Armani Perfume SI Instagram Marketing
One of the intagram campaigns I love most is the one Armani made for its new perfume Si.
There are a increasing number of brands that are currently using instagram as their marketing channel, among them, many already started to take advantage of the video content on Instagram. We have seen lots of marketers start to be through content innovation from where Burrery post their fashion show videos to Movie “JOBS” post their first trailer. However, there is a common limitation for those businesses that market through instagram. Marketing messages can not reach to audience on instagram who does not follow the account because of Instagram does not support share function. Armani’s Si istagram campaign is a perfect example of how to break through this limitation.
For this Perfume Si Campaign, Armani invited three influencial fashion blogger Chiara Ferragni (The Blonde Salad)，Gala Gonzalez (Amlul), Emily Johnston (Fashion Foie Gras) to each shoot a short instagram video using the moon filter.
The result is surprisingly good; where all three bloggers use their unique perspectives to showcase the message Armani want to deliver to the audiences which is Say Si (yes) to your dream. Those 3 videos got more than 50,000 likes on instagram and create a great buzz on the market for the perfume
Here are the links for the instagram video
http://instagram.com/p/caDHRAyD7F
http://instagram.com/p/cW0ZuKK0QR
http://instagram.com/p/cbPZnBiR0j
The most important facto that make this campaign successful is the use of Influencer marketing. While other brands are only posting pic/video to deliver messages through their official brand account, Armani find a breakthrough point to leverage the power of influencer and instagram videos. Lets look at the number first, Armani Official Account only have 280,000 follower, the three blogger total have more than 1,500,000 follower on instagram, which help Armani to reach 4 times of audience than it usually does. Moreover, because the video is shot by the blogger not Armani, it function as word of mouth rather than direct advertising. It is more real, authentic and closer to the audience. The influencers’ credibility also helps to build up the products’ positive image even before the launch.
There are also things marketers have to e careful when use influencer marketing strategy.
- Ensure the credibility of the influencer. Influence can somewhat act as a spokes person, therefore the brand image is closely related to the influencer. Low credibility or negative news related to the influencer may dilute the brand image.
- Co-creation is better than directly posting positive product review. Customers may consider product review from a influencer as inauthentic and unreliable, where co – creation between the influencer and brand is considering as creative, innovated and fun.
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