The intense month of the Fashion Weeks has finished – Bloggers & models can take some holiday and I’ll go back to write about interesting digital campaigns of Fashion and Luxury brands! This week’s post talks about the 360º Christian Louboutin campaign for the launch of Tribaloubi.
This spring summer collection is composed by a series of sandals, heels, flat shoes, handbags and other leather goods inspired on the tribes iconography, whose aesthetic breaks with Louboutin general designs. Some Louboutin fans can love it or hate it, but from a media point of view, they did great!
Under the claim “Say hello to Tribaloubi“, the brand created a whole campaign where CRM, social media and digital marketing do a perfect cooperation in order to catch the consumer attention. Everything started with a launch party in London during Fashion Week and with an email newsletter to the brand subscribers – The press and Loubutin customers knew it, now it was the moment to impact the new ones. For that, the brand wrote several Facebook posts and tweets, which together with the influencers pictures of the party and the products, helped to amplify the collection awareness.
However, the reason of all the buzz on social media isn’t just the creativity of the collection. Louboutin has empowered Tribaloubi’s launch with a special action on their website: you can download and print tribal-themed finger puppets, and share your creations on social media for a chance to be featured by the brand.
The objective of the brand with this action has been to using social media to drive qualitative traffic to their website, a place where the user can be totally engaged by the site content. Christian Louboutin has a magnificent brand image, and thanks to that, they didn’t need to spend a huge budget on paid media. Instead, they created a super cool and original action, and let it go viral on social media.
In my opinion, Louboutin is following a great strategy to position themselves as a funnier and younger brand, changing the idea of Louboutin as shoes for “Femmes Fatales”. One important benefit that this kind of action brings, is that it enables today’s aspirational consumer (those who can’t afford the product) to also get recognition from the brand, and so in a future, turn this younger generations into customers.
Spring Summer 2015 Ad campaing
To conclude, I underline the importance for Luxury Brands of connecting with their targets, and Louboutin has here betted for a younger and trendier one. Have they chosen the right strategy?