More and more consumer brands are beginning to use social media to promote their products. This could be due to dwindling marcomms budgets during the credit crunch, or simply big brands realising the huge impact this kind of campaign can have in a relatively unexplored consumer space.
Swarovski Crystallized video on Vogue TV
Filed under Consumer Social Media
The Bag Lady recently posted about a great example. Swarovski Crystals have just launched a Christmas-specific campaign called Swarovski Crystallized. This includes a dedicated glitzy webpage, complete with online club and personal stylist features. They’ve also worked with Vogue TV online to create an exclusive video called ‘The Crystal Playground’ showing Daisy Lowe, Jamie Winstone and Pixie Geldof creating their own personal Halloween jewelry in the new London store.
I love the decadence of the film; it’s literally wall-to-wall diamonds and glamour. (Being a massive Jamie Winstone fan also helps - who else could pull off Mickey Mouse ears and a blazer and look that good?)
I think the way Swarovski have tapped into these key social media tools is very innovative and unique for a fashion / lifestyle brand. This method has allowed them to directly reach the Vogue audience, whilst remaining edgy and credible.
Have a look here and judge for yourself.
2 Comments
Hi there,
Swarovski Crystallized is not a special concept just for Christmas, it’s a permanent store on 24 Great Marlborough Street in London. It’s the only store of its kind in the UK, and the brand is called ‘Swarovski Crystallized’, not just Swarovski, as its a completely different concept.
The unique Crystallized store concept encourages self expression; whether drawing inspiration from and customizing existing designs, choosing from over 2,000 Crystallized™ – Swarovski Elements, or simply snapping up sparkling ready-to-wear pieces as they are.
This bespoke service is now available online via a design tool enabling users to navigate the collections, discover their style and create customized jewellery pieces. The final designs are then made to order and available for pick-up at the London store within two weeks
The film by Daisy Lowe and Will Call Cameron was made in the store, and shows the girls getting hands-on and creative. Glad you love the video as much as we do!
Liz x
Hi Liz
Thanks for your comments - another great example of Swarovski’s social media awareness, demonstrated in how you’ve seen this and taken the time to reply.
I love the video and if I get some extra Christmas money I’ll be straight down to the store!
Thanks
Amy