The Cacharel brand is using social media to offer Internet users a chance to lend a hand in the creation of new products.
At Cacharel they reckon that the main reason for being on social media is to draw consumers into the world of the brand and allow them to make a contribution to it. L’Atelier caught up with Julie Ceccaldi, Cacharel’s Communication and Digital manager at the Hub Forum in Paris last week, where she told us that (at Cacharel) “we have opted for co-creation via Facebook, not only for information content, but also for input to products.” Moreover, a special gift set, the result of a co-creation effort, which will go on sale at the beginning of 2013, will actually carry the names of the ‘fans’ on the box “to show that the AmorAmor perfume wouldn’t exist were it not for its customers,” explained Ceccaldi. She points out that by increasing consumer involvement, the concept of ‘augmented creativity’ also helps to extend the consumer experience. This is important for a brand which is obviously unable to communicate its complete brand experience over the web.
Extending the olfactory experience
“As perfume is bound up with the sense of smell, it’s difficult to get the experience across on the web,” she went on. However, as a way of going beyond simply providing information and visual images,the brand has chosen to bank on its fans’ creativity. Another strategy is gaming. “We need to arouse curiosity in both our current and future customers,” explained Julie Ceccaldi, pointing as an example to the ‘Catch me’ campaign, for which Cacharel has created a Facebook game on the theme of seduction, in which you have to challenge your friends. A web app has also been developed for the game; to play it you just need to scan the QR code on Cacharel posters and printed advertising material. “We decided not to create standard web applications as this would mean offering a service. And as a perfume brand, that’s not what we’re trying to do.”
From PC to point of sale
Cacharel also launched a web series, “Amor Amor by Emma”, where the brand drew on the everyday habits and behavioural codes of its customers to help build the world it created around Emma, the heroine of the series. “A whole community of Internet users on social media became attached to Emma. So that’s when you see that the brand is moving beyond the company itself, with the young women who chat about the main character really bringing the creation to life.” Nevertheless the basic idea is still that digital and mobile are tools for steering the customer towards the point of sale. “We don’t want our online visitors to enjoy an experience on their PCs and then stop there,” stresses Ms Ceccaldi. “We want that experience to drive them on to make a purchase”.