亚历山德罗的嗅觉世界的声音。我们通过三个人才引入了新的兼收并蓄、有创意、正宗的古驰女性，体现了当代的自我表达。; 相关性; 古驰 · 布鲁姆是在亚历山德罗 · 米歇尔创意方向下推出的第1 款香水。有了 “布鲁姆”，他想把自己的视觉带入美，并受到了意想不到的城市花园盛开的想法的启发; 这次发射被 # InBloom 活动放大了，它见证了时代广场被改造成一个华丽的城市花园。; 这个概念在全球范围内被放大，有许多弹出式商店和前所未有的户外处决 (艺术墙-米兰，巴黎,纽约-地铁收购;-上海、巴黎)，为顶级旗舰窗户量身定制设计解决方案 (哈罗德百货、拉里纳斯森特、萨克斯纽约 HSQ)。; # InBloom 活动获得了菲菲奖，获得香水市场最佳 360 营销经验。; 结果; 总的来说，该活动提供了 1.8 的内容浏览量和 40 亿全球媒体印象。古奇脸谱网镜头活动提供了 5.7 次点击和 180万次内容浏览。一个专门创建的国家 Snapchat 过滤器收到了超过 300,000 次约会。; 全球最大的弹出式广告，在韦斯特菲尔德 Oculus (在 450 个国家韦斯特菲尔德地区拥有 325 个媒体屏幕)，在短短 7 天内就吸引了 260万人，产生了 32m 的印象。我们的数字影响者吸引了超过 10m 的印象。; 布鲁姆已经产生了超过十亿的全国印刷/数字印象，并成为众多奖项和荣誉的主题，包括 “oprah 最喜欢的东西” 、 “Refinery29” 、 “魅力之美” 、Elle 美人奖等等。; 这项活动的成功不仅使布鲁姆稳居全球十大最畅销香水之列, 但帮助重振了整个香水类别 -- 在消费者对奢侈品牌不寻常的触摸变得厌倦的时候。; 执行; 我们采取了多渠道的方法，包括店内收购、户外、弹出窗口、公关、影响者营销和社交媒体 -- 我们通过 Instagram 吸引观众，通过 Facebook/YouTube/Pinterest 创造参与，并通过电子商务推动购买。; 弥合线上和线下的差距，我们在商店内外创造了城市盛开的花园。; 我们还创建了一个数字工具箱，由我们的 3 天赋 # InBloom 策划了 20 多个小时的幕后镜头和内容。古驰被 Facebook 选为五个品牌之一，在古驰 · 布鲁姆背后试点 “脸谱镜头”。; 我们的发布前新闻发布会将现代艺术博物馆变成了一个令人难以置信的生命肯定的城市花园。我们进行了高调的发布活动，包括 # InBloom/Harper 的 Bazaar 时代广场照片拍摄 (在 22 个国家联合拍摄)，Bloom 破纪录的 1100 万美元周 (在梅西历史上),和其他收购，包括哈罗德。; 全年的古驰 · 布鲁姆活动在其范围内是真正的 360 -- 通过全球无数的接触点接触消费者。; 活动描述; 首次推出由 Alessandro Michele 和香水大师 Alberto Morillas 开发的第一款香水: 一款旨在庆祝女性真实性、活力和多样性的香水 -- 在自然环境中蓬勃发展,富有表现力和个性的方式。; 古驰 · 布鲁姆像它的名字一样被创造出来，捕捉到一个充满鲜花的欣欣向荣花园的浓郁气味。晚香玉和茉莉与 Ran 结合Goon Creeper -- 在印度南部发现的一种独特的花，它第一次被用于香水厂，以创造一种丰富的气味，将佩戴者运送到一个想象中的花园。; 这种气味出现在一个漆制的瓶子里，让人想起瓷器，在一个带有古驰标签贴花的老式粉末粉色色调中。# InBloom; 古驰 · 布鲁姆对真实性和自由的庆祝被一个梦幻般的世界所描绘。在格伦 · 卢奇福德执导的竞选活动中，达科塔 · 约翰逊、哈里 · 内夫和佩特拉 · 柯林斯展示了他们之间的特殊联系。

古驰布鲁姆 360 消费者激活

案例简介：Synopsis;Under Alessandro Michele direction, Gucci recently became the second largest luxury brand in the world, with a 6 Billions turnover and growing about 45% y.o.y.;Also in fragrances, Gucci is having a momentum, being the fastest growing luxury brand in 2018, behind the launch of Gucci Bloom (€800m annual turnover) which was extremely successful in the US, China and SEA, as well as in France.;In Summer 2017, Gucci Bloom was launched: a floral celebration of authenticity and freedom, talking to real women, authentic tastemakers, eclectic millennials.;To stand out in an overly crowded floral segment, we knew we had to keep consumers engaged throughout the whole year, through an innovative digital communication strategy - #InBloom.;To succeed we also had to overcome prevailing barriers to trial, including consumer sentiment that luxury brands were ‘artificial, cold & too polished’.;Strategy;We knew today’s woman prizes experience over possessions, and seeks out authentic stories over branding. So, we decided to celebrate these women by spearheading our campaign with three eclectic, sassy, courageous and authentic women, who were #InBloom and at the top of their game.;The campaign features friends of the house NY artist/ curator Petra Collins - a true one-off, Hari Nef, the world’s first transgender model, actress and one of the US’s Top 50 most influential social media influencers, and finally Alessandro Michele’s very own muse, a blooming actress Dakota Johnson.;Our strategy capitalized on Alessandro Michele’s involvement in the craftsmanship of the new fragrance, how he brought with passion the Gucci evolution into beauty. We leveraged Maitre Perfumer Alberto Morillas as voice of Alessandro’s olfactive universe. We introduced the new eclectic, creative, authentic Gucci woman through three talents, embodying contemporary self-expression.;Relevancy;Gucci Bloom was the 1st fragrance launched under Alessandro Michele creative direction. With “Bloom”, he