French beauty house posted a series of tweets over a single day to give fans a taste of its latest products.
French luxury giant Christian Dior employed social media to the full in anticipation of a soon-to-be-launched mystery make up line. The positive reception to the campaign demonstrated that employing such marketing might drive user engagement in a more significant way.
The company, which boasts worldwide recognition and uses many famous actors and models in its campaigns, such as Natalie Portman, spent March 27 blasting out short tweets of models with cosmetics from the range. Each tweet had an image or a sketch that highlighted a particular product and the hashtag #IconicColors.
Messages were sent out every half hour after the initial post, “Christian Dior said «A touch of color is enough to change your appearance.» #Dior #IconicColors” appeared. Dutch model Daphne Groeneveld appeared wearing 063 – Fascinante, and it was later revealed that she would front the Dior Addict Gloss marketing push.
The company had also whetted followers’ appetites by posting several videos on YouTube prior to sending out the themed Tweets.
Luxury Daily quoted Yuli Ziv, founder and CEO of New York based Style Coalition as saying,
Judging by the amount of retweets in the first couple hours – 1,359 according to Hashtracking.com – Dior followers are responding really well to the idea…A crucial part of the campaign’s success were the early teasers released a few days prior, which kept the followers intrigued. The teasers were posted on multiple social channels, such as YouTube, Facebook and Twitter, and allowed the brand to maximize their reach.
The visual element of the campaign likely had a large impact in its success. Given the product it was promoting, a very visual-focused selection of cosmetics, this strategy seemed appropriate, and, as Christine Kirk, CEO of Social Muse Communications commented, the photos included in the tweets were visually spectacular and spoke to the “luxury” adjective associated with the brand.