Premium Insight Septembre

PREMIUM INSIGHT
PREMIUM
INSIGHT September 2014
SAME SAME but different
Founded in 2009, SAME SAME but different is the strategic and creative
digital agency of luxury and major brands: Digital operations and website
design / e-influence campaigns / Mobile solutions / Digital In store /
Consulting & training for leaders.
SAME SAME but different works world-widely with offices in Paris,
Shanghai, Hong Kong and New York.
PREMIUM INSIGHT
Premium Insight is an overview of the digital activity of premium brands
and luxurious “Maisons” focusing on the most innovative strategies in
terms of display, e-commerce, social media, mobile and O2O...
This issue is composed of:
• A review of the main digital news
• A selection of new brand platforms
• A study of a case
• A focus on a trend
• An analysis of a Chinese topic

September 2014
PREMIUM
INSIGHT
AGENDA
I. DIGITAL NEWS
II. BRAND ZONES
III. CASE: PEAU D’ÂNE RACONTÉ PAR VAN CLEEF & ARPELS
IV. FOCUS: THE GLOBAL SHOPPERS
BEYOND THE GREAT WALL: INSTAGRAM IN CHINA

NEWS BRAND ZONES CASE
September 2014
PREMIUM
INSIGHT
KENZO
Swing Scent
For the Flowers In the Air campaign, Kenzo Parfums put
together an augmented reality operation in Paris at the
Opera and Rivoli bus stops in collaboration with JCDecaux
Innovate and KR Media/Screenbase. The idea was to
create the impression that the brand’s ambassador was
swinging in the decor.
Kenzo then invited its fans to participate in an Instagram
contest from the 1st of July to the 29th of August in order
to win a dinner for two in the air by posting a picture of a
beautiful view with #Kenzodream.
Our opinion: An innovative offline operation that must have
intrigued more than one pedestrian and a relevant UGC
operation that triggered qualitative “vacation” content. But
why not have linked both operations to create a successful
O2O campaign? > The contest
> The video

September 2014
PREMIUM
INSIGHT
YVES ROCHER
Read my lips
For the release of its new collection of lipsticks, Yves
Rocher launched “Read my lips” an interactive campaign
in 2 phases.
The first one allowed users to win a complete set of the
12 different colors of lipstick if they found the message
hidden behind the lips of an animated picture of a mouth.
And no matter what, every user got a 10% discount.
The second phase of the campaign, more socially oriented,
allowed visitors to send special “lip messages” to friends
such as “If you can read this I’m yours” or “Come on baby
light my fire”.
Our opinion: A fun, funny and innovative campaign to
promote products. This operation is a proof that interaction
and video are very important and that, sometimes, it just
takes a simple but smart idea to create something efficient.
> The website

September 2014
PREMIUM
INSIGHT
MINI COOPER
#ASKTHENEWMINI
For the launch of the new Mini, Mini Cooper created a
social media campaign on Facebook, Twitter, Instagram
and Google+. Fans were invited to ask any question that
crossed their mind about the car. Each week, Mini Cooper
replied to a selection, such as “Can you take a selfie?” or
“Can you twinkle?” with 15-second-full-of-humor videos.
Our opinion: the use of hashtags can sometimes be very
successful when the campaigns are thought through. This
campaign gives a “live” impression to the answers and
translates a real, fast and humoristic bond between Mini
Cooper and its fans.
> The video

September 2014
PREMIUM
INSIGHT
HERMÈS
Tie Break
In one of our previous Premium Insights, we talked about
Silk Knots, an application dedicated to Hermès Women
teaching them different ways to wear the Maison’s famous
“Carré”.
Last July, it was time to reward men with their own
application and give them advice on how to choose a tie
and execute various knots. Every time a user opens the
application, a new “surprise” greets him.
Our opinion: once more, Hermès created an original
operation in the tone of the Maison. Thus, a fun application
but we question it’s efficiency in terms of number of
downloads.
> The application
> The video

