Daisy Dream fragrance
U.S. fashion brand Marc Jacobs is looking to make it onto Valentine’s Day wish lists with an advertisement featuring the Daisy fragrance on Elle’s mobile Web site.
Elle readers were not exposed to the banner ad until they clicked through to read an article. Engaging with a mobile reader within an article allows the brand to ensure that the viewer is planning to be on the Web site longer than a quick news update on Elle.com’s home screen.
“Banner ads, as a highly targeted and trackable media, can play a valuable part along the customer journey, not only to boost brand awareness but to drive immediate purchase consideration,” said Jocelyn Bull, regional vice president North America at Somo, New York.
Ms. Bull is not affiliated with Marc Jacobs, but agreed to comment as an industry expert.
Marc Jacobs was unable to comment by press deadline.
Mobile scents
When the reader decides upon an article they are interested in and clicks-through the text of the story, they are greeted with a banner ad featuring young girls in white lounging on a field of green grass.
The advertisement is similar to the ones that were seen in Marc Jacob’s Daisy Dream advertisements last summer where models were shown in fields of daisies. The social video was directed by Sofia Coppola to advertise its new Daisy Dream fragrance (see story).
Marc Jacobs ad
As the reader remains on the page, the image changes to portray three glass perfume bottles. Upon closer glance it is evident that the gold bottle is Daisy, the blue is Daisy Dream and the last is Daisy eau de parfum.
Next to the bottle the advertisement says “Daisy, Marc Jacobs, the fragrance for women, shop now.” The click-through link brings consumers to LVMH-owned Sephora’s Web site in the ecommerce section featuring Marc Jacobs Daisy.
Marc Jacobs ad
The click-through page is split into “what’s new” and “best sellers.” Consumers can slide the images of products across the screen and click upon the one they are interested in learning more about. The price of each item and the peer rating from Sephora consumers are also seen on the click-through page.
Mobile decisions
Appealing to consumers through mobile ads is tricky with the plethora of options marketers have. Deciding to click-through to the brand’s Web site or a third party ecommerce site or figuring out the right time of year to advertise can be difficult.
Some brands choose a holiday to center a mobile campaign around such as jeweler Lagos’ promotion of Valentine’s Day giftables with a takeover advertisement on the mobile-optimized Web site of New York magazine’s The Cut.
The U.S. jeweler took over the homepage and fashion page of The Cut, as well as displaying banner ads throughout the site. All ads highlighted Lagos’ signature heart pendant necklaces as part of the brand’s “So Much to Love” holiday promotion (see story).
Similar to Marc Jacobs, LVMH-owned sparkling wine brand Domaine Chandon chose to engage consumers on Elle’s mobile site through video advertisements that highlighted the brand’s limited-edition holiday bottles.
Lifestyle expert Taylor Sterling starred in these videos that took over the screen on Elle magazine’s mobile site. By spreading across the screen consumers were able to get a glimpse into Chandon’s holiday campaign and those with their mobile device’s sound on were able to receive some tips from Ms. Sterling (see story).
For others the decision lies in where to have a click-through land. Marc Jacobs likely chose Sephora so consumers could go straight to an ecommerce platform.
“Having the Sephora ecommerce page as a click-through destination enables March Jacobs to directly convert prospects into sales via a reputable retail partner,” Ms. Bull said. “In this case the linked-to page is dedicated to the products being promoted in the banner, which should have a positive impact on conversions.”
Final Take
Nancy Buckley, editorial assistant on Luxury Daily, New York