Michelle Cheung2

In my last blog, I discussed about the risks and benefits of leveraging social media for luxury brands to communicate with their target audience. In this blog, I would like to share an effective social video campaign made by Chanel to advertise its brand and perfume. When it comes to brand advertisements, Chanel never disappoint me and the video above is definitely my all time favourite!

Chanel has been producing series of short films which are made available online to promote its products and showcase the different aspects of brand personality. The video above is an example of how Chanel promotes for its product (Fragrance: Coco Mademoiselle). The setting of the video, storyline and choice of actress (Keira Knightley) was planned and designed carefully to match with the image of the brand and the product – charming, mystery, daring and rebelliousness.

The latest edition of its social video series takes consumers through the history of the founder’s life. The video below is the fifth chapter of the series. It takes a look at Coco Chanel’s life prior to founding her brand. The video is entirely animated using black and white graphics and sketches inlaid with Chanel’s linked “C” logo.

The intake I get from Chanel’s social video campaign is that a premium brand can still make use of the influence of social media to educate audience about the brand values in a lighthearted manner, which is easier for consumers to accept and remember than learning a brand from traditional commercials. Also, I think that if the luxury brand still wants to creates that exclusive image by creating a distance between it and its audience, the content of the story being displayed on social media is the key determinant.

Enjoy the videos!