Is this the real deal or a fake ad? It’s difficult to tell, but then again, so was the whole #DiorAd campaign. As you’ll soon discover, the French luxury goods house hit the UK and US social media in a big way with a series of controversial ads featuring celebrity couple, Camille Rowe (left) and Robert Pattinson (right).
The Evolution Of A Social Media Campaign
The hashtag #DiorAd, which stands for Dior’s “ad” — or ads — in the Twitterverse, evolved through a combination of organic and automated activity. Here’s an overview of how it all happened.
The Viral Potential Of Social Media
The hashtag #DiorAd went viral before the end of February 2020, as you’d expect with such a buzzword-based hashtag. After all, if you’re reading this, you’re probably already aware of the viral potential of social media. As of March 10th, there are over 200 million active monthly users on TikTok alone. The platform is one of the most popular destinations for news and entertainment, and the perfect place for brands to promote their products. With each new update, the app’s popularity increases and so does the chances of the hashtag going viral. According to TikTok, there are currently over 200 million active monthly users on the platform.
Why Did #DiorAd Go Viral?
Before we dive into the details of how and why #DiorAd went viral, it’s important to note that the hashtag was created before the viral trend of using real-life videos in ad campaigns became mainstream. In fact, most of the influencers who promoted #DiorAd did so before the end of February 2020.
The Influencers Behind #DiorAd
If you follow fashion and influencer marketing, you’ll undoubtedly be familiar with the names behind #DiorAd. Here are the top influencers who helped create, promote and disseminate the hashtag.
First, We Have Chanel Kapective
Chanel’s highly regarded Creative Director, Karl Lagerfeld, is the mastermind behind more than just haute couture. He is also responsible for Chanel’s Artistic Direction and Design of products, which are marketed under the house’s eponymous jewellery and fragrance brands. As you’d expect from a legendary designer, Lagerfeld’s Instagram account is filled with beautiful images that span advertising, product shots and themed exhibitions. The most recent of which is “Summer of Love”, an eclectic collection of vintage dresses that celebrate the Summer of love in 1967.
The King Of Self-expression
British artist, David Beckham, has created a stir with his unique take on influencer campaigns. Although a midfielder by trade, David has found success as a fashion photographer, and his influence on social media can be traced to his Instagram account. Beckham’s feed is filled with stunning imagery that is often part of an influencer’s content strategy. It would be remiss of us not to include one of his most famous campaigns, featuring Kendall Jenner, as part of our review.
Raising The Bar
The designer, Dior, isn’t known for taking fashion trends lightly — especially when it comes to marketing. After all, the French luxury brands are amongst the most influential and recognisable fashion houses in the world. Through their use of digital and social media, the house has proven time and time again that they’re willing to challenge the status quo, and raise the bar for influencer marketing.
Bringing The Funny
Comedians, Stephen Fry and John Cleese, joined forces to raise awareness for Alzheimer’s disease. They promoted the disease through a public service announcement that featured a puppet, Larry Wilmore, who was controlled by the comedians. The PSA used Wilmore as a vehicle to educate the public about dementia, a condition that Fry and Cleese are both associated with.
The Puppet Master
To round off our list of influencers who worked with Dior, let’s not forget about Mariusz (Mariusz Stachowiak), a Polish-born fashion designer and digital marketer, whose influence on social media can be traced to his wildly popular instagram account. The account, which currently boasts over three million followers, is filled with stunning imagery that spans high-fashion, architecture and streetwear. It’s a look that has helped establish Mariusz as one of the most in-demand influencers in the industry — and it’s not hard to see why. From fashion week trips to Paris, to luxury cruise ships, Mariusz has always managed to find the most luxurious location for his shoots.
As you’d expect, given his celebrity, the designer’s accounts are regularly filled with breathtaking imagery that is often part of an influencer’s content strategy. But it’s not just about glitz and glamour. Since 2016, Mariusz has used his accounts to shine a light on the homeless in the UK. His photos of the so-called “homeless chic” have become so popular on social media, that he’s now got his own mini-movement, dubbed the “Chic For A Nightlife Movement”. The initiative provides stylish clothing and accessories to the homeless. And it’s not just about charity either. Celebrities are often criticised for using their influence for good rather than evil, but that’s ultimately up to the individual. Mariusz, for one, has used his platform to highlight the inequalities and prejudices that exist in our society. In doing so, he hopes to inspire people to be more accepting and open-minded. Through creative advertising, influencers can highlight products and causes that resonate most with their audience. In the process, they can help build trust and brand affinity — two vital ingredients in any successful ad campaign.