FASHION INSIDERS by Ogilvy & Mather Paris for Louis Vuitton

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FASHION INSIDERS

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Industry Shows, Events & Festivals
Media Direct marketing
Market France
Agency Ogilvy & Mather Paris
Creative Director Simon Mogren
Designer Sylvain Negro
Released March 2011

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: LOUIS VUITTON
Product/Service: SPRING SUMMER FASHION SHOW
Agency: OGILVY FRANCE
Date of First Appearance: Mar 9 2011
Entrant Company: OGILVY FRANCE, Paris, FRANCE
Entry URL: http://fashionshow.louisvuitton.com/
Creative Director: Simon Mogren (Ogilvy)
CR: Amandine Fabian (Ogilvy)
Art Director & Design: Charlotte Escande (Ogilvy)
UX/UI: David Raichman (Ogilvy)
Tech Production: Frederic Lim (Ogilvy)
Tech Production: Pui Ching Chau (Ogilvy)
Tech Supervision: Frederic Lim (Ogilvy)
Project Manager: Laureline Levy (Ogilvy)
Account: Virginie Brou (Ogilvy)
General Manager: Romain Lartigue (Ogilvy)
Designer: Sylvain Negro (Ogilvy)
Media placement: Fan Page Louis Vuitton - Facebook - 9/03/2011
Media placement: Website - on the web - 9/03/2011
Media placement: Tablets - IPad - 5/10/2010
Media placement: Mobile - IPhone - 5/10/2010

Describe the brief/objective of the direct campaign.
The objective was to extend Louis Vuitton’s facebok fan base (as we know their business value for the brand) and to gain exposure during the Winter 2011/2012 Fashion Show.
Fashion brands put a lot of effort into producing memorable fashion show experience but in the end, show are always considered as mere VIP events.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created an online environment where fans could access a better-than-front-row experience. Using an interactive 360° degree video, we let our fans take the control of the full fashion scene : sit front row, go backstage with Marc Jacobs and the models, see the rehearsal. Fans of facebook page were sent messages about the app.

Explain why the creative execution was relevant to the product or service.
Fans could enjoy an experience was both unique and very insider in terms of experience, but also we gave this Fall-Winter 2011/2012 Fashion show the importance it deserves in terms of quality and deepness of the story telling, reinforcing both the brands innovation and savoir faire.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We recruited over 300 000 new Facebook fans in 3 weeks without any specific media investment, only through word of mouth and content sharing. We recruited these fans through a real and qualitative brand experience, as a beautiful way to welcome them in a new community.