Chanel Leads by Example
A front-runner among the luxury brands who jumped into the arena of YouTube marketing, Chanel not only found success but may have laid a blueprint for others too. Chanel placed an extensive focus on quality and relied heavily on their well-earned and established brand name.
Quality in Everything
Luxury brands are synonymous with quality. Chanel decided to emphasize that in more ways than one. Producing videos (YouTube was the primary platform for Chanel) that were of Emmy-Award winning quality and investing in the best staff to produce their material was part of that quality effort. It wasn’t quite two years ago when the head of one marketing team said this about Chanel’s YouTube video campaign –
“Chanel translates its luxury status on YouTube simply by making exquisite video content…”
Using Your Best Assets
When a company has a name like Chanel, it provides them with tools that can’t afford to go unused. Namely, their brand name. The name Chanel will establish familiarity for those who know them, elicit immediate trust from those who are customers and more. Although Chanel did splash a celebrity cameo appearance in a few videos, it was more a matter of simply stating…”We are Chanel.” For those who don’t have such a well-recognized and established name in the luxury brand market, some star power isn’t a bad idea…
Luxury brand trivia question: What do mainstream icons Madonna, Demi Moore and Halle Berry have in common? In this case the answer is Versace. This luxury brand stalwart used all three within the same year in 2005 to 2006 according to one story. Two points jump out at us about this fact, one; these stars were used for print ads. If star power worked in print then imagine its impact now with video technology. Two; that was over a decade ago and don’t we see stars all over the internet today too? This is a safe way for luxury brands to enter the YouTube marketing arena, using a method that has been tested and proven.
There is a new kind of star power today as well, known as influencer star power generally tied to social media campaigns. For those newer or lesser-known luxury brands, investigating using this type of star power could be worthwhile and prove effective.
Print, audio or video – content counts. It is actually considered a driving force in marketing on any level applied to any platform. What your video says matters.
“Today’s luxury brand buyers are increasingly more social…Recognizing that…luxury brands have carefully curated edgy and engaging content…”
That is how an article regarding luxury brands and social celebrities stated it. Luxury brands use content to reach, connect and relate to their audience. Video empowers a louder and more visual delivery method that promotes a connection between the consumer and the brand.