Premium Insight is a study made by SAME SAME but different in order to explore the digital activity of premium brands and luxurious “Maisons”. This new edition will focus on the most innovative strategies in terms of display, emailing, e-commerce, social media and mobile. Enjoy your reading !

1. PREMIUM
INSIGHT
January 2014

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 study of a case
• A focus on a trend
• An analysis of a Chinese topic
PREMIUM
INSIGHT
January 2014

3. AGENDA
I. DIGITAL NEWS
II. JEWELRY AND WATCHMAKING RADAR
III. CASE: E-MAGAZINES
III. FOCUS: ART COLLABORATIONS
BEYOND THE GREAT WALL: OVERSEAS SHOPPING SPREES
PREMIUM
INSIGHT
January 2014

4. DIGITAL NEWS

5. NEWS
RADAR
CASE
DIOR
Introducing Dior Instagram
Dior finally launched its Instagram account in November.
The Maison created four hashtags, called “inspirations”, to organize
the content on the platform:
#DIORLIVE : latest news about the Maison, runway shows,
exhibitions
#DIORBTS: behind the scenes of the Maison and its know-how
#DIORBY: the Maison’s collaborations
#DIORTIPS: the Maison’s advice
Our opinion: Dior is one of the last luxury brands to open an
Instagram account. Ordering the platform with four categories is
original, a good and meaningful way to organize the content.
> Instagram
PREMIUM
INSIGHT
January 2014
FOCUS

6. NEWS
RADAR
CASE
JEAN PAUL GAULTIER
A Hotte Christmas by Jean Paul Gaultier
After last year’s “Le Noël des enfants pas sages”, Jean Paul Gaultier
comes back with “Hotte spot”, a digital animation for Christmas.
Why “Hotte spot”?
Because, Hotte is the French saying for Santa’s sack meaning that
Jean Paul Gaultier, will offer a “Hotte” full of presents to its users.
Because of the sensuality of the movie On The Docks, released on
October 14th and used for this interactive video.
Finally, because viewers will have to chase the hot spots in the video
to win the presents hidden behind them.
Our opinion: Another proof that interactive videos are becoming the
big deal. The video is available only on the website despite the fact
that Youtube is the player. Seems strange…
> The video
PREMIUM
INSIGHT
January 2014
FOCUS

7. NEWS
RADAR
CASE
HERMÈS
What’s in the box today?
For the holidays, Hermès launched “Hermès on ice”, an Advent
calendar starring the Maison’s famous orange boxes. Discover each
day a new animation followed by the reveal of a gift suggestion.
A fun and well animated calendar that brings a little more magic to
Christmas.
Our opinion: Among the multitude of luxury brands Advent calendars
(Dior, Tiffany & Co., Louis Vuitton), Hermès’ creativity, freshness and
humor stand out.
> The calendar
PREMIUM
INSIGHT
January 2014
FOCUS

8. NEWS
RADAR
CASE
LOUIS VUITTON
Louis Vuitton time travels
For the release of its new iPhone and iPad cases, Louis Vuitton
revisited the famous arcade game Block Breaker via an interactive
animation. Choose your gaming level in function of the cases, the
iPhone 5 for easy, the iPad Mini for normal and the iPad for hard.
The Maison also published a video with other retro games like Tetris,
Space Invaders and Asteroids.
Our opinion: This campaign brings back childhood memories and
users can spread the nostalgia on social media by sharing their
scores on Facebook, Twitter and Pinterest.
> The video and the game
PREMIUM
INSIGHT
January 2014
FOCUS

9. NEWS
RADAR
CASE
AKQA
Stargazing wishes
To celebrate the New Year, the agency AKQA, specialized in
innovation and digital services, offered a poetic holiday greetings up
in the sky. And to make the experience even more magical, the music
was composed by Robert Del Naka, also know as 3D, member of
famous Massive Attack.
What is the concept? Once you have written and sent your wishes, the
receiver will have to find them in the stars by holding up his device
(iPhone or iPad).
Our opinion: And the prize for 2014 best wishes goes to the agency
AKQA that managed to create a wonderful experience without having
to go through an application.
> The video
PREMIUM
INSIGHT
> The website
January 2014
FOCUS

