Maximalism versus Minimalism. If you created a campaign using a meme, which way would you go? Which visual style is more representative of your brand?
More than ever before, visual impact takes the lead role in brand presence. Memes are an excellent tool for delivering incredible visuals while identifying with your target consumer. In the not-to-distant-past campaigns relied heavily, and successfully, only on their creative and production capabilities. Our digital media world has changed all that. Creative is no longer perceived and judged just as award-winning art-for-art’s-sake. It now has to be conceived with the notion that it can go viral – and we all know that creating the magic of going viral is the killer hack in digital branding. Now not only does creative have to be flawless and fitting, it must also be able to go into full viral motion.
Memes are a leading way to instantly deliver your brand message.
So, will you go with the Maximalist pow and deliver eye candy straight between the reader’s eyes? Or, is it more fitting for your brand to play it cool and draw them in with a I-couldn’t-care-less-about-how amazing-I-look-‘tude?
Gucci’s latest Watch campaign is obviously continuing their trend in Maximalist fashion.
Check out some of their recent campaign memes. The copy is critical too!
Want to understand how Gucci is utilizing memes into their campaign?
Now that you have experienced Maximalism, let’s see the difference with Minimalism. What Vetements just did is simply way too cool.
Burberry’s Art of The Trench campaign is iconic for its minimalist imagery and impact. They further capitalized on their viral success with a flawlessly linked execution via brick & mortar and engaging user generated content.
What Burberry’s did is extremely important. It illustrates the opportunity for how a brand can lead an entire robust campaign with a single piece of developed creative.
We now know the importance and opportunities of memes. So what will it be- Maximilism or Minimalism?
Christine C. Oddo is the founder of Madison Luxe Group a beauty and luxury product retail sales and digital strategy agency and author of The Christine Report blog.
In 2013, Lululemon recalled its most popular yoga pant after users realized that they were see-through when stretched. Since yoga practitioners do a lot of stretching, this was a major problem. Then, the situation became an even greater PR tragedy when their very own founder and CEO, Chip Wilson, appeared on Bloomberg Televisionand blamed it on the women wearing the pants. “Quite frankly, some women’s bodies just actually don’t work for it,” he said, adding, “It’s about the rubbing through the thighs.” It’s amazing how in the context of what seems a perfectly benign business channel interview, can go to a total disaster.
Oh no did he really just say that?
Of course women everywhere interpreted this as being called too fat to wear Lululemon pants.
Galliano’s personality came unglued in what appeared to be an unwinding from the many years of stress that came along with his intensely demanding role. Galliano was always known for his great flamboyance, but up till then, was really only known for his amazing work.
More recently, it was Dov Charney, the founder and CEO of American Apparel. His list of bad behavior really is too gross to restate. You can see the lawsuit filing here.
Oh no, did he really just say, email, text, write, perform, photograph and video that?
Nobody could ever imagine these bad PR surprises. Especially from the head cheese. Publicly verbal, uncharacteristic and highly damaging outbursts from the top have got to be last on any social media manager’s worry list.
Since bad PR can happen, companies need a serious plan of combat and execution. Social media is definitely the first place your customer now goes letting the world know exactly what they think or experienced with your brand.
So, then make social media the first place you go to do proper damage control.
Make a crisis game plan that specifies the duties and roles for each member on the crisis team. This game plan should be able to hold up against any incident, anytime, anywhere in the world and under any conditions.
Your go-to PR crisis social media plan should look like this:
Most importantly, DO YOU EVEN HAVE A PLAN?
Start with assigning a leader. Then, make sure everybody on the team has a hotline to each other no matter what time or day it is.
Generate the resources of infrastructure. For instance, you may need a dedicated site or hashtag. Evaluate and assign what it would take to address all your constituencies and what channels are most appropriate.
Speed is key. The faster the brand jumps in to the crisis the greater influence they will have in managing the message and communicating with their public.
Admit wrongdoing, apologize and take every punch. Be extremely humble, but strong and express a plan for moving forward through the issue.
Act on the broadcasted plan and let your audience know that you have done so. This starts to rebuild the lost trust.
Heavily monitor your progress. Internal management and external sources teamed up will watch as the incident evolves through the cycle and can readjust accordingly. Crisis management is rarely a one and done effort, be vigilant and stay on the plan until all signs indicate it is truly a new day.
Any company can be caught in a PR crisis at any time. Any company should be ready with their social media strategy to answer to it. No brand should assume immunity from these way-out-of-left-field-bad press incidents.
Has Chanel done it again? Has this storied fashion house of
never-ending-goods-of-absolute-desire yet again reignited one of their very own legendary designs? Only the Chanel audience knows. The rest of us will know if we see it on the feet of devotees.
What we have on our hands here, or should I say feet, is the newest rendition relaunching the two-tone classic Chanel Slingback. Originally created in 1957, click this link to see the fabulous archived ’57 photo of Gina Lollobrigida and society’s finest wearing this classic shoe. The photo has a tickle of animation featuring the famous two-tone, intended as Chanel noted, that the black cap will shorten the toe and the beige lengthens the leg.
In a crazy coincidence, Lollobrigida, once referred to as “the most beautiful woman in the world” is again in the news at 87 years old. She says her decades younger husband tricked her, via getting her to sign paperwork, into their marriage, and only for her estate.
We know Chanel is tops in fashion, but how will the fashionista social media elite respond is the other question. Besides product sales, Social Media is the other sure way we’ll quickly learn if the relaunch of this classic is a hit. Response and Engagement from discriminating fashion societies reveal the truth for all to see and then emulate.
Lets look a little further into this social media terminology, “engagement”. Social Media expert and Harvard professor, Dr. Lelia Samii, states that, “Many think that the size of your community is the most important part of social media, however what is more important is ENGAGEMENT.”Dr. Samii is well known in her circles for devising the REALLY framework and strategy. Her REALLY program is an effective approach to the implementation and analysis of a brand’s social media efforts. REALLY stands for: Research, Engage, Analytics, Listen, Learn, You.
Sounds like marketing, doesn’t it? In Chanel’s eternal branding genius, they generated 4 visually delicate but unmistakable vignettes that are just long enough to draw in the viewer, but short enough to keep rapt attention. Based on the rolled jeans and bike ride featured in the vignettes, this creative balance is precisely aimed at the Millennial target audience. Be it 1957 or 2015, Chanel perpetuates their iconic aura. Judging by the number of views and comments, and multiply this by 4- one for each featured vignette, it does appear that Chanel definitely engages their audience.
Chanel’s 2015 social media marketing of their 1957 slingback is undoubtedly on target. Can’t wait to see them on all those feet.