This document provides an overview of digital strategies in the luxury sector, focusing on innovative display, e-commerce, social media, mobile, and O2O approaches. It includes: - A review of major digital news from luxury brands such as L'Oreal Paris, Michael Kors, Just Cavalli, Chanel, and others - A closer look at digital strategies in the jewelry and watchmaking sector from brands like Tiffany & Co., Cartier, Van Cleef & Arpels, and others - A focus on interactive videos as a growing trend, providing examples from 2005 to the present - An analysis of Singles' Day in China, which has become the world's largest e-commerce

1. PREMIUM
INSIGHT
December 2013

2. PREMIUM INSIGHT
PREMIUM INSIGHT
SAME SAME but different
Premium Insight is an overview of the digital activity of premium brands
and luxurious “Maisons” focusing on the most innovative strategies in
terms of display, e-commerce, social media, mobile and O2O...
Founded in 2009, SAME SAME but different is the strategic and creative
digital agency of luxury and major brands: Digital operations and website
design / e-influence campaigns / Mobile solutions / Digital In store /
Consulting & training for leaders.
This issue is composed of:
SAME SAME but different works world-widely with offices in Paris,
Shanghai, Hong Kong and New York.
• A review of the main digital news
• A closer look to the jewelry and watchmaking sector
• A focus on a trend
• An analysis of a Chinese topic
PREMIUM
INSIGHT
December 2013

3. AGENDA
I. DIGITAL NEWS
II. JEWELRY AND WATCHMAKING RADAR
III. FOCUS: INTERACTIVE VIDEOS
BEYOND THE GREAT WALL: SINGLES DAY
PREMIUM
INSIGHT
December 2013

4. DIGITAL NEWS

5. NEWS
FOCUS
RADAR
L’ORÉAL PARIS
Enhancing underground beauty…
For one month starting the 4th of November, L’Oréal Paris offers New
Yorkers the first intelligent vending experience in the city’s subway,
at the Bryant Park station.
L’Oréal Paris Intelligent Color Experience is a three step process:
the “magic mirror” analyzes what you are wearing, then offers
a color-matching selection of cosmetics, and lets you purchase
directly from the machine.
Once you are done, L’Oréal invites you to share your experience
on Twitter, by publishing a picture of your new look followed by
#bringyourbold.
The famous model Coco Rocha offered a demonstration of how
the machine works.
Our opinion: Quite a daring move from L’Oréal with this surprising
location and innovative experience. A good strategy to get closer
to the customers in a fun and useful way.
PREMIUM
INSIGHT
> The website
December 2013
> The video

6. NEWS
FOCUS
RADAR
MICHAEL KORS
Me, MySelma and I…
Michal Kors launched a digital campaign for the Selma handbag that
targets the brand’s fans.
On the 21st of October, a contest was created.
The concept ? Take a picture of your Selma bag around the world
followed by #JetSetSelma and post it on Instagram.
A selection of the best pictures appear in a gallery on the Michael
Kors website.
As of today, the brand has chosen 77 photos of Selmas shot in
various contexts, creating a fun and beautiful gallery that has been
projected at the Palais de Tokyo. The winner has been rewarded with
a brand new Selma.
> Instagram
> The gallery
> The application
Our opinion: User generated content can work! Jetsetselma shows that followers have evolved and are
know able to create beautiful content. Moreover, these pictures found their purpose in a brand event.
An operation that highlights the power of the bag, of the clientele, of the brand…
PREMIUM
INSIGHT
December 2013

7. NEWS
FOCUS
RADAR
JUST CAVALLI
Just a bite, but not only…
On the 15th of October, for the launch of its new fragrance “For
Him”, Just Cavalli created a game on Facebook called “Just a Bite”
available on desktop, iPhone and iPad.
Go back in time to find out what happened last night, how the
mysterious Cavalli logo got tattooed on your hand and who it is
linked to.
Visit different locations – apartment, parking lot, streets of New York,
night club and roof top.
The experience is linked to your Facebook profile - you’ll find
pictures of your friends or books that you have marked as read on
your profile.
At the end of the game, share your experience and/or participate in
the contest in order to win one of the new fragrances.
Our opinion: Just Cavalli offers a videogame-like experience.
The idea of putting a few hints from the user’s Facebook profile was
interesting yet not exploited enough.
Instead of offering the opportunity to participate in a contest at the
end of the game, why not have merged both?
PREMIUM
INSIGHT
> The Facebook application
December 2013
> The iPad application

8. NEWS
FOCUS
RADAR
CHANEL
Fly me to the Moon(phase)…
On the 17th of October, the Maison Chanel launched a digital campaign
composed of a website and a video to promote the revisited J12
Moonphase wristwatch from the decade old J12 collection.
The specificity of this watch is that it informs you of the lunar calendar’s
phases.
Chanel sends its fans to the moon on an interactive website.
Scroll through the website and discover a video, the collection details,
a moon calendar and a store locator.
The Maison invites you to fly through the years of the lunar calendar
section where you will find out everything about the different phases
of the moon.
Our opinion: The website is well done, the idea is interesting and
consistent with the product being promoted. Our only regret is that
they didn’t link the operation to social media. They could have you
share, for example, the lunar phase of your birthday…
PREMIUM
INSIGHT
> The website
December 2013
> The video

