企业策略 JNA September/October 2022 | 31 We do not have one favourite influencer, but we have one favourite profile – a balanced mix between style, singularity and shared values. – Hélène Poulit-Duquesne, CEO, Boucheron than 22,000 influencers, social media influencers must register with the Media Authority and divulge information about their company on their respective accounts. Influencer marketing is likewise coming under closer scrutiny in the US. The Federal Trade Commission (FTC) requires good disclosure of endorsers’ relationship to a brand on social media. Any material connection to the endorsed brand –whether personal, familial, employment or financial such as free or discounted products and services or outright payment – should be made obvious in the endorsement message in influencers’ social media feeds. The FTC is currently reviewing its guidelines for stricter compliance. The evolving landscape may prove daunting for influencers and brands but this dynamic channel continues to play an increasingly pivotal role in luxury brands’ marketing strategies. Boucheron’s take According to Hélène Poulit-Duquesne, CEO of Boucheron, the company started with traditional celebrity endorsements. It continues to work with celebrities who wear Boucheron jewellery during big-ticket events like the Cannes Film Festival and prestigious awards ceremonies. “Celebrity collaborations are a great way to express Boucheron’s ethos on style and diversity. Some talents quickly become friends of the maison,” shared Poulit-Duquesne. In 2020, the jeweller named influential women in the entertainment and fashion world – Nour Arida, Alexa Chung, Zhou Dongyu, Hannah Quinlivan, Youn-Jung and Rola – to represent the house as part of its “Together as One” year-end campaign. As international ambassadors, the women embodied Boucheron’s timeless allure, expressed in their own individual styles. Digital “influencing,” however, was a relatively new concept for Boucheron. The company said it became apparent that an online approach was needed to tap into the Asian market, especially during Chinese New Year and the Chinese Valentine’s Day. In 2022, Boucheron enlisted influencers to participate in its Spring-Summer campaign. Poulit-Duquesne explained, “The challenge lies in ensuring consistency throughout the selected profiles and content. We rely on the expertise of our local teams who know the specificities of local social media, their audiences and expectations. The key to success is for local teams to be fully aligned with the brand’s vision to identify and properly onboard effective ambassadors in their markets.” Most brands, Boucheron included, value genuine or organic collaborations as the most authentic and desirable. Paid partnerships however are inevitable, given that the influencer market has become saturated. “When we cannot go for spontaneous posts, we follow the law on mandatory sponsored mentions when required. Brands need to invent new ways of enchanting influencers,” Poulit-Duquesne said. There is “influencer overload” in the market today, the company official continued. “Brands keep naming international, high-level spokespersons. This could confuse audiences who may not remember who is representing who,” noted Poulit-Duquesne. South Korean actress and model Go Youn-jung for Boucheron Spring/Summer 2022 韩国女演员及模特高允贞示范宝诗龙2022春 夏系列穿搭
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