In order to drive awareness and brand favorably with target consumer audiences, French fashion house and online retailer Chloé orchestrated an online campaign featuring several blog sponsored placements with top fashion bloggers. Not only did Chloé’s influencer marketing campaign succeed with eliciting favorable audience sentiment, but did so by asking the world’s most influential fashion, beauty, and lifestyle bloggers to create exclusively branded content on their “Love Story” fragrance theme.
Founded in 1952, Chloé was one of the first brands to debut high end made-to-wear “prêt-à-porter” fashion collections. Since it’s inception, Chloé has worked with many well-known fashion luminaries including Karl Lagerfeld, Stella McCartney, spokesmodel and actress Chloë Sevigny, and can count several celebrities such as Natalie Portman and Kirsten Dunst as high-profile clientele.
Though Chloé’s storied history is both impressive and longstanding, the traditional fashion brand is one of many companies marketing to coveted demographics only available on digital, mobile, and social media networks. As demonstrated by their Love Story campaign, Chloé has adapted its marketing and advertising strategy to prominently feature top fashion bloggers and therefore ensure the dissemination of their brand amongst high-traffic sites and adjoining social media publishing channels.
In today’s digital age, brands like Chloé realize the importance of staying relevant with consumer audiences by both meeting them at critical touch points online and also marketing with the right digital and social media tastemakers. In a recent research study published in Digiday, select fashion and beauty brands are able to drive sales, brand lift, and favor with consumer fan followings by working with key influencers.
At the time of this case study’s publication, Chloé’s Instagram (989K followers) is one of the handful of brands nearing or exceeding the “millionaire’s club” as termed in Digiday’s latest article featuring research from top fashion and beauty brand channels on Instagram. Their channel does feature images of traditional runway fashion models, but more importantly for consumer traction and reach, Chloé’s Instagram channel features posts from the most influential top fashion bloggers sporting items from their most recent seasonal collection including Chiara Ferragni (blogger of The Blonde Salad and top Instagram influencer with 4.3 million followers on her personal channel) and Song of Style blogger, Aimee Song (2.4 million followers).
For Chloé’s Love Story influencer marketing campaign, top fashion bloggers provided a large and dedicated consumer base with highly individualized sponsored content (non-scripted, and tailored to each influencer’s “love story”) to elicit social conversation for the brand’s product launch. Partnering with top fashion bloggers is a critical step when seeking to build rapport, substantial customer lifetime value (CLV), and brand affinity with customers. By creating an innovative influencer marketing campaign, Chloé was able to connect and engage with potential consumer audiences for brand/product discovery and a critical touch point for digital and mobile sales.
With successful influencer marketing, the goal is to create sponsored content that seamlessly integrates the product into each influencer’s daily lives in a way that feels genuine and authentic to their fans and followers. Here are select examples from Chloé’s sponsored blog posts with top fashion bloggers. Each blogger interpreted and wrote descriptively about their experience with Chloé while capturing evocative images true to their design aesthetic for personalized branded content.