Boucheron Quatre collection anniversary
French jeweler Boucheron is marking the 150th anniversary of its Quatre collection through collaborations with seven bloggers who are each interpreting pieces through personal photography.
The “Tribute to the Quatrecollection” campaign is incorporating photographs taken by seven bloggers and presenting them via Facebook, Twitter, Instagram, China’s Weibo and a section of the Boucheron Web site. The bloggers are also sharing their own images on their respective blogs and extending the reach of the campaign to their fashion-minded readers.
“Boucheron has created a true blogger campaign that we can really cheer about,” said Paul Farkas, cofounder/CEO of ULN Ultra Lifestyle Network, New York. “It hand-selected key global brand ambassadors, who took different cultural lenses on the Quatre collection with their own photo series.
“It is promoting each blogger in a different light and on its Facebook and Twitter channels across a week-span with reciprocal social currency,” he said.
Boucheron’s digital holiday campaign is the Tribute to the Quatre collection. The week-long campaign began Dec. 3.
The jeweler revealed a set of photographs by one of the bloggers each day last week. The photographers were added daily to a section of its site.
The patchwork-style page lets users click on each image and view a larger version. Users can also visit each blogger’s site through a link next to each set of images.
Boucheron asked the bloggers to post their own images to their blog and encourage readers to visit their local boutique.
Boucheron also shared the images via its Facebook, Twitter, Instagram and Weibo account. The brand is using the hashtag #BoucheronQuatre to mark its campaign posts.
One set of images by the blogger named Alix from The Cherry Blossom Girl were shot in Boucheron’s city of origin. One image showed the jeweler’s flagship Paris boutique.
Photograph by The Cherry Blossom Girl
Boucheron recently opened its first directly-operated boutique in Hong Kong. As a result, the blogger from Cindiddy who is based in Hong Kong was involved in the campaign to help drive foot traffic to the new store.
The blogger was photographed around her home city wearing the black edition large ring from the Quatre collection.
Photography by Cindiddy
The present-day Quatre collection consists of rings, earrings and a pendant necklace.
The large ring, for example, retails for $8,800. Other pieces include the small ring for $3,400, follies ring for $1,700, hoop earrings for $6,600 and pedant for $6,200.
Band of bloggers
Quite a few marketers tap the power of fashion bloggers to push their brand.
For example, German label Hugo Boss bolstered the womenswear shopping experience on its ecommerce site through a virtual dressing room designed in partnership with Eat.Sleep.Wear. blogger Kim Pesch.
Female consumers could create their own outfit on Ms. Pesch using apparel and accessories that were organized by trend in the game-like dressing room. The digital campaign was enacted so that Hugo Boss could drive repeat traffic to its ecommerce site, per the label (see story).
In addition, retailer Barneys New York pulled all the stops to get clicks on a shoppable video with fashion blogger Geri Hirsch by focusing on late-night attire and sending a dedicated email campaign. Ms. Hirsch was accompanied by blogger Erin Falconer in the video.
Barneys and the featured bloggers created buzz for the video which will probably get young female consumers interested in the retailer’s apparel and accessories and buying into the lifestyle shown in the film (see story).
Boucheron’s use of blogger image collages will likely have a strong impact on consumers.
“For example, @elenorebridge’s Instagram artfully pulls on pops of lime and pink, drawing on Boucheron’s rings in the context of mystic place and heels and manis,” Mr. Farkas said. “It is provocative and inspiring, well beyond a plain backdrop studio still or in-store shoot.
“It should speak to many demographics, potentially compelling quality-sharing and sales,” he said.
By Tricia Carr