Luxury products are turning to advetstorials? Yes this is a word I made up, a snigglet if you will. I’m pretty confident the folks at the AP Style Book won’t be picking it up anytime soon, but the word has merit. Luxury purveyors are turning to mini movies, aka, story advertisements and then posting them to their social media channels to support brand messages, introduce new products, educate and reach new audiences.
A good example of this is the new Prada mini movie entitled A Therapy directed and co-written by the renowned, Roman Polanski. It speaks to the brands covet-ability and recognizability using an intriguing and entertaining story which engages its audiences with wit, satire, and of course a star-studded cast; Ben Kingsley and Helena Bonham Carter.
Dolce & Gabbana appear to develop mini movies on a regular basis. One that I particularly enjoyed was Italiana. This mini movie features Matt Silk’s, 2012 spring/summer sunglass collection from the fashion house. The movie is about real situations between moms and daughters and their sometimes complicated relationship with fashion. Dolce and Gabbana uses a gorgeous retro movie short to tell a story about the season’s new sunglass line. It’s outstanding.
Both of these brands and hundreds of others are using mini movies aka video shorts to advertise their products via social media channels while skipping traditional media. Dolce and Gabbana has 5.4 million Facebook Likes similar to the Today’s Show audience, while Prada has over 1.5 million Facebook Likes. Was their thought process – why pay $65,000 in advertising fees for a national spot on NBC to reach just 2% of their target market? Was it the freedom to do what they want or just speak directly to consumers, or both?
The luxury travel industry, and for that matter the travel industry as a whole, is ripe for these types of micro-movies. Of course, well developed social media channels are a must as are interesting story lines. Make no mistake, I am not speaking of virtual video tours, I’m speaking of high-quality, mini movies about stories that represent your brand in an entertaining, emotional and engaging fashion. Maybe it’s a chef creating a new dessert from start to finish, or the resort’s onsite wedding coordinator getting a behind the scenes final look as the bride says “I DO”, or an interpretation of the 1988 Tom Cruise movie Cocktail. The story ideas are endless.
Once again, I’m seeing social media take the lead with communication between consumers and brands. This is an interesting trend with so many applications. I think this trend is here to stay, what do you think?