Kendall Jenner is out walking her dog in full glam. The paparazzi flock to her. A$AP Rocky goes out dinner. The paparazzi ensure they get all the images of him and Rihanna. The cycle repeats as the two go about their respective days in impeccable style. Vogue uploads articles about the two, fashionistas post about their fashion sense, and the whole fashion world dissects how to get the look. Months later those same images are posted on the respective social media pages, this time with the trademark white Bottega Veneta writing across the pictures. It was a campaign all the long.
Even though they have social media presence of their own, the Bottega team licensed the photos, taken by those photographers and then used them for their campaign. It allowed the brand to capitalize on the social media machine and use it to their advantage. Other people were talking about the brand. Other people were resharing the images. Yes, you can say this was savvy marketing, because they essentially used a guerilla marketing approach that brought it novelty that got people talking even more.
By using celebrities going about daily live rather than staged photo shoot conveys meaning to clothing. These are clothes that you can wear every day to add those touches of luxury to your life. These are the clothing pieces that can make you a style icon. These items are so comfortable you can go for a run and you won’t mind wearing them while shopping all day. Daily life is the runway for us regular folk. The clothes seem more real and even more desirable.
I am looking forward to seeing what comes next with this new marketing landscape. How will other brands respond? What will Bottega Veneta do in the future?
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