Welcome to the first installment of my blog series, the clean Tusk!
I’m here to help you unpack the many ways how successful brands stay on top of their marketing game. So book your tickets because I’m taking you on a journey through my wardrobe from the basic white tees of marketing fundamentals to the intricate embroideries of consumer behavior!
The marketing team at Jacquemus sleep tight,
because they get their basics right!
Although all their past campaigns have been just as powerful, 2023 is a year where the handbags of the french luxury brand are adamant to take their friends on vacation. From bags tramming through the streets of Paris in spring, to inflating up on the beaches of Marseille in summer, this year’s product video presentations at Jacquemus have been incredibly entertaining.
However, my trained marketing eye could not ignore how well the brand’s latest digital assets embodied the core purpose of marketing communication: to persuade, remind, inform and connect, PRIC.
Let’s disect!
P for persuade, P for Paris
It always takes a bit of convincing to get friends onboard with spring break plans and so one tends to send them beautiful pictures of locations until they give in. Similarly, the newest bags were placed literally in the seasonal hotspots of France to convince consumers to get ready with their summer plans. Enthralled by the CGI in every video, followers were sure that the Jacquemus summer was the best version of summer they had ever seen.
R for remind, R for results
Popularised by the likes of model Bella Hadid, the already famous Chiquito and Bambino models made an extremely bold statement appearing in the most unusual size and doing the most mundane summer activities. The result was that the religious followers of the brand could not get these images out of their mind and hundreds of commenters
stated that they couldn’t wait to get their hands on the latest products.
I for inform , I for it bag
In the fashion world, showing is telling! With updates to the popular nouveau hit bags, the design teams at Jacquemus collaborated tightly with the marketing team to ensure the customers know what is new moda! Street style was dictated by the colors seen in the Paris trams video and the advise on beachwear was to combine neutrals with the Pantone color of 2023, Viva Magenta.
C for connect, C for culture
Sticking strongly to it’s heritage the brand was successful with this campaign because it was able to create a connection with French spring summer culture. For those who were travelling to the locations seen in the videos, this campaign not only made mundane summer activities exciting again by giving very lively characters to the handbags, but it also provided a place and opportunity to commune with the fans of the design house. New stores opening up in the pictured cities, provided both a literal and metaphoric connection point.
Leave a Reply