by Ainslie Walker
Business, marketing, culture and technology combined, spawns a surreal and emotive experience for consumers and in addition drives clients into store and allows the creator to become closer to clients.
A world premiere in luxury business, clients see the world through Serge Lutens’ ‘avant-garde’ eyes, including delving into his inspirations, personality, creations, brand codes and history. Utilizing an augmented reality app, Facebook messenger bot experience, geolocation, unique camera filters, and 360-degree movie, Serge Lutens communicates the ultimate brand experience. An imaginary walk takes us through Palais- Royale, the location of the flagship in Paris. Here we explore, collect codes and unlock a secret alcove, the imaginary house. Collection of all codes allows the prize of viewing a mind-blowing 360-degree film in which the viewer can explore an imaginary palace in Marrakesh. Features also include introductions to collections and a store finder.
The experience can be shared on social media and is a fun interactive ‘game’ friends can play together, online or in Paris, discovering stylish places to visit around the Palais-Royale where codes can be collected.
Mr Hassan SAAD, President of Serge Lutens visited Sydney in November to demonstrate the unique brand experience aimed at press, influencers, VIP clients, clients and prospective clients, worldwide (Pictured here, with me). The brand hopes to implement #perspectivesergelutens into Australia via Mecca Cosmetica.
February 28th sees the Australian launch of Serge Lutens’ latest fragrance, Baptême du Feu into Mecca Cosmetica. Featuring notes of gingerbread, tangerine, osmanthus, woods and powder.
So you have this brand/product that you love like your own child and you feel you have been working 24/7 to get attention. You have invested lots of money and time in packaging, typing up posts, sharing the products with friends, meeting with retailers and distributors and you feel you are still not getting any traction. What do you do next?
The growth of social media has given rise to influencer marketing, now one of the fastest growing categories in advertising and projected to be a $5-10 billion market by 2020*. A larger percentage of the advertising dollar being invested into this component of the marketing mix naturally means greater pressure on marketers to deliver meaningful results from this medium. There is now an emphasis on conducting due diligence when planning your influencer campaigns, especially around your influencer selection, and in particular their followers.