In the current era of social distancing, luxury brands have had to adapt their communication strategies to digital platforms and virtual events. This shift has emphasized the need for brands to transform these new practices into meaningful social connections with their audiences.
The increase in online conversations and purchases in recent months has disrupted and enriched the production of events and content. Brands now require innovative tools to drive their business and effectively communicate with their audiences from a distance.
One agency that has been at the forefront of addressing these challenges is Mazarine. Recognizing the importance of comprehensive solutions, Mazarine established a dedicated team for digital innovation in early 2019. Through internal research and development, the agency created the Smart Player, a versatile and flexible tool that combines creative expression with cutting-edge technology.
The Smart Player has proven to be invaluable during this time of social distancing, allowing brands to overcome the lack of physical contact and travel restrictions. It serves as a complementary platform to traditional formats and caters to all audiences, including clients, journalists, influencers, and internal stakeholders.
Another example of Mazarine’s ability to enhance digital formats is the Virtual Salon Experience created for Repossi. In July 2020, Repossi unveiled its new collection to VIP clients through the “Virtual Salon” at the Vendôme store. Mazarine’s technological setup allowed Repossi’s personal shoppers to virtually guide their clients through the collection, providing a dynamic and interactive experience. This virtual boutique tour is now accessible to a wider audience, further expanding its impact.
Capitalizing on these new tools allows brands to extend the lifespan of their events and reach multiple audiences virtually. The focus will shift from quantity to quality, with a stronger emphasis on meaningful engagement and personalized experiences. As the industry continues to evolve, localized and targeted productions may become more prevalent, but they will undoubtedly be richer in content and impact.
Useful Links:
1. Mazarine Official Website
2. Repossi Official Website
