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The Art of Branding Through Digital Innovation: A DLG China Presentation
Digital Luxury Group is an international company focused on pioneering digital innovation in luxury branding, showcasing a case study with Montblanc's Meisterstück collection. It highlights best practices for digital branding, including emotional connection and consistency, alongside innovative strategies like influencer endorsements and audience engagement through social media. The document emphasizes the importance of appealing to a young digital audience and fostering advocacy through interactive campaigns.
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The Art of Branding Through Digital Innovation: A DLG China Presentation
- 1. © Digital LuxuryGroup 1 The Art of Branding Through Digital Innovation The digital partner of forward-thinking luxury brands
- 2. © Digital LuxuryGroup 2 Digital Luxury Group is an international company pioneering the digital luxury revolution. Active in digital agency services and business intelligence solutions, the company has offices in New York, Paris, Geneva, and Shanghai, and benefits from a unique blend of technology and luxury savoir-faire.
- 3. © Digital LuxuryGroup 3 Branding Through Digital Innovation A DLG and Montblanc Case Study
- 4. © Digital LuxuryGroup 4 Meisterstück is… About Meisterstück… Montblanc’s iconic collection for 90 years Umbrella for 4 key product segments: Timepieces Writing Instruments Leather Goods Jewelry A key part of the brand DNA, promoting universal values of elegance, sophistication and leadership
- 5. © Digital LuxuryGroup 5 Digital Branding Best Practices
- 6. © Digital LuxuryGroup 6 Digital Branding Best Practices 1. Have a RELEVANT brand name 2. Be EMOTIONNALY connected 3. Be CONSISTENT and OMNIPRESENT 4. Get ENDORSED 5. No branding without STORYTELLING 6. Develop ADVOCACY
- 7. © Digital LuxuryGroup 7 1. Have a RELEVANT Brand
- 8. © Digital LuxuryGroup 8 1. Have a RELEVANT Brand Meisterstück Meis·ter·stück das <Meisterstücks (Meisterstückes 1. eine sehr gute Leistung Damals vollbrachte sie ihr Meisterstück. 2. ein Werkstück, das ein Meister1 für die Meisterprüfung anfertigen muss
- 9. © Digital LuxuryGroup 9 Meisterstück Meis·ter·stück das <Meisterstücks (Meisterstückes 1. eine sehr gute Leistung Damals vollbrachte sie ihr Meisterstück. 2. ein Werkstück, das ein Meister1 für die Meisterprüfung anfertigen muss 1. Have a RELEVANT Brand
- 10. © Digital LuxuryGroup 10 1. Have a RELEVANT Brand daban (literally “big boss”) Meisterstück
- 11. © Digital LuxuryGroup 11 2. Be EMOTIONALLY Connected
- 12. © Digital LuxuryGroup 12 2. Be EMOTIONALLY Connected Leverage on existing and (ideally) engaging notions to develop your message What is a Daban?
- 13. © Digital LuxuryGroup 13 2. Be EMOTIONALLY Connected In 2013, one of the buzz word in China was 土豪 (“tuhao”)… … a nickname given to the “new rich”, associated to lack of taste, understanding of luxury values and a too show-off attitude 80’000 daily searches on Baidu in September 2013
- 14. © Digital LuxuryGroup 14 2. Be EMOTIONALLY Connected Leverage on existing and (ideally) engaging notions to share your message Sophisticated and elegant leader DABAN TUHAO Tasteless and vulgar follower The Modern Rich The New Rich
- 15. © Digital LuxuryGroup 15 3. Be CONSISTENT and OMNIPRESENT
- 16. © Digital LuxuryGroup 16 3. Be CONSISTENT and OMNIPRESENT Sina Weibo as a broadcaster Montblanc leveraged on its massive audience to introduce the concept of Daban and arouse interest around this new term
- 17. © Digital LuxuryGroup 17 3. Be CONSISTENT and OMNIPRESENT Douban to build the discussion A chat room was created to invite the users to exchange about their perception and understanding of Daban
- 18. © Digital LuxuryGroup 18 3. Be CONSISTENT and OMNIPRESENT WeChat to directly reach your core audience Push messages to a highly qualified audience of followers
- 19. © Digital LuxuryGroup 19 3. Be CONSISTENT and OMNIPRESENT Baidu Baike (Wikipedia-like) as a reference for the official definition The existing Daban page (referring to a movie character) was updated in order to provide the audience with information about the semiology and the origin of the term
- 20. © Digital LuxuryGroup 20 4. Get ENDORSED
- 21. © Digital LuxuryGroup 21 Montblanc leveraged on the voice of trusted influencers… … by inviting them to tell our audience, who they believe is a Daban. 4. Get ENDORSED
- 22. © Digital LuxuryGroup 22 5. No branding without STORY TELLING
- 23. © Digital LuxuryGroup 23 5. No branding without STORYTELLING Series of tips from influencers on how to be a Daban in your daily life
- 24. © Digital LuxuryGroup 24 6. Develop ADVOCACY
- 25. © Digital LuxuryGroup 25 6. Develop ADVOCACY A WeChat game to engage the audience to participate in defining who they consider is a Daban.
- 26. © Digital LuxuryGroup 26 6. Develop ADVOCACY Montblanc WeChat followers are invited to submit their picture
- 27. © Digital LuxuryGroup 27 The community determine the Daban Index by voting Daban or Tuhao 6. Develop ADVOCACY
- 28. © Digital LuxuryGroup 28 Users are ranked according to their score, the ultimate Daban being rewarded by Montblanc 6. Develop ADVOCACY
- 29. © Digital LuxuryGroup 29 Users can share their score, or ask their friends to vote for them to improve it 6. Develop ADVOCACY
- 30. © Digital LuxuryGroup 30 Additional TAKEAWAYS
- 31. © Digital LuxuryGroup 31 Additional TAKEAWAYS 1. The digital audience is young
- 32. © Digital LuxuryGroup 32 1. The digital audience is young Speak to them Additional TAKEAWAYS
- 33. © Digital LuxuryGroup 33 1. The digital audience is young Speak to them 2. Netizens are craving for novelty Additional TAKEAWAYS
- 34. © Digital LuxuryGroup 34 1. The digital audience is young Speak to them 2. Netizens are craving for novelty Being innovative starts to become a USP in itself for luxury brands Additional TAKEAWAYS
- 35. © Digital LuxuryGroup 35 1. The digital audience is young Speak to them 2. Netizens are craving for novelty Being innovative starts to become a USP in itself for luxury brands 3. Digital innovation is hard to drive by technology Additional TAKEAWAYS
- 36. © Digital LuxuryGroup 36 1. The digital audience is young Speak to them 2. Netizens are craving for novelty being innovative starts to become a USP in itself for luxury brands 3. Digital innovation is hard to drive by technology Innovative ideas are much more relevant to develop Additional TAKEAWAYS
- 37. © Digital LuxuryGroup 37 Thank You Pablo MAURON General Manager China [email protected] +86 138 1829 4844 www.bonjourDLG.com www.linkedin.com/pmauron 37