10. JEWELRY AND WATCHMAKING RADAR

11. NEWS
RADAR
CASE
FOCUS
PIAGET
Time to celebrate!
For Christmas, Piaget created an interactive video highlighting emblematic pieces
of the Maison’s collection. In the video, the user is invited to click on the creations
and learn more.
The interactive video is customizable through a dedicated website. Fill out the
form, watch the preview and send it to whomever by e-mail, Facebook, Pinterest
and Google+.
The Maison also collaborated with the magazine IW and offered an interactive
shopping experience that unveils the Piaget Christmas Selection.
> The interactive video
PREMIUM
INSIGHT
January 2014
> The shopping experience

12. NEWS
RADAR
CASE
FOCUS
TIFFANY & CO.
Tiffany & Co Ho ho!
For the holidays, Tiffany & Co. created an Advent calendar, “Merry Countdown”,
a Facebook application that offers a selection of gift ideas from the Maison’s
collections.
Tiffany & Co. also introduced The Tiffany Christmas Carriage that wondered along
the streets of Paris and London. Pictures of the carriage were posted on the
Maison’s social media accounts, the #tiffanychristmas hashtag was created and a
Tiffany Holiday board was published on Pinterest.
> The Facebook album
PREMIUM
INSIGHT
January 2014

13. NEWS
RADAR
CASE
FOCUS
CARTIER
My kingdom for a Cartier
For its exhibition, « Le style et l’histoire » at Le Grand Palais in Paris, Cartier
created an application, “Joaillier des rois”. Discover the Maison’s history, its
emblematic pieces and the figures who wore them such as Marie Bonaparte,
The Duchess of Windsor or Elizabeth Taylor.
The application offers a detail of 6 important periods in Cartier’s history
illustrated by archive documents, 14 iconic figures, and 41 high definition
pictures of emblematic creations among 81 illustrations.
The iPad application is available for purchase on the Apple store for 3,59 euros.
> The video
PREMIUM
INSIGHT
January 2014
> The application

14. NEWS
RADAR
CASE
FOCUS
HARRY WINSTON
12 Days of diamond
Starting on the 13th of December, Harry Winston offered a Christmas countdown
to the Midnight strike on a dedicated page of its website, presenting 12 diamond
pieces. Every day, the Maison posted these creations on their different social
media accounts like Facebook, Twitter and Instagram.
> The website
PREMIUM
INSIGHT
January 2014

15. NEWS
RADAR
CASE
FOCUS
CHOPARD
An enchanting holiday season
For Christmas, Chopard created a tab on Facebook allowing its fans to browse
among a special Christmas selection for him and for her.
20 years of Happy Sport watches
The Maison is celebrating 20 years of its famous watch, Happy Sport. For the
occasion, Chopard created a dedicated space on its website enabling their fans to
discover each timepiece with a photographic timeline.
> The website
PREMIUM
INSIGHT
January 2014

16. RADAR
NEWS
CASE
FOCUS
BOUCHERON
JAEGER LECOULTRE
BVLGARI
To celebrate 2014, Boucheron published a video
on its different social media accounts – Facebook,
Instagram, Twitter, Youtube – wishing fans a
“dazzling New Year”. Available in French and in
English, the video illustrates the Maison’s boutique,
at Place Vendôme, “an address of exception since
1893”.
On the other hand Jaeger Lecoultre celebrated the
New Year with a “Season’s greetings” visual.
For the holidays, Bvlgari celebrated the Maison’s
Serpenti collection, referring to the end of 2013,
the Chinese year of the snake.
> The video
PREMIUM
INSIGHT
> Facebook
January 2014
> Facebook

