A l’occasion de la sortie de leur nouveau parfum Only The Brave High, les équipes de l’Oréal Luxe et 84.Paris ont choisi de faire vivre l’expérience de « la sensation de se trouver au sommet du monde ».
Grâce à la réalité virtuelle, les clients de centres commerciaux où le dispositif était installé ont pu vivre une expérience hors du commun.
Equipé d’un casque de réalisté virtuelle, l’utilisateur se retrouve au sommet d’un immeuble new yorkais. Le jeu consiste à marcher le long des fenêtres, et s’emparer du parfum. Pour un effet réaliste, ont été installés des planches (pour imiter le rebord des fenêtres, et qui sont visibles grâce au casque) ainsi qu’une réplique du flacon de parfum dont les joueurs doivent s’emparer. Effet de réel garanti.
Selon 84.Paris, l’expérience a généré une trentaine d’articles sur le sujet, et les vente du parfum ont augmenté de 120% dans les centre commerciaux où la campagne a été réalisée.
Chloé x Nomade
En mars 2018, Les 4 Temps de la Défense on accueillit la promotion du dernier parfum de Chloé : Nomade. Les visiteurs ont pu expérimenter la campagne publicitaire en immersion. Un espace de 120m2, équipé d’écrans digitaux, permet de plonger au cœur de la campagne de Chloé Nomade, filmée à 360 degrés.
Les sens ont été mis à l’épreuve avec une expérience olfactive pour découvrir le parfum.
L’envie de voyage a séduit les millenials.
Parfum Kenzo World 360°
Kenzo s’associe à SmartVR studio et Spike Jonze pour créer la nouvelle campagne de Kenzo World.
Le clip publicitaire explosif et coloré réalisé par Spike Jonze a été transposé en réalité virtuelle grâce à la création de cardboards personnalisés. Les utilisateurs ont pu les découvrir en se rendant en parfumerie et vivre une expérience unique : le clip transposé en réalité virtuelle.
This is not a secret for anyone anymore, China is bringing a new breath to web and digital. But Chinese market has its own specialties and its own way to work. From a westerner point of view, first steps in China may be a bit destabilizing. But learn everything again, start from almost zero and discover step by step what is so special in Chinese digital may take time! That’s why we are proposing you to discover 6 things to know about digital in China.
1 – Understand the digital landscape of China
With 1.3 billion inhabitants in China, it seems logical that the number of internet users is extremely high compared to western countries. Moreover, the way Chinese are using internet is slightly different. So, to have a better understanding of the digital environment of China and get some basis, let’s start with some figures!
2 – Internet in China: a parallel universe
Internet arrived on a permanent basis in China in 1994. In 2008, by becoming the first population on the internet, China knew a turning point. Nevertheless, Chinese government decided to control its internet, from the content exposed to the websites coming from foreign country. With its specific way to work, Chinese internet developed a parallel development compared to other countries, especially with the initiation of its censorship tool, the “Golden Shield Project” in 1998 and the beginning of its operations in 2003. This censorship and protection, allowed the country to develop its own tools and its own way to consume internet, independently from the biggest western digital companies. As a close market, China know an extreme growth since 2008 in parallel with other internet giants. The best example of this success and this extreme growth is WeChat who gained 843.2 million accounts.
Even if China has a notoriety of country of fake and copies, this is not the case in digital. It is important to understand that WeChat, Weibo or Baidu are not just copies of WhatsApp, Facebook or Google. China developed in parallel and not as a copy.
3 – The mobile, emperor of devices!
Another specialty of Chinese internet is the mobile use. The internet development in China went hand to hand with mobile devices. Indeed, after 2008 and the popularisation of smartphones, Chinese people developed their taste for internet and mobile usage. So much that the biggest tech companies in China are related to the mobile industry (Xiaomi, Huawei, Tencent…). Easy to use and cheap, mobile devices are the perfect response to the fresh appetence of Chinese people for tech products and digital. This mobile first policy allowed China to equip its population quickly and strongly and as a consequence to have a strong digital firepower at its disposal.
4 – A late entry on digital market but a huge firepower
Compared to western companies, Chinese companies arrived late in the market. But the protectionism, the “Golden Shield” and the big amount of potential users allowed Chinese companies to develop quickly and strongly. Most of the tech companies in China appeared in the late 2000’s, few years after renowned giants such as (Google, Ebay, Amazon, Facebook…), but became strong actors of the world’s internet and continue to grow (see Forbes article). Due to the ferocious protection of the government, these Chinese companies had an untouched playground to develop, test and succeed. And now their influence is so strong inside their own borders, that these companies are ready to enter foreign markets.
5 – A launch, learn, improve environment
Within this unique environment, China developed a different working model from its westerner cousins. New websites, new functionalities are quickly launched for the mass market without testing. It allows companies to learn their user’s behaviours, see bugs and problems and fix the issue. Obviously, first version of new products are not always very good or efficient. But this way to work facilitates changes and improvements to create a products that will be closer from user’s wishes and usages.
