This case study walks you through the approach De GRISOGONO used to optimize event presence and investment by giving a few highly targeted influencers live exclusive content to share with millions.
Fawaz Gruosi, one of the most prolific designers of our time, established Swiss luxury jeweler De GRISOGONO in 1993 in Geneva. Credited as the man who initiated the black diamond craze, his brand has become a signature style innovating in the art of fashioning gold by means of volumes and dusky stones.
Every year, De GRISOGONO’s marketing budget is spent on three high level events: BaselWorld, the global B2B watch and jewelry trendsetting show; Fawaz Gruosi’s birthday celebrations in Sardinia and the Cannes Film Festival. As one of the world’s most prestigious events, the latter represents a huge budget but also the biggest key live opportunity for the brand.
De GRISOGONO, supported by Digital Strategy Consultant Henri d’Anterroches, wanted to optimize their investment and this unique opportunity to reach millions of people beyond the few who are actually able to attend the event.
What we proved in Cannes is that talking to the right people, focusing on a few and being relevant to them brings maximum visibility. Traackr is an amazing tool to push the right information to the right people at the right moment.
—Henri d’Anterroches Digital Strategy Consultant and MD at PlurisMedias
Day by day Cannes Festival 2015 storytelling
De GRISOGONO aims to foster a universe where luxury is an art of living. For the Cannes festival, the brand worked with a team of 24 people onsite who were focused on producing live content to share the Cannes Festival 2015 story with clients and aficionados around the world. A total of 150 photos, 16 videos and 12 stories were shared through the brand’s channels. De GRISOGONO’s main activities were used to create content for the media and facilitate the creation of influencers’ own content:
Establishing strong and close relationships with influencers
De GRISOGONO engages with key influencers all year round but live events provide unique opportunities to create impact and establish new relationships. For Cannes Festival 2015, the brand targeted a very small number of influencers from luxury, lifestyle and fashion and started building these relationships months before the event. The team listened to conversations online to get to know these influencers and offer them valuable and mutually beneficial opportunities – from VIP access, photos and interviews to producing content featuring them. Throughout the event, 49 key influencers were activated: Throughout the event, 49 key influencers were activated:
De GRISOGONO did what no other brand had done in Cannes - they focused on talking to a few influential people, instead of trying to talk to millions. By making themselves relevant and bringing value to these influencers, they hugely increased visibility. The team uses Traackr all year round to manage and engage with their influencers’ communities, which enabled them to optimize the onsite opportunities at Cannes and reach new highly targeted audiences:
De GRISOGONO's strategy is to focus on content marketing and a few but valuable and strong relationships, experiences and conversations with key influencers to create and share an emotional bond with the brand and drive brand awareness with their audiences
—Gianluca Maina Global Marketing and Communications Director, De GRISOGONO
By leveraging the live event to produce real time social content and engage with the right influencers, De GRISOGONO reached millions of people and optimized their Cannes Festival 2015 investment.
Good strategic planning for a good execution
The De GRISOGONO team started working on targeting the few but highly relevant influencers six months before the event giving them time to:
Go for effectiveness, not numbers
Instead of focusing on influencers with the largest audience, the team focused on building relationships with niche influencers who would give them visibility to a highly relevant audience. They also targeted a small amount of influencers across different industries to reach new audience segments.
Not about the money but providing value
De GRISOGONO made it easy for influencers to associate with the brand by providing them valuable benefits. Except for a few influencers to whom they offered gifts in kind or accommodation, they did not compensate influencers’ engagement. Instead
they created value helping them to increase their audience and improve their authority with their existing community.