Chanel uses socially shared video to explore the brand’s long history in fashion and culture. Each video in a 12-part series explores a specific facet of Chanel’s heritage, including No5, Coco Chanel, Gabrielle Chanel, and Paris.
The day before each video was released, a teaser trailer was posted on Vine to drum up excitement. Each video was then shared on Chanel’s Facebook, Twitter and Youtube profiles. A mobile responsive microsite compiles the series and includes an interactive timeline and photo galleries. The microsite also serves as a destination for paid media. An owned hashtag (#insidechanel) compiles brand and fan conversations across channels.
The campaign blends the best of both worlds. Content within social drives to the owned microsite, where the user experience is designed to match Chanel’s luxurious voice. A responsive site also matches the larger trends of consumers, with more social usage occurring on mobile devices.
View the final video, “Pairs by Chanel”, here or read more about the campaign at Luxury Daily.