Gucci Promo, Case study GUCCI PREMIERES LEADING LADIES IN ASIA by Mediacom Santa Monica

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GUCCI PREMIERES LEADING LADIES IN ASIA

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Industry Perfumes
Media Promo & PR, Case study
Market United States
Agency Mediacom Santa Monica
Released November 2012

Credits & Description

Advertiser: GUCCI
Agency: MEDIACOM
Category: Best Use of Branded Content & Sponsorship
Manager: Celestine Tan (MediaCom)
Associate Director: Anna Magliano (MediaCom)

Execution
We brought the concept of “leading ladies” to life through a bespoke branded entertainment solution and handpicked the most iconic, strong and in-vogue Hollywood stars such as Emma Stone and Natalie Portman to create a 4-week custom branded content belt entitled “Leading Ladies” broadcasted on Fox Movies Premium. We delivered Blake Lively right to our Asian luxury consumers’ living room through a bespoke 3-minute branded content feature about the launch of Premiere and of course the leading lady herself. To ensure content ties back to the overall campaign, we requested Blake to conclude with an introduction to the director’s cut of Premiere’s commercial, which ran weekly before the “Leading Ladies” belt during a primetime roadblock. In addition Fox created original 20-second clips featuring Blake Lively, tagged with Premiere’s 5-second commercial and our “Leading Ladies” promo; and staggered it across network to add new news and longevity to the campaign.

Strategy
Hollywood culture has always kept Asian minds captive and now that the global luxury consumer is concentrated in Asia; we wanted to make these iconic worlds collide through the launch of Gucci Premiere; effectively moving Hollywood to the far east. Asia holds Gucci’s largest fanbase. The challenge was to premiere a Gucci fragrance with only 4% penetration of the category. According to Landor Associates, Asian ladies are the most powerful entrepreneurial force globally, they spend “seven times the amount of money annually as Asian men” – thus when we launched Gucci Premiere we needed the most iconic leading ladies to embody this. Gucci had found their leading lady in Blake Lively; we went on a mission to convince Gucci that she needed to talk exclusively to the status-driven women of the East. We partnered with the biggest broadcast network in Asia, Fox and premiered Gucci’s world class content.

Effectiveness
1. Gucci Premiere smashed sales expectations across the region by 85%.2. The halo effect of the campaign resulted in an overall Gucci fragrance brand portfolio growth of 76%, making Gucci the top performing brand within the Prestige portfolio.3. Viewership increased by 32% versus the previous month – proof that our luxury audience were very engaged with our never-before-seen “Leading Ladies” content and our 4-week branded content solution.4. Total media ROI garnered was 430% versus traditional spot buy airtime.