September 2014
PREMIUM
INSIGHT
CHRISTIAN LOUBOUTIN
Le Rouge Louboutin
Christian Louboutin, better known for his red sole high
heels, recently launched a brand new line of nail polish
and guess what color he chose for his first product? “Le
Rouge Louboutin”.
To introduce its arrival in the cosmetic world Louboutin
called upon not any film director, but David Lynch himself.
The movie reveals the nail polish’s origin as it detaches
itself from one of the Maison’s shoes.
Our opinion: it is not a surprise that an artistic direction
lead by David Lynch was very qualitative. But what was
most significant was the fact that the art direction in the
video is completely in phase with the dedicated space
created on Louboutin’s website. > The website
> The video

DOLCE & GABBANA
Jewelry Website
> Discover here
PREMIUM

PRINTEMPS
Printemps Haussmann app
> Discover here
PREMIUM

SEPHORA
Generation Sephora website
> Discover here
PREMIUM

MOSCHINO
Mobile e-shop
> Discover on mobile here
PREMIUM

MAISON ULLENS
Mobile and desktop e-commerce
> Discover here
PREMIUM

LOUIS VUITTON
Newly designed website
> Discover here
PREMIUM

CASE: PEAU D’ÂNE, RACONTÉ PAR VAN CLEEF & ARPELS

PREMIUM
VAN CLEEF & ARPELS
Recently, Van Cleef & Arpels introduced to its fans
a brand new high jewelry collection. Peau d’Âne,
inspired by the famous French fairytale.
To celebrate its new creations, the Maison launched
a complete social media campaign.
At the center of this operation, a special event was
organized, at the very famous French castle, the
Château de Chambord.

VAN CLEEF & ARPELS
Instafairytale
For the occasion, Van Cleef & Arpels launched a complete
social media campaign that all started with Instagram.
Indeed, a couple of days before the event at the Château de
Chambord, Van Cleef & Arpels’ community management
team posted a few pictures and content on Facebook and
Twitter in order to inform their community of fans of the
release of the new collection. To increase their number of
followers on Instagram, to generate a feeling of exclusivity
and reward, the Maison decided to unveil its latest pieces
solely on this particular social medium.
> Instagram
PREMIUM

VAN CLEEF & ARPELS
An enchanted website
The Maison also created a website built as a book with enchanting and animated content.
Divided in three chapters – The Childhood, The Forest and The Wedding - it introduces the different pieces of the
collection while telling the story of the famous fairytale.
The user is also invited to participate in the experience with little animations such as unfolding a paper cut box
or clicking and dragging on a little strip of paper to discover the clips representing the three dresses of the fairytale.
PREMIUM
> The website

VAN CLEEF & ARPELS
It’s all about telling a story
The title of the Maison’s new collection “Peau d’Âne raconté
par Van Cleef & Arpels” speaks for itself.
On their digital ecosystem, one voice was chosen to talk
about the high jewelry pieces, the voice of narration and
fairytales.
Indeed, on Pinterest, on their Tumblr and on the dedicated
website, the Maison made sure to tell the story of Peau
d’Âne while presenting the creations and never separating
one from the other.
> Pinterest
> Tumblr
> The website
PREMIUM

OUR OPINION
The result of this campaign is extremely qualitative, Van Cleef & Arpels managed to re
enchant a classic in fairytale literature in a way that highlighted the beautiful creations.
A complete social media operation that took advantage of each medium’s strength to tell a
story and unveil beautiful pieces in a chronological way that maintained momentum during
the entire campaign.
What was most successful was the global diversity of the communication, in terms of
platforms (Pinterest, Flipboard, Instagram, Facebook, Twitter, Youtube, Google+, website…)
and in terms of type of content (pictures, videos, cinemagraphs, animations and so on).
Thus, we can say that “Peau d’Âne a fairytale told by Van Cleef & Arpels”
was a real treat for the eye.
PREMIUM

THE GLOBAL SHOPPER
Warning!
A new category of luxury shoppers has arrived and
they have all sorts of habits and expectations.
They are changing the face of shopping, they are
massive, they are overdoers and they want service
and experience. They are what we call Global
Shoppers.
Global shoppers is the new international consumer
category that regards shopping as
a fundamental part of its travel experience and
that is particularly appealing to renowned
international brands.
What is most interesting is that this new kind of
shoppers mainly comes from China. Indeed
Chinese are the number one luxury shoppers in
the world and half of their spendings happen
abroad.
PREMIUM
INSIGHT
PREMIUM
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FOCUS
September 2014

