#PeaceRocks video
The video also launched the John Varvatos fall/winter 2014 collection campaign. On the brand’s Web site the campaign images, the video and behind-the-scenes photos are displayed. Also, on Ringo’s Web site, the video and a link to the microsite are posted.
Celebrity status
Celebrities often bring more attention to brands and are becoming more common in campaigns.
For instance, French fashion house Chanel took consumers inside its photo shoot with actress Kristen Stewart to satisfy the desire for insider access.
Chanel shared the highlights of the filming process for its Métiers d’Art Paris-Dallas collection campaign in a two-minute video. Consumers look to brands’ social media for access to celebrities and events they would usually be left out of, and this video provided that look into the inner workings of the fashion brand (
see story).
Also, French fashion house Balmain released images of its spring 2014 print ad campaign featuring pop star Rihanna to generate buzz for the label among both brand enthusiasts and fans of the singer.
Balmain posted five campaign shots across its Facebook, Instagram and Twitter accounts, and Rihanna, full name Robyn Rihanna Fenty, did the same, leveraging her own network of 30 million followers. By teaming up with a celebrity who has a massive fan base, Balmain is able to introduce itself to new potential consumers (
see story).
The partnership with a celebrity offers a brand an automatic marketing platform. If the celebrity tweets, blogs or posts about the campaign, the brand most likely reaches at least a few thousand extra potential consumers.
"The lack of branding in the photo campaign is because it is for a good cause and you definitely want to keep the branding understated, it shouldn't come across overly as a Varvatos which could potentially take away from the good cause, it was extremely tastefully done," Mr. Pavelka said.
Final Take
Nancy Buckley, editorial assistant on Luxury Daily, New York
