Michael Kors, A Luxury Luxury Brand, Tries To "Socialized Marketing".

< p > the high-end a href= "http://sjfzxm.com/news/index_s.asp" fashion brand "/a" Michael Kors, which is characterized by "light luxury", has not only a unique brand style, but also a difference from the conventional luxury brands in terms of marketing.

Social media has always been a marketing channel which MK attaches great importance to, and digital marketing occupies a very large proportion in its global marketing investment.

It is MK's outstanding performance in social media that made it known as the top fashion brand in social media in 2013 by social media analysis agency Starcount, and even defeated powerful competitors such as Burberry, a href=, LV, /a and so on.

Like most of the fashion brands that make good use of social media, MK is content intensive, and actively advocates UGC (User Generated Content, user generated content). At the same time, it has some unique features.

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< p > < strong > 1, extending the function of social platform, making social interaction more interesting < /strong > /p >

< p > if fans on the social platform can only see the new product information, collocation skills and fashion information released by the brand, then praise, comment and share.

Having learned that more and more users even log on to Facebook through mobile terminals, MK decides to graft Facebook mobile clients and app to extend the function of social platforms.

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< p > this campaign, called "What She Wants", was launched by on Mother's day in 2012. It is to raise the brand exposure and purchase rate by providing daughters with the ingenious idea of mother's Day gifts.

In this activity, MK focuses on mobile terminals, caters to a large number of consumers who like to use mobile phones, and improves their participation in activities.

During the activity, users who log on to Facebook to view the MK home page will notice the activity prompts. You can log in to app to view, buy or win MK's mother's Day gift as soon as you have a little bit of it.

At the same time, the convenient link between app and MK e-commerce website has also increased the purchase conversion rate.

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< p > actually, the activities of mother's day are very simple and can't be very creative.

However, it is worth affirming that MK can see the consumer's media habits and integrate them with the target consumers in a completely new and simple way.

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< p > strong > 2, dare to be the first person to eat crabs, and boldly try the new path of social marketing < /strong > < /p >

< p > in Levi "s" as an example to demonstrate how Instagram advertisement works, MK is full of expectation and is eager to try.

Shortly afterwards, MK released its first Instagram advertisement in November 1, 2013, and became the first brand to publish advertisements in Instagram.

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< p > according to professional research Instagram platform Nitrogram monitoring and analysis, this advertising release has achieved good results.

Data show that this display of MK watch advertising brings 33000 new fans to the brand, and the advertising pictures themselves have harvested 218000 Zan in 18 hours, which is 370% higher than that of MK's usual photos.

Of course, the high praise rate does not mean that everyone is willing to see this form of advertising.

20% of the comments showed obvious disgust, only a few people expressed their support attitude, while 1% of the comments showed a clear "a href=" http://sjfzxm.com/news/index_s.asp "purchase" /a tendency.

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< p > although Instagram advertisement has yet to be verified, it is still unknown whether MK can continue to benefit from this new form of socialized marketing, but MK has become the first person to eat crabs, enough to see its attention and attention to social media.

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< p > strong > 3, grounding gas, pioneer the new market with social media, < /strong > /p >

When p MK launched its marketing campaign in China, social media continued to play an important role.

As Lingjia, manager of Internet promotion and customer relationship management at MK, said, "social media is the first step in our layout".

When the first MK store opened in Beijing, MK cooperated with the roadside network, launched a campaign to sign in and win prizes, and co operated with sina micro-blog and watercress.

At the same time, MK launched a "JetSetter search warrant" on Sina micro-blog, calling on consumers to "frequent friends who fly to all parts of the world to enjoy life" and let MK advocate a free and straightforward lifestyle.

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Compared with the performance of foreign social media, MK's use of social media in China is still in its infancy. Micro-blog is still the main player in P, and the use of other social platforms still needs to be excavated.

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