A That Feeling When Gucci campaign analysis
The campaign of Michele that exploited meme art will have achieved the desired results?
When you got that new watch and have to show it off
by Mitra Saboury and Derek Paul Boyle
#Tag #for #Likes
by John Yuyi
Art & Design
April 14th, 2017
April 14th, 2017
A picture is worth a thousand words.
We know it and Alessandro Michele knows it too, so much to launch the new collection of watches Le MarchÈ des Merveilles Gucci has asked international artists such as @williamcult, @beigecardiganm, @emilianoponzi or @thedrawingdoor enclosed in the hashtag #TFWgucci, to create a meme serie starting from the concept of Feel that When.
Good idea, you'll think, since the meme has become a universal language capable of expressing any concept very well. Too bad that many have stuck up their noses accused of possible embezzlement cultural appropriation the Florentine label.
Fear was a repeat of what happened for example with Zara or Kylie Cosmetics exploit work and ideas of young artists not giving them neither credits nor money.
In the Gucci case, the danger was averted and all the staff has been credited, paid and celebrated during the course of the campaign, but some questions remain: are the big fashion brands to cannibalize the new forms of language born in the network or is the opposite? Is Instagram the new advertising agency? Is it extreme marketing or just a way to adhere to contemporary reality? Gucci needs of strangers to come up with an advertising campaign? That of the Italian brand proved to be a really profitable choice?
To this last question tried to answer the Hudson Dash platform with a little of statistics.
REACH TOTAL: 120,089,317
TOTAL LIKES: 1,986,005
TOTAL COMMENTS: 21.780
AVG. ENGAGEMENT RATE OF ALL 30 Memes: 0.5%
Translated, it means that #TFWGucci surpassed all previous content of Gucci, getting an almost resounding success. Bravo Michele then.
After all, it is from the time of his appointment that the designer demonstrates a sincere appreciation and progressive involvement of all forms of art, even the Internet Outsider Art movements. Remember in 2015 the #GucciGram campaign with 31 international artists, including Amalia Ulman, Ryder Ripps, Ed Fornieles and Claudia Mate, together for a remix project of art to celebrate its Gucci Blooms and Gucci Caleido prints.
And the attention of Michele using Instagram became the vehicle of his new aesthetic direction? Attention and much love reciprocated by millions of fans who, without receiving anything in return, supporting his artistic and aesthetic choices, recasting or wearing the clothes he created.
What do you think?
Meanwhile, you know what were the two meme to achieve the greater success? #Tag #for #Likes Taiwanese John Yuyi and When you got that new watch and have to show it off, a collaboration between Mitra Saboury and Derek Paul Boyle.
When you got that new watch and have to show it off
by Mitra Saboury and Derek Paul Boyle
