GUCCI : THAT FEEL WHEN MEME CAMPAIGN
GUCCI : THAT FEEL WHEN MEME CAMPAIGN
A picture is worth a thousand words and Alessandro Michele knows it, 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 series starting from the concept of Feel that When
Since the meme has become a universal language capable of expressing any concept very well. Brand was very scared of this backfiring . This 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?
To this last question tried to answer with a little 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.
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.
“When you got that new watch and you have to show it off,” reads one caption on a photo featuring a man’s arm, with a hole torn in the wrist of his suit and dress shirt to show the time piece underneath.
The landing page of the #TFWGucci microsite also offers a brief history of memes, for those too old or oblivious to understand them intuitively (generally speaking, they are striking images or animations paired with clever or revealing text, shared online, where others can riff on them, as a form of common expression — a sort of digital high five through visually driven social media sites like Tumblr, Facebook and Instagram).
Given the high cost of Gucci’s products — one of the Le Marché des Merveilles watches costs about $790 — it’s unlikely many but the most well-to-do youngsters are likely to spring for its products, while more aged and wealthy consumers might find themselves scratching their heads at ads that range from goofy , quirky and a little hard for them to wrap their heads around.
