Strategies awarded us the Grand Prix Strategies du Luxe on December 6th in the social media device category. We are proud to represent influencer marketing in this incredible luxury industry, with a brand as prestigious as Gucci.
This campaign reflects the bias of our agency: to trust influencers by putting content creation at the heart of our strategy, to reflect the flowery and poetic universe of fragrances that Gucci has entrusted to us throughout the year.
In this article, we are going to thank the artists and explain how we designed, imagined and managed this campaign in close collaboration with the influencers.
An influencer campaign to interpret the essence of Gucci Bloom
We have selected, in agreement with the Gucci teams, influencers and artists to enhance the perfume. Inspired by the campaign film, we designed a storytelling around the wild and flowery nature reclaiming its rights over urban planning. The talent of each was expressed through photography, illustration, paper art, styling, painting or even collage.
15 influencers, 98 branded content
Gucci wanted to collaborate with original artists and designers: we therefore selected 15 young women with flowery feeds echoing the universe of the product and the brand. All of them were very inspired by perfume, and were given carte blanche to interpret the new fragrance from the prestigious fashion house in their own way.
This influencer campaign therefore saw 15 influencers/artists create more than 98 pieces of content on their respective Instagram accounts (the list at the bottom of the article). More than a drive to store, this brand content campaign makes it possible to include the actions carried out within the framework of influence in a real strategy in line with the artistic direction of the brand.
What made the difference
Between animated content, millimeter illustrations and film photography with a unique cachet, the content offered by our selection of influencers and artists with authentic and personal styles have managed to combine modernity and tradition in their interpretation of Gucci Bloom.
3 factors to differentiate our influencer marketing campaign for Gucci Bloom
In our view, this campaign is a success thanks to 3 factors:
- The excellent identification of influencers, who were able to create perfectly adapted content that exceeded all our expectations
- The letting go of Gucci, who trusted us and the content creators to interpret the Gucci Bloom perfume with their universe
- The incredible diversity and quality of content, which shows that we must now rely on influence to create unique brand content
Gucci and Tanke sent a strong message to all luxury players: influencer marketing is much more than a simple lever, it’s a way of looking at marketing differently, through the prism of creating branded content.
Les influenceuses que nous avons sélectionnées
La campagne a été incarnée en France par 15 créatrices/artistes pour le lancement de la fragrance Gucci Bloom : Nelly (@musesuniform), Virginie Morgand (@virginie.morgand), Edith Carron (@edith_carron), Caroline Drogo (@carolinedrogo) from Les nanas d’Paname (@lesnanasdpaname), Noemi Ferst (@normiferst), Lia Rochas Pàris (@liarochasparis), Nina Kolchitskaïa (@ninakolchitskaïa), Yasmine Baïou (@yasmineodalisque), Marie Doazan (@mariedoz), Marie Guillard (@mariegui), Lorraine Sorlet (@lorrainesorlet), Marynn (@marynn_marynn), Anna Wanda Gogusey (@Annawandagogusey), Nastasia Dusapin (@Nastasiadusapin) and Romane (@oui.romane)
Un immense merci à elles d’avoir su interpréter l’essence de Bloom avec une telle précision et authenticité.
Merci également à Gucci de nous avoir fait confiance pour cette campagne, ainsi qu’à toute notre équipe qui a contribué à faire de cette campagne une réalité tout au long de l’année.
Echangeons autour de votre projet de marketing d’influence !
Contactez nous : hello@tanke.fr
