Fashion and luxury brands are more and more exploiting the “behind the scenes” contents to engage with their consumers. Probably because the (aspirational) target audience has a sincere deside to find out details and points of view that are not usually accessible. So I don’t mind if, in the end, online executions look all a bit the same, as long as they are a bit authentic and conceived with the right dose of style and creativity.
But what it’s really nice to find out looking at the Manifesto, is the fact that YSL is taking social media pretty seriously. I didn’t expect a Facebook fan and a Twitter account and that was definitely a pleasant surprise!
Their recently launched manifesto comprises an online video experience. It takes one through the shooting of their Fall/Winter advertising campaigns in an engaging way.
It’s a video that mixes campaign images with behind the scenes shots offering a rather emotional dive in the world of YSL.
This is nothing but evidence of the importance digital and social media.
For fun, lets check out some of the latest ‘tweets’ made by YSL:
We are good and ready to go, on our way to the airport. 7 cities. Manifesto day tomorrow!
SEOUL: It’s a hit! First distribution in this city and everyone loves the tote bags.
LONDON: The sun is shining! Everyone is going crazy for the Manifesto in Covent Garden, hurry if you want one!
MILAN: Come find our beautiful ambassadors in the heart of the city.
NY: YSL Ambassadors spotted in Williamsburg, Brooklyn!
Talk about having real-time social media presence!
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