17. CASE: E-magazines

18. NEWS
RADAR
CASE
E-MAGAZINES
Luxury brands have much to offer in terms of content. History, knowhow, news, events are spread out, strategically, on many different
platforms, either on Twitter, Facebook, Pinterest, Instagram or
Google + and Tumblr.
What seemed to be missing, was a recurring digital meeting.
Therefore, some luxury brands decided to create magazines which
would diffuse all of the Maisons’ content, on an homogeneous and
aesthetic space.
Dior and Cartier each have developed their own e-magazine.
PREMIUM
INSIGHT
January 2014
FOCUS

19. NEWS
RADAR
CASE
CARTIER
Rouge Cartier
• A monthly magazine
• Organized in four or five main subjects
• A limited offer in terms of social media
Types of content:
• Text
• Images
• Videos
Themes:
• Inspirations
• Creations
• Know-how
• Behind the scenes
• Exclusive content
> The magazine
PREMIUM
INSIGHT
January 2014
FOCUS

20. NEWS
RADAR
CASE
DIOR
Dior Magazine
• Publication of one article at a time
• Almost daily
• Launched in August 2011
• Sharing functions on Facebook and Twitter
Types of Content:
• Images
• Text
• Videos
Themes:
• Fashion shows behind the scene
• History of the Maison
• Anecdotes
• Archives
• Illustrations
• Exclusive news
> The magazine
PREMIUM
INSIGHT
January 2014
FOCUS

21. NEWS
RADAR
CASE
VAN CLEEF & ARPELS
Flipboard
On the 5th of December, Van Cleef & Arpels became the first luxury brand on Flipboard.
Their magazine, A Quest for Beauty, gathers the Maison’s different types of content.
PREMIUM
INSIGHT
January 2014
FOCUS

22. NEWS
RADAR
CASE
VAN CLEEF & ARPELS
A Quest for Beauty
An organized magazine:
• 4 main themes
• Visual pages (mosaic of pictures)
Type of content:
• Facebook
• Twitter
• Instagram
• Pinterest
• Google +
• Websites
• Tumblr
• Blogs
• Flipboard articles
Themes:
• History
• Know-how
• Behind the scenes
• News
• Creations
• Exhibitions
> The application
PREMIUM
INSIGHT
January 2014
FOCUS

23. NEWS
RADAR
CASE
OUR OPINION
Digital magazines allow brands to maintain a strong relationship with their aficionados and create special occasions
to get them together around the Maisons’ main topics.
Where self generated magazines have the advantage of the control over the look and feel, Flipboard’s added value
stands in the massive use of the platform – 85 million users. Readers’ habits are maintained, they get to create their
own magazines from their tastes and interests by adding content (from Facebook, Twitter, Pinterest, Instagram,
Google+, any rss feed) either on the desktop editor or directly from their phone or tablet.
They can also flip through the magazines of their favorite brands or media.
And, for brands, no need to create more content, since the platform gathers, in an efficient and simple way, their
entire digital ecosystems.
PREMIUM
INSIGHT
January 2014
FOCUS

24. FOCUS: Art collaborations

25. NEWS
RADAR
CASE
LUXURY BRANDS AND ART COLLABORATIONS
The line between art and luxury has always been blurry. Both are subjective, give importance to aesthetics,
have a high symbolic value.
All luxury brands use artistic fields as architecture, painting and music from every historical period - primitive,
classical, modern and contemporary art.
What seems interesting to focus on, is how these brands have managed to link their art collaborations to the digital
field.
The idea, with digital, is to enhance the experiences, focus on innovation and offer more and more visual awe.
Digital generates great results in terms of sharing and reaching – that is, if brands fully take advantage of social
media.
PREMIUM
INSIGHT
January 2014
FOCUS

26. NEWS
RADAR
CASE
FOCUS
BOUCHERON
The « B Moments »
Boucheron celebrated its 120 years at Place Vendôme with a dedicated page on
the website representing the boutique in paper artwork illuminated by beautiful
plays of light and shadow. This operation was a collaboration between the Maison
and the New-York artist, Jo Lynn, an expert in the paper art field.
Our opinion: The Maison Boucheron has managed to associate digital modernity
with the beauty and simplicity of paper art. The experience suits perfectly the
website’s ergonomics.
> The teaser
PREMIUM
INSIGHT
January 2014

