This week we’re reviewing a recent campaign from the fashion industry: Armani’s launch of their new line of eyewear.
They cleverly hashtag this campaign #framesoflife, providing a link between the product and the campaign’s focus on profiling 5 beautiful people wearing their frames while going about their tres-modern lives.
Or, in Armani’s own words, here’s how they described the campaign in their launch post:
Giorgio Armani presents the new edition of #FramesOfLife with different lives being seen through different eyes. Five real life stories told through the characters’ own unique lenses.
Tapping into the recent trend of featuring real individuals, the campaign looks a 5 people they’ve selected from around the world, adding to the international sense of the brand. The participants are from the US, France, Italy, Austria and Turkey, and include a filmmaker, designer, food blogger, dancer and rodeo cowgirl. In this age of marketing and storytelling, Armani is going straight to the people to help create stories around their new eyeglass frames.
So let’s take a look at the campaign, how they rolled it out, and how it performed.
Posting and Engagement
As I mentioned in my recent article on Social Media Examiner, video is hot in social media. The Posts chart below certainly testifies to that. Note the portion of Facebook posts which are video. And on Instagram, a social network that made it’s mark with photos, 50% of the posts were video.
The posting was mostly split between Instagram and Twitter, with each getting 12 posts. 5 posts were on Facebook.
Posting volume isn’t that high, especially considering the campaign extended over 5 weeks and 3 social media networks. That averages out to under 2 posts per week per network. Not heavy posting for a new product line launch and intro.
Looking at the Engagements chart, the overwhelming majority of the engagement comes from Instagram. You can see why in the Engagement/Fans Ratio for each network. Instagram posts average .45% E/F Ratio, while Facebook and Twitter are .01%.
That means Facebook and Twitter are getting only 2% the engagement rate Instagram is. Of course, Instagram is heavily favored by the fashion industry, and the network already averages high engagement levels compared to other networks. In any event, that’s an enormous difference in engagement, and speaks to how well content stands out on that network.
Posting and Engagement Timelines
Let’s now look at the posting activity around this campaign, in the Posting by Day chart below to the left. You can see a little flurry of activity at the campaign’s inception, to introduce the concept and the website, along with the first of the subjects. All of that happens within the first week.
Then, the campaign posts once per week, on Tuesday, for each of the next four weeks, featuring the remaining campaign’s stars. And that’s it. There were no more #framesoflife posts for Armani on Facebook, Twitter or Instagram after the last day of posting featured on this chart. That’s rather surprising given the amount of resources the brand must have put into production for this content series. It also seems like they could have found a way to extend this campaign beyond five weeks, as they did a nice job setting up a regular content series every Tuesday.
Social media campaigns, and especially product launches, often involve a build up to the launch, like the campaign we covered last week. These campaigns can involve countdowns to the launch date, special early-bird offers, etc. In this case, we’re seeing the concept of the campaign launched immediately, with it then settling into a once-a-week-per-network pace for the next four weeks.
This campaign is also distinct in that the individual posts for each of the campaign stars each generated a similar level of engagement, as shown on the Engagement by Day chart below. This could have been an opportunity for the brand to see what type of subjects appeal most to the fan base, but it looks like the group they chose all have similar levels of appeal.
Some campaigns have very distinct themes throughout the duration of the campaign. In this case, however, we’re seeing no themes rising to the top outside of the campaign hashtag, per the Top Related Terms chart, below. Note that in other campaigns we’ve covered, there are often a few, if not a number of terms, that are repeated throughout the campaign, or at least in a significant number of posts.
Focusing in on a singular theme that ties all this together could likely have given this campaign more cohesion.
Looking at the top posts from each network, in the Top Brand Posts chart below, you can see that while the brand has presented these profiles as slices of typical lives, these people are anything but typical. At least in the looks department.
Looking at the metrics under each post, you can once again see the remarkable difference in performance on Instagram vs Facebook and Twitter. In both Engagement to Fans ratio (E/F), or total engagements (E).
Strive for campaign cohesion
While this campaign has all the earmarks of cohesion, including beautiful, consistent design and tone, I was left feeling a little like I didn’t quite understand why these 5 people (beyond their obvious looks), and what was the connective thread throughout all their stories. Perhaps it just needed a little more explanation up front, although I think the lack of a clear focal point was also illustrated in the term cloud, above.
Leverage your stars beyond names and faces
I was surprised to visit the campaign website, and see no social media from any of the campaign’s subjects. Furthermore, I’d have thought they would continue posting in reference to #framesoflife, and that might be integrated into the landing page, or at least in social media where the individuals would be seen in support of the brand.