6 – QR code, KOL and e-payment
The consequences of this environment, these unique policies and the mobile success, are new ways to make marketing and to use digital for business purposes. Firstly, if you arrive in China you will notice a high number of QR codes. In your taxi, on your cup of coffee or your bill, QR codes are everywhere, contrary to western countries where the digital model excluded them. Don’t forget to include a QR code on your contents! With your QR code you can find friends, find your favourite’s brand page or pay with your mobile!
The ease of e-payment in China is also a direct consequence of the mobile success. It is important to not neglect virtual money when thinking a strategy in China, a high amount of transactions are directly done with WeChat and Alipay. Forget your wallet at home! You only need your phone!
What are these private platforms? Why are they so popular? And what are the main opportunities for brands?
Private Platforms and Users
Private platforms are mobile applications that give to user the total control of what they want to share and to who. This can include various types of messaging apps such as WhatsApp, Line or WeChat but also videos or photos apps with Snapchat and live apps as well.
Contrary to Social network apps, chat apps are not originally made to broadcast content, they are more about instant communication and direct exchanges between users.
The gap between these two types of platform is getting thinner and thinner due to the development of messaging app’s features. However, the trend proves that the enthusiasm of people is switching from social networks to instant messaging.
These platforms are increasingly popular because they are fitting to the young generation needs. Indeed, Millennials aspire to new ways of communicating and messaging apps seems to be the most adapted one.
Chat apps offer completely free services (for the moment at least) and are a good alternative to SMS and MMS. People only need to be connected to the Internet to use the app, which is not a problem anymore knowing that Wifi is accessible nearly everywhere.
Messaging apps also respond to the Millennials’ need of instantaneity. They are convenient ways for them to exchange and interact within a private environment. The fact that messaging apps are indeed closed ecosystem is very valuable for users who are seeking for more privacy and tend to be more self-oriented.
Finally, Millennials give more and more importance to experience and are looking for easy ways to connect with their brands.
The communication is changing and brands marketing strategies must evolve accordingly. Brands need more than ever to be appealing and to build a relationship with their audience. In this context, messaging apps are a goldmine! Brands have a new communication channel to reach and engage users.
Messaging apps have a higher retention rate than the other apps which can be very beneficial to companies willing implement a long-term strategy. They gathered a massive database of users who want to have everything within easy reach.
Platforms grasp the opportunity to provide more and more marketing options. Indeed, the first move of these free apps was to increase their user-base as much as possible to become big players. They are now adapting their business model to gain in profitability, by exploiting user’s knowledge.
#1 – Banners and Sponsored Advertisements to display branded content
After a long period of locking to advertisers, WeChat is offering more and more advertising solutions. The app proposes for example a banner (picture or video), sponsored or branded posts in Moments. In the same mood, Snapchat offers sponsored advertisements in its platform.
On Wechat, a publisher can target specific groups of people according to their location, interest, age, gender, device and phone network. For example, a publisher can choose to advertise 17 industries including: education, travel, finance, car, real estate, home product, clothing, food & beverage, life-style service, business service, beauty product, internet/IT, sport, medicine & health, pregnancy products, and games.
However, all messaging apps are not equal in terms of advertising solutions; define in first your goals, targets and strategy. Then you can choose the platform and digital support to reach your audience.
#2 – Key opinion leaders to propose sponsored content
KOL are influencers on social media who gather a huge volume of followers, for some of them few millions. They are usually used by brands to communicate, increase brand awareness and sell products. It is an efficient way to reach consumers in a private platform and boost marketing campaigns.
Influencers are very active and enable to target a specific audience. Using KOL gives credibility to a brand which benefits from the loyalty and the trust of its influencer’s followers.
#3 – Official Account and MiniApps to engage users with your content
Companies can also use platforms as a leverage to increase their exposure and ameliorate the customer’s experience by creating Official account or Mini apps. Users are able to directly connect with their brands and get promotional contents. It’s a different marketing approach compared to sponsored advertisement because the initiative of following the company in a first place is coming from the customer.
Messenger and WeChat are examples of platforms where it is possible to develop these features. Indeed, Wechat counts more than 10 million official accounts and can even serve as an e-commerce platform.
Thus, Official accounts and MiniApps are for brands a window within messaging apps with a great potential.
#4 – Innovative tools propose added value and involve followers
Another variable that brands should consider is the development of technologies and the creation of innovative tools inside applications. Chat Applications are integrating Bots which are intelligent and automated programs that are developed to be self-sufficient and respond to a certain type of tasks.
Every bot are smart, most of them are really intelligent but innovations are booming. This technology is a big move in the reinforcement of the communication between companies and clients. Indeed, people can now talk to their brand, ask for advices or information on products. This is a significant improvement of customer services and it provides a new client experience.
“There’s already a big opportunity now that brands are starting to understand messaging apps, and chatbots are a great entry point.”
Sephora has understood the value of this tool by developing a Chatbot on messaging apps.
It’s becoming a huge challenge for companies to exploit messaging apps. Marketers must adapt their strategies and include these apps in their landscape. It is a way to build a more intimate link with customers and gain their loyalty. However, this exercise is tricky as users’ expectations have been evolving and users are looking for more authenticity. These new marketing channels are also blurrier than other social media platforms as they are less measurable, therefore brands need a strong understanding of this ecosystem to run efficient campaigns.