Luxury jewellery brand De Grisogono has been using influencer marketing platform Traackr to support its presence and impact at high profile promotional events such as Cannes Film Festival.
Traackr helped De Grisogono optimise event investments through live social content and influencer marketing which produced the right content, at the right time, for the right people.
Every year De Grisogono’s marketing budget is spent on three high level events: Baselworld, founder Fawaz Gruosi’s birthday celebrations and the Cannes Film Festival. The latter represents the biggest live opportunity for the brand and this year they wanted to make sure they didn’t waste the opportunity to reach millions of people effectively through the power of social media.
Traackr’s challenge for De Grisogono was to move the brand from mass to focused communication to optimise their event presence and maximise ROI by giving relevant people live exclusive content to share to millions.
“If you look at the way conversations develop on social media, you quickly realise that conversations are created and managed by a very small number of people,” explains Nicolas Chabot, VP EMEA, Traackr. “It means that if as a brand you believe that digital and social media can contribute to the development of your business or of your reputation for example, if you look at the impact that you have with your publications, you will very likely be soon disappointed because all the engagements of brands is very limited.”
Chabot continues: “The whole point of Traackr is to help our brands identify who their influencers are based on the conversations and the topic, understand what they do online, how they talk about you, how they talk about your brand, so that you can gear your marketing activities. And Traackr will also help you measure the impact of the activities.”
Traackr has its own search engine which allows you to put in some keys words of the conversation you are interested in and then it will return the list of the people that Traackr believe are most relevant to those conversations based on three things: Reach, Resonance and Relevance. Reach measures the sizes of the audience of these influencers/individuals, while resonance measures the engagement of that audience. Relevance then measures the significance of these people to the conversation you want to have.
For Cannes Festival 2015, the brand targeted a very small number of influencers from luxury, lifestyle and fashion and started building these relationships months before the event. The team listened to conversations online to get to know them really well and to offer valuable and mutually beneficial opportunities – from VIP access, photos and interviews to producing content featuring them to share with their own social channels.
At Cannes Film Festival 2015, De Grisogono worked with a team of 24 people onsite who were focused on producing live content to tell and share the Cannes Festival 2015 story live with clients and aficionados around the world. A total of 150 photos, 16 videos and 12 stories were shared through the brand’s channels. De Grisogono’s main activities were leveraged to create content for the media and facilitate the creation of influencers’ own content. For example, bloggers and press were invited to the Martinez Hotel terrace to interview founder and jewellery designr Fawaz Gruosi. Twenty-five influencers from cinema, gastronomy, art, and music were also interviewed and given the content for them to share on social channels, blogs and magazines to gain visibility and reach new highly targeted audiences.
During De Grisogono’s week at Cannes the brand’s website saw an increase in traffic of 450% with 20K unique visitors and 100K page viewed and the product pages being viewed first.
ON top of this using Traackr and its influencer tactic resulted in the following for De Grisogono:
- 14 of the activated influencers generated 87 mentions and 19M+ impressions,
- Amongst the 49 influencers engaged, 14 shared extensively across social channels generating impressive visibility and brand awareness.
- 2K+ fans, 10K followers on Instagram and 3.8K on Twitter were recruited in two weeks.
- 500K interactions with the brand content across channels
- From 300K on Facebook and 126K on Instagram to 922 @ deGRISOGONO and 1,680 #deGRISOGONOinCANNES mentions on Twitter.
- Instagram proved to be the most popular channel for the brand and its fans, as 1.2K posts were uploaded.
Discussing using Traackr Violetta Gruosi, global social media manager, De Grisogono, explained: “While the importance of social media is agreed and understood by most of the brands and professionals, it is not so easy to make an appropriate strategic use of it. We needed to refine our approach to social media, and drive communication efforts on social media strategically and in a very targeted and focused way.
“As the communication arena becomes extremely crowded it is essential to properly focus and engage with the right influencers that can help delivering the message in a relevant way.”
De Grisogono did what no other brand had yet done in Cannes – instead of trying to talk to millions, they focused on talking to a few influential people. By making themselves relevant and bringing value to these influencers, they generated huge visibility. The team now uses Traackr all year round to manage and engage with their influencers’ communities.
Traackr says the key to success is good strategic planning for a good execution, identify the right digital influencers and create a story worth sharing.
Gruosi added: “Traackr strongly increased our capacity to engage influencers and drive conversations. Furthermore it gives us the big picture of our digital presence and of the overall conversation. An insightful but sophisticated software.”
Chabot concludes: “A lot of these brands in jewellery put relationship as the core of their business, especially in the shops. The key is how do I put relationship at the core of my online strategy as well? It’s about knowing relationship is core to your business and why would you do digital differently? You need to put relationships at the core of your digital strategy.”