Les Wedges video
Consumers cannot move on to the next video and question until they have pressed play on the mini film on the page.
When they have answered the four questions, consumers must fill out a registration form to enter the random drawing to win a Chloé accessory.
The label requires consumers to submit their name, email address, birthday and address. Consumers can opt-in to receive the Chloé newsletter as well.
Also, consumers can share the app via their personal Facebook account. They have a greater chance of winning if their friends participate.
The last page thanks consumers for entering the contest and returns them to the main Chloé page.
YouTube views
Chloé started rolling out its mini-film series that celebrates the designers who have contributed to the label since its formation in 1952 in January.
The label is honoring the past design direction of founder Gaby Aghion, Karl Lagerfeld, Stella McCartney, Phoebe Philo, Hannah Macgibbon and Clare Waight Keller through a collection of 16 reissued pieces that are showcased in the videos (
see story).
Luxury marketers that create digitally-based films often rely on the shareable nature of online video to garner views of its content from the target audience.
However, this approach is becoming less effective as more luxury brands and retailers create and share videos within the same consumer pool.
Activities such as Chloé’s Facebook app can help the video content remain relevant to affluent consumers.
Video is a creative asset that is valuable to promote collections to a digital audience just as campaign images promote collections in print.
Luxury marketers that are looking for new ways to share their videos and influence peer-to-peer sharing will likely get the most from the whole effort.
“There is so much distraction and noise on social channels that it takes more than publishing a new video to get your customers to view it,” Ms. Mills said.
“Before, customers were not used to brands sharing such rich content, and now it needs to be backed by an incentive or highly recommended by a user’s network for them to spend the time to view,” she said.
But with high online viewership comes a greater responsibility for brands to leverage that audience.
“High video views mean nothing at the end of the day if viewers are not subscribing to your content to show that they intend to come back, or that they are performing the conversion that you hoped for through this video,” Ms. Mills said.
Final Take
Tricia Carr, editorial assistant on Luxury Daily, New York
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