27. NEWS
RADAR
CASE
FOCUS
DIESEL
Diesel Reboot
On the 14th of October, the Diesel exhibition at the Galeries Lafayette
Haussmann opened its doors in Paris. A collaboration between Renzo Rosso, the
brands founder, Nicola Fornichetti, Art director and the famous Parisian mall.
Five starring artists were selected on a dedicated Tumblr, #DieselReboot.
Our opinion: We like how this art collaboration was crowed-sourced, using
digital tools as Tumblr and a hashtag.
> Tumblr
PREMIUM
INSIGHT
January 2014

28. NEWS
RADAR
CASE
FOCUS
RALPH LAUREN
«Wake me up»
In July 2013, Ralph Lauren and the Swedish DJ Avicii, co-produced a music video
for the song “Wake me up”. It starred the cast of the brand’s Denim & Supply ad.
This collaboration was very successful and viewed 221 million times on Youtube
making it the brand’s most effective digital campaign ever.
Our opinion: This operation demonstrates once more that collaborating with
artists can lead to great results and particularly with musicians that have a
higher reach.
> The video
PREMIUM
INSIGHT
January 2014

29. NEWS
RADAR
CASE
FOCUS
ABSOLUT VODKA
Absolut and Co.
Absolut Vodka is well known for its many collaborations with the artistic field. On
the dedicated page of the brand’s website, the artists are put in the limelight in a
very modern, tech-savy and fashionable way. Discover via gifs, cinemagraphs and
videos, the work and philosophy of a sculptural couturier, an artist, director and
musician, a digital media artist and a graphic novel creator.
Our opinion: Absolut Vodka has been fond of art collaborations for a while now.
This operation offers qualitative content that we would have enjoyed seeing on
Tumblr. Too bad the brand didn’t expand the project to this platform that generates
higher traffic.
> The website
PREMIUM
INSIGHT
January 2014

30. BEYOND THE GREAT WALL: Overseas shopping sprees

31. BEYOND THE GREAT WALL
OVERSEAS SHOPPING SPREES
PREMIUM
INSIGHT
• #1 tourist population – 97 million Chinese traveled abroad
in 2013
• #1 tourist spenders - 102 billion dollars in 2012
• #1 luxury spenders worldwide
• 60% luxury goods bought outside mainland China
• A majority of individual tourists – 75% between 25 and 44
years old
• 91% of Chinese travelers use social media during their
trips
January 2014
PREMIUM
INSIGHT
January 2014

32. BEYOND THE GREAT WALL
OVERSEAS SHOPPING SPREES
PREMIUM
INSIGHT
Why spend more outside of the mainland?
• Because Chinese people are not satisfied with their local
services
• Because they want to avoid fake goods
• Because they seek unique and rare products
• Because they give importance to brands’ original
boutiques
• Because they enjoy purchasing local goods
• Because luxury pieces are highly taxed in China which
makes the overseas products cheaper
January 2014
PREMIUM
INSIGHT
January 2014

33. BEYOND THE GREAT WALL
OVERSEAS SHOPPING SPREES
PREMIUM
INSIGHT
Another interesting fact to take into account is that Chinese
people are traveling more and more alone. This growth can
be explained by two major factors:
• A new Tourism Law was passed increasing the prices of
group tours.
• Chinese people have become more comfortable traveling
alone since they are always connected thanks to social
media.
This allows them to cross the language barrier and visit
freely.
It’s a great opportunity for luxury brands that can
demonstrate and target their services.
Since Wechat gathers 600 million Chinese users, and is
massively used on a daily basis, this application seems to
be the most powerful tool to build strong relationships with
them.
January 2014
PREMIUM
INSIGHT
January 2014

34. The next study will be available in February 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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