Time to Forge a Partnership…
The communications industry has changed dramatically in recent years and the remit of PRs has both widened and shrunk in equal measure. Whilst the stable of traditional media outlets and meaningful editorial pages has diminished dramatically, the rise of the all-consuming, never-sleeping digital world means that there are arguably more ways to ‘communicate’ with your target audience than ever before. Given social media’s explosion onto the scene it would be remiss for the communications sector to overlook this most valuable of platforms. Current user numbers from January of this year based on the number of active users in millions for popular social media channels is as follows (https://www.statista.com/statistics/272014/global-social- networks-ranked-by- number-of- users/)
Facebook: 2167 million
YouTube: 1500 million
WhatsAp: 1300 million
Instagram: 800 million
Courting the most influential of these users has now become a skill that each and every individual charged with the responsibility of communicating on behalf of brands and companies must finesse. One of the most powerful and effective ways to achieve this is through the art of partnerships – luxury brands joining forces to meet the growing demand for novel products carrying authentic messages.
Below is a pick of the top 4 creative partnerships in the luxury sector in 2017 according to The Luxury Society https://www.luxurysociety.com/en/articles/2018/02/creative-partnerships-luxury-industry-stood-out-201/
Cartier and Sofia Coppola for “La Panthère de Cartier” online campaign
The French luxury watch and jewellery brand teamed up with Oscar-winning director, Sofia Coppola, to create a short film featuring Australian model and actress, Courtney Eaton, wearing the Panthère watch to announce its re-launch. The video has amassed more than 4.8 million views on YouTube since being posted in June last year.
Chanel, Pharrell Williams and Adidas
To mark the end of its partnership with Colette, luxury fashion brand Chanel teamed up with American rapper, Pharrell Williams, and sportswear brand Adidas. Pharrell designed his own Adidas sneaker, with Chanel typography, of which only 500 pairs were released and sold exclusively at the Colette store for a limited period.
Louis Vuitton and Jeff Koons
Louis Vuitton and American artist, Jeff Koons, launched the limited edition “The New Masters Collection” in April 2017. Koons gave classic Louis Vuitton bags and other accessories, his own spin featuring prints of different iconic paintings from masters such as Da Vinci, Van Gogh and Gauguin. Prices ranged from £370 for a luggage bag charm clip, to £2,800 for the big Van Gogh bag.
Rolex and National Geographic
National Geographic magazine announced in its July 2017 issue that it would be extending its partnership with Swiss luxury watchmaker, Rolex. Adventure photographers like David Doubilet, and filmmaker James Cameron, are two of many explorers to be Rolex’s ambassadors whose works will be published via a collection of online and print adverts by the luxury watch brand.
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