PREMIUM
INSIGHT
PREMIUM
INSIGHT
FOCUS
September 2014
THE GLOBAL SHOPPER
The overdoers
The Global Shopper doesn’t just do, he overdoes:
≥ He OVER RESEARCHES – 92% of the global shoppers do research online to get information
≥ He OVER CONNECTS – Mobile becomes the n°1 connection tool when they are on the move, and they constantly look for wifi connection
everywhere
≥ He OVER OBSERVES – 84% pay attention to advertising and new service when they are abroad
≥ He OVER SPENDS – Global Shoppers spend 4 times more than the locals
≥ He OVER EXPERIENCES – Travelling is a seamless experience that takes the form of discovery, emotion and impulse

PREMIUM
INSIGHT
PREMIUM
INSIGHT
FOCUS
September 2014
Flying Moguls
Ultra wealthy people or members of wealthy family
Several trips a year around the world, travel to shop
Travel with family or in small VIP guided groups
VIPs in their original country
Shop for unique pieces and impeccable service
Young bourgeois
25-45 years old, tier 1 and 2 cities, rapidly growing
group
Travel with smaller organized group or with friends &
family up to 2 times a year
Open to western culture
Good luxury culture and tech savvy
Bus Stoppers
35+ years old,
1st time travelers, few trips
Travel in groups
Shop for entry level products, luxury novices
Shop mostly for friends and family
THE GLOBAL SHOPPER
Who are they?

PREMIUM
INSIGHT
PREMIUM
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FOCUS
THE GLOBAL SHOPPER
A new challenge
We believe that with the growth of the power of global shoppers coming from emerging markets, especially those from China, brands should provide
customized brand experience to better serve this evolving population.
This is a population growing fast, moving everywhere, hyper sensitive to new technology & service and becoming more exigent in brand experience
before making purchase decision.
What seemed to work easily for brands in engaging Chinese global shoppers before won’t last long, as consumers’ sophistication and preferences
are evolving rapidly. Providing Chinese speaking service is only a first step. Many luxury brands have started to look at their strategy for this special
influential population, making the competitive landscape more and more crowded.
The era of low-hanging fruits has passed. Brands need to innovate faster than competitors in providing compelling service and experiences for
Chinese customers.
September 2014

PREMIUM
INSIGHT
BEYOND THE GREAT WALL : Instagram in China
PREMIUM
INSIGHT
FOCUS
September 2014

PREMIUM
INSIGHT
BEYOND THE GREAT WALL
September 2014
INSTAGRAM IN CHINA
A growing social media
Despite the fact that it is owned by Facebook – blocked by
the Chinese government – Instagram, the social media
renowned for its filtered pictures, managed to get around
this restriction and started to grow in the country.
A few reasons for this growth is the presence of Chinese
key opinion leaders and celebrities such as Bao Bao Wan
who has reached 200 000 followers, brands that have
started using the platform for campaigns and last but not
least, its partnership with Weibo.

PREMIUM
INSIGHT
September 2014
INSTAGRAM IN CHINA
#CHINESECONTEST
Among the brands that have released digital campaigns on
the social media platform is Lane Crawford, Asia’s iconic
luxury department store that offers international brands
online and offline.
In order to increase its number of followers on Instagram,
Lane Crawford launched “Instapack”, a photo contest
that invited users to post pictures of the different things
they put in their suitcases with the #LCINSTAPACK. Every
week, a winner was selected and rewarded with a Rimowa
Topas Stealth luggage.

PREMIUM
INSIGHT
September 2014
INSTAGRAM IN CHINA
A blurred fate
Apparently, the success of Instagram has bothered
someone since the app has been removed from all of the
Android stores of the country such as Baidu, Xiaomi and
Tencent on the 7th of July…
However, the social media platform is still available in
China’s App store on iOS and all users that previously
downloaded the app on their Android phones haven’t
experienced any problem.
Is this a sign that Instagram could follow the same fate as
Facebook?

© SAME SAME but different
The next study will be available in November 2014
Michel Campan - mcampan@samesameparis.com
Victor Yang - victor@samesamechina.com
Julien Gaubert-Molina - jgaubertmolina@samesamehk.com
Emmanuel Duran Campana - emmanuel@samesameusa.com
samesameparis.com
samesamechina.com
samesamehk.com
samesameusa.com

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