9. NEWS
FOCUS
RADAR
DOLCE & GABBANA
Dolce, Gabbana & family…
On the 22nd of November, the Maison launched the DGFAMILY project
and invited its fans to share their family pictures on their website.
In order to submit your photo, either sign up on the website or login
through your Facebook account.
So far the platform has collected 47 pages of pictures.
The project is also shared on Pinterest, Instagram and Twitter, where
users post their photo followed by the #DGFamily hashtag.
A few celebrities like Peaches Geldof and Stefano Gabbana participated
in the project sharing their own family pictures.
Our opinion: This project is a nice way to promote a value, family,
that is very coherent with the brand’s communication. A poetic crowdsourced project that will definitely strengthen the bond between the
Maison and its fans on numerous social platforms.
PREMIUM
INSIGHT
> Participate
December 2013
> The gallery

10. NEWS
FOCUS
RADAR
GUERLAIN
Hanging out on the Champs Élysées…
On the 22nd of November, the Maison Guerlain invited its fans to discover
its brand new flagship store on 68 Champs-Élysées, by creating a virtual
tour available on Google+ and Google Hangout.
The event started at 11:30am and was hosted by representatives of the
brand and special guests such as Natalia Vodianova, house perfumer
Thierry Wasser…
Our opinion: A good way to share with the entire world, what has now
become the world’s biggest boutique. This reopening was also a good
occasion to talk about the Maison and its key products.
Was it effective, did it reach a lot of people? Hard to tell…
> The video
PREMIUM
INSIGHT
December 2013
> The website

11. JEWELRY AND WATCHMAKING RADAR

12. NEWS
RADAR
FOCUS
TIFFANY & CO.
At the end of October, Tiffany & Co. launched their new website with additional
services:
- History and know-how about each collection
- Diamond consultant in the engagement ring section (e-mail, phone, instore)
- New filter tools in the wedding ring section
Update of the “Tiffany & Co. Engagement Ring Finder” application, that now allows
women to visualize how each ring would fit on their finger by taking a picture of
their left hand.
Our opinion: Tiffany’s new website is an aesthetic, well organized and modern
platform. The application is interesting, let’s see if they expand the concept to their
entire line of products…
PREMIUM
INSIGHT
> The application
> The website
December 2013

13. NEWS
RADAR
FOCUS
CARTIER
Cartier released its Winter Tale video on the 19th of November.
The campaign allowed the brand to create an Instagram account on which they
posted teasers of the video.
Winter Tale pages on the website and on Youtube that shows the video and
a selection of Cartier gifts suggested for Christmas.
Re-launch of their Twitter account that had been inactive since 2010.
Our opinion: The Maison Cartier remains very powerful in terms of video. However,
it is lacking social impact despite the re-launch of its Twitter account and the
creation of an Instagram account that displays less than 10 pictures.
> Instagram
PREMIUM
INSIGHT
> Youtube
> Twitter
> The website
> The video
December 2013

14. NEWS
RADAR
FOCUS
VAN CLEEF & ARPELS
Interactive video (except on iPhone) that invites the user to discover the different
pieces of the Diamond Breeze collection and the Maison’s know-how.
> The video
JAEGER LECOULTRE
On October 1st, Jaeger Lecoultre invited its fans to discover the Duomètre Unique
Travel timepiece and how it functions thanks to a digital tutorial.
PREMIUM
INSIGHT
> The tutorial
December 2013

15. NEWS
RADAR
FOCUS
CHOPARD
The Maison Chopard launched its new website on the 20th of November now available
in seven different languages – English, French, German, Spanish, Italian, Chinese
and Japanese.
> The website
PIAGET
On the 27th of November Piaget released a new application,
the “Master in ultra-thin Major complications” for iOS that allows users to discover
the Maison’s ultra-thin watches thanks to descriptions and videos and also
experiment “an acoustic of rare quality” thanks to an interactive section.
PREMIUM
INSIGHT
> The application
December 2013

16. FOCUS: Interactive videos

17. NEWS
RADAR
FOCUS
INTERACTIVE VIDEOS
Interactive videos seem to be the trend of the moment.
Pharrell Williams and 24 hours of happy, Bob Dylan’s Like a rolling
stone, so many great examples that have aroused our curiosity.
Music has definitely lead the way in terms of interactive videos but
today more and more brands are taking advantage of this amazing
tool.
Let’s go back to when it all started, in 2005…
> Pharrell Williams video
PREMIUM
INSIGHT
December 2013
> Bob Dylan video

