Coco Chanel may have been the first person to launch a viral marketing campaign when she debuted the infamous Chanel No. 5 fragrance. The company is still creating a buzz today. Staying true to her pioneering spirit, Chanel is the fiirst major fashion house to recognize the value of the blogosphere.
"Lore has it that Chanel created initial buzz by spritzing her changerooms with it, but demurred when clients asked to purchase the scent," the National Post reported. "Soon, they were begging."
Today's marketers are keeping true to the Chanel tradition. For the launch of Coco Mademoiselle, the company launched commercials on TV, on the web, in magazines and on the web. They also flew down 15 lucky bloggers to promote the experience, including Blogdorf Foodman, Cool Hunting and Fabsugar.
And that is why the must-read fashion book of the season is The Collection by Gioia Dilberto which showcases the legendary designer. As a connoisseur of words, I just ate up the Post's article which prescribed the book to the fashion addicted. As she put it, "It's behind-the-scenes sewing porn and this fashion season's required reading, chronicling the experiences of a fictional, naive junior seamstress who worked for Chanel during the creation of her landmark Fall 1919 collection."
Check out the video for a behind-the-scenes look at the new video commercials for Mademoiselle.
A few weeks ago, Trend Hunter featured a story to pysch readers up for the surprises Chanel had in store. We are happy to be the ones unveiling those mysteries now!
Bloggers Go Behind-The-Seams
Chanel Viral Marketing
Trend Themes
1. Fashion Blogger Promotion - Major fashion houses can recognize the promotional value in collaborating with bloggers to reach a wider audience.
2. Viral Marketing Campaigns - Viral marketing campaigns that creatively engage consumers can help to generate hype around a brand or product.
3. Behind-the-scenes Storytelling - Sharing the story behind a product or brand can create a sense of exclusivity and draw in consumers who are interested in the history of a company.
Industry Implications
1. Fashion Industry - The fashion industry can benefit from collaborating with bloggers to promote new products and collections.
2. Marketing Industry - The marketing industry can capitalize on the value of viral marketing campaigns, particularly in the fashion sector.
3. Publishing Industry - The publishing industry can produce books that share behind-the-scenes stories of iconic brands and designers to satisfy the interests of fashion enthusiasts.