Webisodes that are an essence of you
Designer brand Cacharel developed a web series which bears the same name as one of their fragrances Amor Amor. The show follows a character named Emma through her blog posts on a variety of topics: beauty rituals, love experiences and cultural tips. Viewers are invited to comment and participate in the writing exercise for future episodes.
Why it matters
The web series tries to embody what love represents for the brand’s target audience. By inviting viewers to collaborate in the evolution of the series, Cacharel is probably betting that the audience will relate more closely with the story and ultimately, the brand.
Can a web series be an effective way to reinforce female customers’ loyalty?
L’Oréal has launched a new e-recruiting campaign through a Facebook application named “Talentube”. To participate, fans of the brand must produce a creative video introducing themselves, upload it on Facebook or Youtube, and create social media buzz with their content. If selected, they will be invited to a Skype interview.
Vichy has partnered up with designer fridge brand Smeg to promote its Aqualia Antiox range. The “Big Ice” in Milan is a huge ice-cube at St. Lorenz Columns. Inside the ice cube is a Smeg fridge people can win, to then keep their Vichy beauty products at the right temperature.