18. NEWS
RADAR
THE SUBSERVIENT CHICKEN 2005
FOCUS
> The case
The Subservient Chicken was one of the very first interactive videos
created.
Thanks to a search bar on the bottom, users could ask « the chicken »
whatever they liked. Hula hoop, jumping jacks, dance, push-ups: you
name it, the chicken will do it.
GREAT POCKETS NOKIA 2007
Meet Henry Needle in his tailoring shop: he’ll introduce you to his
brilliant invention, «Great Pockets», enabling you to carry on yourself,
computer, camera, and all of the different tools you can find in a phone.
An ironic and well done video, especially knowing it was produced in
2007.
PREMIUM
INSIGHT
> The video
December 2013

19. NEWS
RADAR
FIRST INTERACTIVE VIDEO ON
YOUTUBE 2008
FOCUS
> The video
This card trick was the first interactive video to appear on Youtube.
The magician asks you to remember one of the cards displayed at
the beginning of the video. Then you must click on the hidden card
you think is the one you remembered. After having clicked you are
redirected to another video and shazam! he “amazingly” omits to
display the one you picked!
THE TIPPEXPERIENCE ON YOUTUBE
2010
> The video
Same concept as the Subservient Chicken video but very well
integrated into Youtube, the tippexexperience makes you white and
write the title of the video which changes according to the verb you
pick. The experience generated a huge buzz with around 10 million
views. A sequel was created in 2012.
PREMIUM
INSIGHT
December 2013

20. NEWS
RADAR
FIRST INTERACTIVE VIDEO IN THE
LUXURY SECTOR 2011
FOCUS
> The video
In this video, the user is invited to chase Longchamp’s Balzane bag
through the streets of Paris, by selecting the destinations along the
way.
FIRST INTERACTIVE SHOPPABLE
MUSIC VIDEO 2012
> The video
This music video created for the online international retailer Ssense
allows users to shop directly from the clip the styles of the different
artists starred.
PREMIUM
INSIGHT
December 2013

21. NEWS
RADAR
FIRST 360° INTERACTIVE VIDEO IN
THE LUXURY SECTOR 2012
FOCUS
> The video
Van Cleef & Arpels invited you to experience a 360° virtual tour of the
Maison’s legendary workshops. By clicking on the hotspots, discover
the various informational contents (video, text, photo).
FIRST INTERACTIVE VIDEO ON
MOBILE 2013
> The video
This Maybelline video, #TheGlamourEye, featuring stylist and blogger
Kelly Frammel, offers viewers the opportunity to click to choose which
signature make-up looks they want to learn about. Viewers were also
able to live the experience on mobile thanks to an HTML5 version,
avoiding the download of an app which still remains inconvenient.
PREMIUM
INSIGHT
December 2013

22. NEWS
RADAR
OUR OPINION
After having overviewed the interactive video landscape, there are three main types of videos:
THE CONVERSATIONAL / THE INFORMATIVE / THE NARRATIVE
The time has come for videos to finally offer an experience designed for interactive tools: viewers are finally taking control.
With interactivity, give them what they want and make sure they don’t miss a single piece of what you have to say and show.
With interactivity, entertain and surprise your audience - especially in the luxury sector that is very demanding in that matter.
With interactivity, explore a fantastic playground and engage with people by putting them in the limelight.
With interactivity, be efficient, keep your customers’ attention, be impactful and memorable.
PREMIUM
INSIGHT
December 2013
FOCUS

23. BEYOND THE GREAT WALL: Singles’ day

24. BEYOND THE GREAT WALL
SINGLES’ DAY
PREMIUM
INSIGHT
December 2013
All the single Chinese!...
What is 11.11? A brilliant marketing creation made
in China that celebrates individuality.
And what better date than the 11th of November with
its 4 single digits to celebrate it on?
Originally, this day was initiated in the 1990s by
singles in universities, but the date really became
massive on 11.11.11.
The concept is quite simple: treat yourself!
PREMIUM
INSIGHT
December 2013

25. BEYOND THE GREAT WALL
SINGLES’ DAY
PREMIUM
INSIGHT
December 2013
…Now take your cards out!
Singles’ Day has become the world’s biggest
e-commerce event gathering extraordinary sales
numbers.
This year, Alibaba, China’s biggest e-commerce
company, generated $5.75 billion in one single day!
The company reported 402 million unique visitors
on its sites.
Taobao generated 4 billion euros and the cosmetic
and skincare brand Clinique, 1 million euros.
Impressive numbers that made Singles’ Day, in
terms of sales, more profitable than Chinese New
Year or any other holiday.
PREMIUM
INSIGHT
December 2013

26. The next study will be available in January 2014
Michel Campan - mcampan@samesameparis.com
Victor Yang - victor@samesamechina.com
Julien Gaubert-Molina - julien.gaubertmolina@samesamehk.com
Emmanuel Duran Campana - emmanuel@samesameusa.com
samesameparis.com
samesamechina.com
samesamehk.com
samesameusa.com
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