When luxury brands started appearing in social medias like Facebook or Twitter, many said it wasn't a smart move and that the brand in a place where everybody can get in could make the brand lose its value and sense of exclusivity.
Many years have passed and brands like Chanel and Louis Vuitton proved that, when well played, there is only good things to come. The latest brand to inovate in the social media field was the french brand Dior.
Dior has more than 10 million likes on Facebook, +300.000 on Google+ and almost 1.5 million followers on Twitter. With the hashtag #DiorHolidayHangout the brand invited all their followers to watch a hangout with their make-up artist Ricky Wilson (@wilsonricky) and other make-up artists as guest. The Hangout had as theme make-up to use on the Holidays. Fans on the brand could send questions to Ricky via Twitter or G+ by using the hashtag.
|Ricky Wilson and model|
The Hangout lasted about 40 minutes and looked very natural and interactive. The artist used two models (that look like "normal" people not supermodels, very smart move) to show the "how to do it" and answered 3 questions. Of course all the make up used was Dior and presented by the host but not in a "comercial" way. The luxury brand was not spared of technical problems, with a guest who could not be heard, a few seconds of Dior out of air and a lot of nervous laughing. But none of this made the project less interesting.
|Host out of air and the nervous laughing!|
The video is now available on youtube and on G+. And now here!
What do you think? Is this a good exemple to be followed by luxury brands?
Tricks of the professional!