For our annual review of brand blogs, this year, we’ve expanded past fashion to include our favorite luxury and home interior and design blogs. We hope you enjoy the list.
Hermès Paris Mon Ami
For a luxury brand attempting to make the most of digital, I don’t think anyone gives Hermès enough credit. Since 2010, the brand that has said it will never give way to “masstige” has been applying that principle to its online marketing, leveraging video, street style photography, emerging online fashion influencers and customer content.
3.1 Phillip Lim has launched ‘Agent 3.1,’ a new mobile application using image recognition technology to coincide with the launch of ‘Kill The Night,’ the brand’s Fall 2012 Comic Book, their first graphic novel.
Agent 3.1 leverages branded entertainment for engagement
The goal of the Kill The Night campaign is to connect users to the printed world with its digital world, a marketing trend most recently in my piece on the consumer experience economy. In the case of ‘Kill The Night’, everyone who has a printed copy of the comic book (sign up online to get one) can download the app and use their mobile camera as a magnifying glass over the pages to lead to locked content, our online shop, and special competitions (which the brand debuted with Refinery29 for Fashion’s Night Out). The application is available as a free download on iTunes and Google Play.
How to use it:
- Use the camera within the app to rollover AGENT 3.1 enabled printed 3.1 Phillip Lim materials.
- AGENT 3.1 recognizes the things in print and links you to a corresponding mobile page.
- You can gain additional access to exclusive content, secret items, product knowledge, designer inspiration, behind the scenes access, shopping looks and links to special offers
- You can also share it via Facebook and Twitter and join the online discussion.
- Tweet, pin, post or share your favorite content with the hashtag #KillTheNight in order to win a $3,000 shopping spree.
The mobile app was created in collaboration with King & Partners using Mobile Acuity’s patented image recognition technology. We have created a mobile visual search application that bridges the gap
between offline and online media by linking printed material and objects to digital content, social media, e-commerce and marketing activity.
“Our technology helps 3.1 Phillip Lim truly bridge the gap between the offline and online worlds and, in particular, to link this with content, social media and commerce. The Agent 3.1 enables Phillip Lim’s Clients to read the magazine then quickly and easily access hidden content and features, share this with their friends and be able to purchase the products – straight from the pages of the printed comic book on impulse. The application is completely Phillip Lim branded and eliminates the need for any ugly visual cues, such as QR codes” said Mark Noë, CEO of Mobile Acuity.
A spokesperson for 3.1 Phillip Lim shared inspiration behind the program:
MW: When it came to all your choices for branded content, why did you choose a graphic novel? What this a medium that you thought would provide deeper engagement with and hold the attention of current or would be customers?
PL: It was purely based on the inspiration for the Fall 2012 season – Phillip was inspired by superhero’s and neo-noir comic book heroines living all around us – the comic book seemed like a fun and inclusive way to explore this concept further, enabling us to showcase the product in an innovative way.
MW: Are there plans to continue graphic novels as a content medium?
PL: There are no plans for a second installment at this stage – however ‘Agent 3.1’ the app will certainly feature in future campaigns and initiatives – we are really excited about its applications in the future. The Possibilities are really changing the way we can look at overall communications and engagement.
MW: Can you share an insights to date? Mobile downloads? Social shares of content to social networks?
PL: We have had over 1000 downloads of the app and the number of shares of content on social media networks really surpassed our expectations – it has really been a lesson in the benefits of engagement and keeping your followers excited about what you are providing them
You can view Kill The Night directly online here: Kill The Night. You can follow them on Twitter: @31philliplim or on Instagram: @31philliplim.
ALDO Group partners with social platform BumeBox to create interactive content site for consumers to celebrate its 40th anniversary
ALDO Group, one of the leading fashion shoe retailers in the world, is celebrating its 40th anniversary this year. To continue its innovative use of social technologies, ALDO has now leveraged BumeBox, a real-time digital experience platform, to socialize an immersive content hub for consumers, brand enthusiasts and fashion industry insiders.
As you learned in The Complete Guide To YouTube, in many cases, while viral is good because of its reach, not every brand wants to incorporate elements of viral videos into their brand message. An effective, well-executed video strategy does not need to reach a million people or more to be considered successful, it simply needs to reach its target demographic and effectively communicate its brand message.
Dolce & Gabbana announces the launch of its new official YouTube channel.
Get ready for unlimited video inspiration from a premiere Italian fashion brand. The new official Dolce & Gabbana YouTube channel epitomizes the soul of the brand and entertains viewers with stunning cinematography and, most importantly, sublime fashion. The channel depicts the look and feel of the Dolce & Gabbana world with its sleek aesthetic in organic, beautiful environments.
kate spade new york partners with Fathom for city guides that offer travel recommendations for cities around the world.
What’s better than a really great travel blog? A really great travel blog with style. Now, in addition to Louis Vitton’s City Guides, kate spade new york has partnered with Fathom, a delightful, immaculately-curated travel guide, to launch its own city guides for New York, London, Los Angeles, Tokyo and Tahiti. As someone who’s traveled to three out of the five locales, the recommendations are impeccable.
NOWNESS launches Chinese version of content site
NOWNESS.com has launched a Chinese-language version of its unique editorial platform, giving Chinese consumers and luxury enthusiasts a new way to experience high-end lifestyle and to engage with luxury brands online.
Last Saturday, fashion and digital industry leaders gathered at Woodbury University for Inside FMM’s Innovation Summit, a one-day symposium on digital trends critical to success in the fashion industry. This article is the first we will publish, but certainly not the last. The amount and quality of information shared by our talented speakers was astounding, and we thank them all.