Jacquemus gets Jazzy with Jumbo Marketing Campaigns
Alternatively titled… “Fashion Label's Digital Marketing Campaign Techniques and the Power of a Big Idea (Mixed in with an Even More Colossal Budget)”. But let’s be clear, that would be far too long of a headline.
What’s Jacquemus, you might ask? Let me demystify the luxury fashion brand as much as I can in a concise and coherent manner.
Jacquemus is a fashion label that was started by French designer, Simon Porte Jacquemus in 2009. Through recent efforts in social media marketing, his brand has gained tremendous traction as the visuals and ideas behind his latest campaigns have all been significantly differentiated from his competitors in the industry, namely other fashion brands that I have not seen, take that much of a risk in their advertising compared to his label.
What Jacquemus does especially well is its guerrilla marketing.
The brand uses “unconventional and creative strategies intended to get maximum results from minimal resources,” as guerrilla marketing is defined by the American Marketing Association.
With his art-deco and contemporary-styled shoots, Jacquemus can capture an almost surreal image that matches up to the imagination in our heads with about every digital marketing campaign he has come out with through computer-generated imagery or even in real life, in real-time.
In the summer, the fashion brand’s Fall 2023 collection, Le Chouchou debuted with a fashion show in Louis XIV’s Palace of Versailles. An elaborate location for a certainly opulent-looking show. Models with designer dresses walked down the carpet of the palace in the unique aesthetic Jacquemus presents for his brand.
A lot of Jacquemus’ digital marketing consists of CGI-based images and video posts on their social media adverts in particular. This over-the-top marketing draws people interested in the fashion and/or marketing world and creates brand awareness for Jacquemus’ page and marketing solely through its presence on the multitude of social media platforms that exist.
Jacquemus never misses with their campaigns. Just look at this.
With a modern twist, Jacquemus neatly illustrates a very futuristic but elegant fashion marketing perspective. I found their Instagram unique specifically. On their Instagram alone organically and possibly due to paid efforts, Jacquemus has gained over 6M followers and 2M engagement likes on their designer bag post.
Certainly, this type of digital marketing comes with a cost. With fancy campaigns, comes a load of monetary spend. With the right graphic designers and creative thinkers, Jacquemus’ marketing team makes visions come to life. I have never seen these large visual ideas translate into fruition in the real world, especially when discussing other fashion companies.
Today’s topic will be focused on a new digital campaign this brand launched 2 days ago.
Under the Le Chouchou line, a new CGI advert post was released on their Instagram. The clothing collection will finally be available to the public on October 9th, 2023 causing buzz between Jacquemus fans and fashion lovers, plus new entrants and consumers to the brand who are just discovering it.
https://www.instagram.com/p/Cx5x7mnMxRc/
As shown above, there is a generally positive response from the public who have grown interested in his creative campaigns and are now excited for the collection to come out. Jacquemus generates interest in his work by creating innovative digital marketing campaigns that spark interest by not only brand-loyal consumers but others who cross the post and profile on Instagram’s Explore page.
Jacquemus’ loud marketing with this post — particularly the flipping of a huge book in the middle of a beautiful mansion garden scene is almost fairytale-like. The continuation of these larger-than-life marketing advertisements drives likes, shares, and engagements on the brand’s social pages and reaches people in and out of their target audience.
Another good use implemented by social media marketers is the utilization of capitalization that speaks to the brands’ loudness in the market. Possible keywords that Jacquemus might implement in their search marketing could also be boosting their results on the Google SERP for their clothing products. Additionally, I see sponsored posts of Jacquemus (meaning paid is going behind it) on my normal Instagram feed, even when I am not following them. This means that they are making paid search efforts to reach audiences in their target demographic, that being, “millennials, particularly female, between the ages of 16–25.”
And it’s working!
The Le Chouchou book post and all the other campaigns preceding it for their Fall 2023 launch in the last two weeks have been remarkably magical bringing a sense of mystical fun to digital marketers, and non-marketers. These campaigns are extremely visually appealing to a majority of the people who come across them. As a marketer myself, I’m rather inspired.
Digitally, Jacquemus is doing a fantastic job speaking volumes and merging creativity, expression, colors, fashion, imagination, and storytelling all in one. I can’t wait to see what they do next in their campaign landscape. Oh and by the way, their marketing team needs a raise!
Until next week,
Au revoir!
