Content is the core of any strong digital marketing strategy, and a strong narrative is the foundation of all good content.
When the iconic high-fashion house Chanel sought to revolutionize the way it engaged with customers, content and technology was at the forefront of its approach.
The 105-year-old brand has a clear advantage when it comes to storytelling – a rich history. The legacy of the company’s late founder Gabrielle “Coco” Chanel is so compelling, that the brand’s insignia – two interlocking C’s – is one of the most recognized and respected in the world.
Not only has the company managed to ramp up engagement with the development of their highly interactive, commerce-driven website, it has astutely leveraged the modernist philosophy of its creator, Ms. Chanel, best exemplified in the following quote:
Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.” – Coco Chanel
This sort of brand ubiquity certainly rings true in Chanel’s digital marketing efforts today. The label’s content-centric microsite, INSIDE CHANEL, launched in 2013, takes consumers on a narrated, highly visual ride of Chanel’s historic rise to fame – intertwining the life of Coco herself with the evolution of the company and its products, touting their respective successes in each of the ten chapters.
Opting for a true narrative approach, INSIDE CHANEL tells the brand’s story in chronological fashion, allowing consumers to immerse themselves in the story behind the company’s growth – each chapter capturing the unique story behind the brand’s iconic items.
The first chapter goes behind the scenes of the world’s most famous fragrance, Chanel No°5, created in 1921 and named for the sample number Coco liked best – details highlighted in the four-minute clip.
While the perfume’s nearly immediate, and unmatched, success can be attributed to its alluring scent and unique packaging, it can also be traced to what the brand has historically done so well – humanizing Chanel’s cultural philosophy by using real people to tell the story.
Over the years, celebrities like Marilyn Monroe, Catherine Deneuve, Candace Bergen, Nicole Kidman, and Brad Pitt have become real-life manifestations of the French label’s ethos. Their association indirectly expresses the brand philosophy – an icon of complete refinement, affluence, and high living.
Chanel’s official Instagram account has 2.2 million followers, and like their Twitter account, boasting 5.81 million followers, follows no one. Chanel has astutely leveraged its compelling narrative and banked on its brand ubiquity.
Chanel recently teased out it’s new campaign, “The One That I Want,” across their social channels. The final product recieving over 26,000 retweets and favorites on Twitter and over 344,000 likes and shares on Facebook. What can you learn from this iconic brand, besides stick with what works? Chanel sticks to their brand identity above all – exclusive, elusive, consistant, and constantly recognizable.
To learn more about how Chanel and other top beauty brands dominate on social, download our free guide: Give Your Brand a Makeover: How Top Beauty Brands Stand Out.