A house defined by elegance
Chanel is one of the most legendary and influential luxury fashion brands in the world, with a history that dates back to 1910, when Gabrielle “Coco” Chanel opened her first boutique in Paris. Since then, the brand has revolutionized the world of fashion, beauty, and culture, with its iconic creations, such as the little black dress, the tweed suit, the 2.55 handbag, and the Nº5 fragrance. Today, under the artistic direction of Virginie Viard, Chanel continues to embody the values and vision of its founder, who believed in elegance, freedom, and innovation.
Chanel’s marketing campaign
One of the most recent and remarkable examples of Chanel’s creative spirit is the campaign that the brand launched for Mother’s Day in 2020, in the midst of the global pandemic. The campaign, titled “Draw me a perfume,” featured children’s drawings of Chanel’s most iconic products, such as the Nº5 bottle, the camellia flower, the double C logo, and the quilted bag. The drawings were made by the children of Chanel’s employees, who were asked to express their imagination and emotions through art, while staying at home with their families.
Marketing strategy
The marketing strategy behind this campaign can be summarized in the following points:
- Chanel celebrates Mother’s Day, which is a special occasion for the brand, as Coco Chanel was inspired by her own mother to create the Nº5 fragrance, which she wanted to be “a woman’s perfume, with a woman’s scent.”
- Chanel showcases its heritage and legacy, while also highlighting its human and emotional side, by featuring the drawings of the children of its employees, who are part of the Chanel family and who represent the future of the brand.
- Chanel creates a unique and engaging brand experience that connects with the consumers, who are also facing the challenges and uncertainties of the pandemic, and who can relate to the feelings and creativity of the children.
- Chanel generates buzz and awareness, both online and offline, by creating a simple and powerful campaign that stands out from the usual Mother’s Day ads, and by sharing the drawings on its social media platforms, website, and newsletters, as well as in its boutiques and windows.
- Chanel reinforces its brand image and values, such as elegance, simplicity, authenticity, and innovation, by using children’s drawings as a form of artistic expression, and by conveying a message of hope, joy, and love.
Result of it
The result of this campaign is hard to quantify, but some qualitative indicators suggest that it was a success. According to Chanel, the campaign received positive feedback and reactions from the consumers, who appreciated the originality and sincerity of the campaign, and who felt closer to the brand and its products. Moreover, according to some media outlets, the campaign was praised for its creativity and relevance, and for being a refreshing and uplifting example of how brands can communicate during a crisis.
Conclusion
Chanel has proven once again its ability to adapt and innovate in the face of changing circumstances and consumer expectations, and to create meaningful and memorable brand experiences that transcend the boundaries of the product and the medium. Chanel’s “Draw me a perfume” campaign is not only a tribute to mothers and to the brand’s founder, but also a testament to the power and beauty of art, imagination, and emotion.