Coco Chanel may have been the first person to launch a viral marketing campaign when she debuted the infamous Chanel No. 5 fragrance. The company is still creating a buzz today. Staying true to her pioneering spirit, Chanel is the fiirst major fashion house to recognize the value of the blogosphere.
“Lore has it that Chanel created initial buzz by spritzing her changerooms with it, but demurred when clients asked to purchase the scent,” the National Post reported. “Soon, they were begging.”
Today’s marketers are keeping true to the Chanel tradition. For the launch of Coco Mademoiselle, the company launched commercials on TV, on the web, in magazines and on the web. They also flew down 15 lucky bloggers to promote the experience, including Blogdorf Foodman, Cool Hunting and Fabsugar.
And that is why the must-read fashion book of the season is The Collection by Gioia Dilberto which showcases the legendary designer. As a connoisseur of words, I just ate up the Post’s article which prescribed the book to the fashion addicted. As she put it, “It’s behind-the-scenes sewing porn and this fashion season’s required reading, chronicling the experiences of a fictional, naive junior seamstress who worked for Chanel during the creation of her landmark Fall 1919 collection.”
Check out the video for a behind-the-scenes look at the new video commercials for Mademoiselle.
A few weeks ago, Trend Hunter featured a story to pysch readers up for the surprises Chanel had in store. We are happy to be the ones unveiling those mysteries now!
Chanel’s New Ads - Keira Knightly For Coco Mademoiselle
For the presentation of the new ambassador and the new advertising spot for the perfume Coco Mademoiselle, Chanel has a lot of surprises in store.
In Paris, Hong Kong, New York, Tokyo and London, projections of Mademoiselle Chanel’s most famous quotations illuminated the streets.
In boutiques, a… [More]
Such quid pro quo junkets are the typical domain of fashion magazines and mainstream media, but Chanel is the first major fashion house to recognize the potential of this newly legitimate medium. It was a brilliant way to create blogosphere buzz for a fragrance aimed squarely at that demographic. It also affirms the new status and influence that the better independent bloggers are beginning to enjoy in the field of fashion journalism.
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