Hello readers! I’m just back from a long Ester’s holiday at the Mediterranean coast and it couldn’t be better. The weather was surprisingly warm for end March and everybody was at the beach. This means that I’ve tanned, drank and ate a lot of nice food, and so I didn’t have enough time left for blogging or tweeting any Fashion news.
Nevertheless, there is a topic I wanted to write about! I’ve studied advertising, and I perfectly remember how my creativity professor would tell me that every ad requires SEX, CHILDREN or PETS to get the consumer’s attention. The Fashion industry has made the most of “sex” and we have seen all the ways that it can be communicated – some ads were banned (like Dolce & Gabbana SS 2007 campaign), others were quite successful (like Tom Ford naked ads) and a few went viral (like Calvin Klein One 2014 video).
I’m very sorry to disappoint you, but today’s post goes about another of these topics 😉 And I would like to start with the question, what do you feel when you watch a video or an ad with a beautiful pet? We suddenly generate a positive image of the product/brand that is being advertised with the animal. Fashion Brands have realized about the power that these little animals have onto the Millennials, and so they are starting to use it as a very persuasive strategy.
HERMÉS & ITS LUMINAIRES KITTENS
The first example I want to show you is Hermés latest campaign for its lighting options. Lamps aren’t very attractive as a product, and so using beautiful cats will definitely help the click-through. The video was launched on its social media and drives traffic to the brand’s website.
The ad follows Hermés aesthetics and uses a very catchy element. These details will help the brand to generate awareness and to position their lighting products on the Luxury-Deco sector. However, there is something missing: The campaign starts and ends with the kitten’s video, but we don’t see any call to action. In fact, the animals aren’t famous, there is no e-commerce on their website and the consumer can’t interact with the ad.
In my opinion, this campaign is good if, using a right distribution, helps reaching a very premium target. However, the ad isn’t consumer engaging at all!
KARL LAGERFELD’S FANCY KAT, CHOUPETTE
With 58K followers on Instagram, Karl Lagerfeld’s pussy cat is a digital sensation. The fashion designer adopted her in 2011, and from that year, she became a brand ambassador of Chanel and Karl Lagerfeld, as well as a contributor for other brands’ communications, like starring in the 2015 Opel Corsa Calendar.
In addition, Choupette entered the elite of “cover girls” by staring in the latest Lucky Magazine special edition issue. This reminds me to Lady Gaga’s French bulldog Asia, another celebrity dog, who scored a spot on BAZAAR’s September 2014 cover.
As you can appreciate, there are many ways to use pets for the communication of Luxury Brands. The difference between the two cases I present here is that one Luxury brand uses pets as anonymous characters while Choupette is a social influencer.
In my opinion, the first example empowers the product, but the consumer experience ends there. However, if you want to touch your customers’ hearts using the tenderness of a pet, but also to influence and generate action from their side, you need to use a celebrity pet or create one as your brand ambassador! Brands have to take into account that pets represent a great way to connect with a younger audience, who is more eager to browse cat pictures online than watch a television commercial.
Do you have any particular feeling after seeing these pictures? Which Luxury brand do you think might profit as well from using pets in their digital marketing strategies? You are more than welcome to give your opinion!