Details was born in 2004 as a pure digital agency. After more than 10 years of experience and numerous achievements integrated campaigns, Details is now positioned as a communications agency in digital focus, but with a cross-channel know-how . If we were to define the agency in one sentence I would say this: we have a digital DNA strong, but we deploy integrated communications strategies and multi-media that mix culture brand and user orientation. Our goal: to create stories, emotions that resonate in people's lives.
The agency is organized into three business units: Digital + Print, which is responsible for the production of websites, mobile applications and advertising campaigns, Social Media BU which delivers strategies on social networks but also operational with community management and social advertising, and finally the BU Performance which is responsible for e-commerce, SEO and new products. Our customers are historically in the luxury sector and watches, with prestigious references such as Hublot, Vacheron Constantin, Corum, and many others. Over the years we have worked in various sectors like FMCG (fast moving consumer goods) with Nestlé Nespresso, L'Oreal and more institutional sectors such as banking or automobile with Honda, Infiniti, Mazda.
What are the objectives of the luxury brands that invest the digital?
The overall objectives of a luxury brand in the digital are quite simple and universal: the highlighting of products in a distinctive world, aesthetic and luxurious. Much of the strategy is based on brand awareness, desire, inaccessibility, but the importance of the drive to store is just as real for luxury brands. The consumer purchasing course must be more streamlined and seamless, subtle and effective. The success of a 2.0 communication is based on the good agreement between the ON and OFF strategies. Be true to the values of the brand, highlighting the exclusive side of the brand, provide a setting, a recognizable universe. To distinguish, luxury brands rely increasingly on the promotion of the values and brand commitment, both for its partnerships, ambassadors and other actions. The site we made for Corum is a good example. The brand's commitments are highlighted with a storytelling strategy that makes the visitor's journey enjoyable while allowing to transmit powerful messages.
In the era of digital electronics, communication channels are many, but some best practices must be observed. Globally, clients are asking more and more to redirect their actions towards a central point, their website. All other digital tools require adaptation of the brand's codes, but what matters is the cross-platform synergies. So we have more and more requests for social wall 'where the presence of a brand on social networks is concentrated in a touch point the .com brand. This increases the time to visit Internet, and provides strong visual and editorial consistency. The brand has more control over his communication.
The event-mini-sites are also increasingly preferred by our customers. They help increase traffic to their mother site, while communicating a differentiating manner on a key event for the brand. When we dwell on the watchmakers of communication over the last two years, we quickly realize the world of luxury événementialisation. Hublot is a good example for both the website Return to Antikythera, or Hublot Loves Football we have made. On the other hand, social networks are increasingly invested by luxury brands, even if for a long time past were reluctant to communicate on platforms considered 'Mass Market'. Instagram is particularly become the favorite network for many luxury brands. The commitment is very strong compared for example Facebook, and brands manage to show an aspect more 'real feel' that still they lacked it a few years ago.
Innovative technologies are obviously in the viewfinder, but even today, especially in the communication of luxury brands, trademarks favor mastered technologies. However we are increasingly asked for two aspects: the drive to store, for example with beacons, and 3D modeling. The latter allows for customization of models viewable on the sites. Customization and exclusivity are the essence of luxury brands we wonder about the best technologies available today to showcase their products in the most innovative way.
For luxury brands, what is the point of the event sites?
The interest of the event sites? This is relatively simple, when everyone is beautiful photoshoots press, cinema films etc. Make a event website is to stand out, develop its brand territory where competitors are not (yet). It is ultimately nothing less than another way out of conventional communication channels. We then speak of Awareness, Branding, reaching new targets, but also surprise the existing database.
The tone of voice and the visual world are key. We are not talking price, promotion. This is to dream, to tempt, with a nice and polished communication. We must find the best compromise between push marketing (product only), and the highlighting of the same product in a universe. If we take the example of watchmakers, all publications that contain only products are those that work best. However, it is very important in the editorial calendar to think of conversational levels: each publication sends a key message. So in a publication will be put forward such expertise in other materials and in yet another technicality movements. Objectives include the brand awareness. We speak of course of reach, but still reach and qualified commitment.
Luxury brands are aimed essentially at a niche. Is not antithetical to communicate on mainstream networks like Facebook?
Again, it all depends on the way in which we communicate. It is important to think about the media, and adjust the tone of voice, but we must remain consistent with the brand communication objectives, both visually and in terms of moderation for example. Hermes and Dior are excellent examples on Facebook: a luxurious visual world, varied and engaging content with a single voice tone, sexy and differentiating.
What are the most appropriate social networks to the luxury sector?
Social networks that put forward most images and videos are the ones that work best. Platforms like Instagram, Pinterest and Vine are increasingly preferred by the marks as they allow just this 'contextualization' products, the prominence of the annexes interests of the trademark in connection with their DNA, but especially their visual universe.