"View the Blake Lively video at youtube.com/gucciparfums" calls Gucci on its new fragrance Gucci Première magazine advert. For its new fragrance release, with a name nodding to its most expensive, semi-couture Gucci Première collection, Gucci chose the social over the branded, the free-for-all comment over the safe environment of its own website.
Over the past two years, social networks have played a growing role in Gucci’s marketing strategy. The Italian company is one of the top three luxury brands across most social channels, including in China, yet its You Tube activity and fan base has so far been behind. Its Gucci Official channel totals under 4 500 subscribers, its Gucci Parfums just over 3 000, but quadruple the number of video views, suggesting a printed call to action referring to a website, even without QR code, can be effective.
Despite making YouTube its Première marketing central, Gucci doesn’t feature the fragrance content prominently. You need two clicks to reach the Lively video, available on a different tab and which has reached over 320 000 views in three weeks. The Youtube.com/gucciparfums landing page is all about Flora by Gucci, with an experience offering everything from a short advert to wallpaper downloads and the Story of Flora, from motif created for Grace Kelly to perfume launched by Frida Giannini.
We’re in the early days of the fragrance launch, with the Blake Lively ad acting as a teaser, and new content will no doubt be released in time to retain fan interest, building up to Christmas gifting opportunities. I wouldn’t be surprised to see the Flora You Tube experience replaced by a Première one during Milan fashion week to coincide with the show. I haven’t smelt Première yet but it feels more wintery than Flora, which benefited from a massive push amongst the lighter, floral summer fragrances.
The magazine advert only promises the Blake Lively video, not heaps of content, yet advertising one content, but forcing a different one on the customer, seems counter-intuitive.