French company Christian Dior S.A. (usually referred to as Dior) owns the high-fashion apparels and accessories producer and retailer Christian Dior Couture.
The company, designs and makes some of the world’s most coveted haute couture, as well as luxury ready-to-wear fashion and accessories for men and women. Christian Dior operates more than 235 boutiques worldwide with plans to open more.
Dior wanted to:
· introduce new products from its autumn/winter 2012 collection
· create marketing materials which retain the label’s original brand lifestyle and image
· create content with viral potential that consumers can share without confusing the brand image
Dior’s marketing campaign centred on a video called ‘Secret Garden – Versailles’, supported by social media channels and the company’s magazine.
The film ‘Secret Garden – Versailles’ (the Palace of Versailles has been a signature part of the Dior brand) was directed by Inez van Lamsweerde and Vinoodh Matadin, and stars top industry models including Daria Strokus, Melissa Stasiuk and Xiao Wen Ju in La Galeries Des Glaces.
The build up to the release of the video on 3 May 2012 included the release of a teaser video in April on the Dior YouTube channel and promotion across the company’s social media sites – Facebook page, Twitter profile and magazine DiorMag. There were follow up videos – the extended version released 2 days following the initial release and a ‘Making of’ video issued 10 days later.
Final video released 3 May – over 17 million views at launch
Extended version released 2 days later -over 5 million views at launch
‘Making of version’ released 15 May - 8k views at launch.
New subscribers to Dior’s YouTube channel over the weekend following the video release exceeds 700 per day.
Dior’s Facebook page – experienced the largest fan increase on the release date of the video and the day after.
Dior’s average Facebook post engagement rates were the highest during May following the launch of the video with an average post engagement rate of .3399%.
results source: socialbakers.com