Starbucks’ CEO, Howard Schultz took out a full page ad in the New York Times last Sunday. Except, it didn’t look like an ad.
If you want to raise awareness, buy an ad. If you want to increase demand, create content.
Presented as an attempt to recreate the magic felt when falling in love, The Van Cleef & Arpels Love Stories campaign doesn’t evoke a modern day love affair feel. I am lost within it’s beautiful scapes and models but wonder what would make a young urban female (audience as defined for this campaign effort) to share the video with friends. By rethinking luxury marketing and opening up the campaign to a wider content creation and brand distribution approach, both Van Cleef & Arpels and Elle Magazine may have garnered a larger return.
Word-of-mouth Marketing can be much more powerful than TV ads. But making it work isn’t as simple as buying air time. The Tippingpoint Labs Online Brand Value chain demonstrates how brands can produce and distribute content online that reaches their audience better.