wanted to bring his vision into Beauty and was inspired by the idea of unexpected blooming urban gardens;The launch was amplified by #InBloom campaign which saw Times Square being transformed into a gorgeous urban garden.;This concept was amplified globally with numerous pop up stores & unprecedented OOH executions (Art-walls-Milan, Paris, NYC- metro takeovers;-Shanghai, Paris), tailored design solutions for the Top Flagship windows (Harrods, LaRinascente, Saks NY HSQ).;The #InBloom campaign won the Fifi Award for the best 360 marketing experience in Fragrances.;Outcome;Overall the campaign delivered 1.8m content views and 4bn global media impressions. The Gucci Facebook Lenses campaign delivered 5.7m clicks and 1.8million content views. And a specially created national Snapchat filter received over 300,000 engagements.;The largest global pop-up, at Westfield Oculus (with 450 media screens across 325 national Westfield locations) reached 2.6 million people in just 7 days, generating 32m impressions. Our digital influencers attracted over 10m impressions.;Bloom has generated over a billion national print/digital impressions and has been the subject of numerous awards and accolades including ‘Oprah’s Favourite Things’, Refinery29, the Allure Best of Beauty, Elle Beauty Award among others.;The campaign’s success not only put Bloom firmly in the list of Top 10 most sold fragrances globally, but helped reinvigorate the entire fragrance category - at a time when consumers were becoming jaded with Luxury brands’ uncommon touch.;Execution;We took a multi-channel approach including in-store takeovers, OOH, pop-ups, PR, influencer marketing and social media – where we attracted audiences through Instagram, created engagement through Facebook/YouTube/ Pinterest and drove purchase through e-commerce.;Bridging the gap between online and offline, we created urban blooming gardens inside and outside the store.;We also created a digital toolbox with 20+ hours of behind-the-scenes footage and content curated by our 3 talents #InBloom. Gucci was selected by Facebook as one of the 5 brands to pilot the “Facebook Lenses” behind Gucci Bloom.;Our pre-launch press party transformed MoMA into an incredibly life-affirming urban garden. We ran high profile launch events including #InBloom/Harper’s Bazaar Times Square photo shoot (syndicated in 22 countries), Bloom’s $11m record-breaking week (in Macy’s history), and other takeovers including Harrods.;The year-round Gucci Bloom campaign was truly 360 in its scope - reaching consumers through myriad touch points globally.;Campaign Description;Debuting the first fragrance developed by Alessandro Michele and Master Perfumer Alberto Morillas: a scent designed to celebrate authenticity, vitality and diversity of women—flourishing in a natural, expressive and individual way.;Gucci Bloom is created to unfold like its name, capturing the rich scent of a thriving garden filled with an abundance of flowers. Tuberose and jasmine combine with Rangoon Creeper—a unique flower discovered in South India that is being used for the first time in perfumery to create a rich scent that transports the wearer to an imaginary garden.;The scent is presented in a lacquered bottle, reminiscent of porcelain, in a vintage powder pink shade with a Gucci label appliqué. #InBloom;Gucci Bloom celebration of authenticity and freedom is depicted by a dreamlike world. For the campaign directed by Glen Luchford, testimonials Dakota Johnson, Hari Nef and Petra Collins show their special bond with each other.