Fall/winter campaign video
The most recent teaser, released one day before the video, gave followers a glimpse behind-the-scenes of the film. This particular teaser is a quick slideshow of still images of Ms. Martin on the set of the film.
Miu Miu released its video on July 15 on its YouTube channel.
Teasing brands
Teasers allow brands to continually reach out to consumers with a single topic that seems fresh.
For example, British fashion house Burberry showed a glimpse at the craftsmanship involved in constructing items in its autumn/winter 2013 menswear collection through a teaser video and digital promotions for the show.
The autumn/winter 2013 menswear show took place Jan. 12 in Milan, Italy, but the brand released the teaser video Jan. 10 to give consumers a preview of the collection. The brand also promoted the show over multiple digital and social platforms (
see story).
Also, French fashion house Christian Dior teased its upcoming campaign for the Miss Dior handbag line with a black-and-white social video featuring longtime brand ambassador and actress Mila Kunis.
The video depicted Ms. Kunis as a celebrity figure who is followed around a city by paparazzi. Dior likely used the video to create hype for an upcoming print campaign, a strategy that many luxury fashion houses used for fall/winter 2012 advertising (
see story).
Teaser video techniques let brands continually target enthusiasts. The Miu Miu campaign will likely draw attention to the brand and its fall/winter collection.
“The key is being able to correctly target the customer and showcase a relevant advertisement,” Mr. Jespersen said.“If you can find the target customer you can drive interest.
“If Miu Miu does this, their creative message speaks loud and clear. The use of monochrome imagery, along with the Warhol-like creative direction gives a sense of 1960s fine fashion," he said. “To follow up on the campaign, Miu Miu should also make it relatively easy for the customer to locate the nearest store.
“It would be beneficial for both the brand and the customer if there was an easy way to engage the customer to find apparel or locate the nearest store once engaging with the campaign. Also, with increased customer engagement, now we’re seeing interactive videos that allow users to stop videos and engage with various products that the models are wearing – this adds a whole new level of engagement.”
Final TakeNancy Buckley, editorial assistant on Luxury Daily, New York
