Leonie Bulman's recent articles
Dior show how to promote brand exclusivity and encourage online purchase with Lady Dior short video series
Dior show marketers how a premium brand can encourage online purchasing and strengthen its exclusive image with a series of aspirational films featuring French actress Marion Cotillard. By recapturing the prestige of owning a Lady Dior bag, the short features act as a call to action for online purchasing, showing how combining advertainment with social media can help drive e-commerce.
- Lady Dior films succeed in driving Dior’s aspirational image: Over 40% of users who comment on the Lady Dior films say Marion Cotillard and the Lady Dior bags depict the “glamour” and “beauty” which they aspire to. Many say they “wish” they could live in a “Dior world”. Lady Dior films attract double the proportion of aspirational discussion than other product-related posts on Dior’s Facebook page. This shows that the Lady Dior series successfully promotes Dior’s exclusive image, whilst encouraging consumers to talk about it online
- Lady Dior films also encourage consumer love for the Dior brand: 30% of users commenting on the Lady Dior films express their “love” for the brand. They say Dior is the “best ever” and that they “love” the brand’s “unique” style. This is a similar proportion to that yielded by other posts about Dior products, suggesting both are equally as successful in promoting brand love
- Lady Dior features encourage more purchase discussion than other product-related posts: 54% of users who comment on the Lady Dior videos say they “want” to buy or “have bought” a Lady Dior bag, a proportion which is higher than responses to other product-related posts on Dior’s Facebook page. The films are more successful in driving product desirability and purchase intent among consumers, who are drawn in by the “sublime” lifestyle depicted in the films. This is reflected in the consumers’ language: they say they desire the “dream” Lady Dior bag because they want to be as “classy” and “elegant” as Marion Cotillard
- However, the Lady Dior films don’t drive as much purchase discussion as the Louis Vuitton Mon Monogram app: 65% of users who comment on Mon Monogram – Louis Vuitton’s personalisation service – discuss the purchase of Louis Vuitton bags. This is higher than the 54% who discuss purchase in response to the Lady Dior films, suggesting offering a personalisation service is a more successful strategy to encourage online purchase