The overriding theme of our inaugural Digital IQ Index: Brazil Prestige report was that local brands rule the luxury market. Not only are Brazilian beauty, fashion, retail, hotel, and watches & jewelry brands thriving financially, they’re also among the most advanced, digitally. So much so that the top three performers–of the 123 global and local brands we assessed–were all homegrown. Shoe brand Melissa, which came in second to beauty giant O Boticário, distinguished itself in a number of ways, including strong, editorial content on its blog, being an early adopter on Instagram and Pinterest, and impressive cross-channel integration of its Spring 2013 partnership with Chanel and Fendi creative director, Karl Lagerfeld.
The March launch of the capsule collection, playfully called “Kollaberation,” included four whimsical designs (see above) and marked Lagerfeld’s first collaboration with Melissa–and his first such shoe line with any Brazilian brand. During the first month of the release, Kollaberation’s marketing was deployed in full force. The advertorial, which featured mega model Cara Delevingne, served as the centerpiece of the campaign and was shared strategically across multiple social media channels, as well as in traditional print. On Melissa’s Instagram account, the second biggest community among those we measured with 136K+ followers, three-quarters of the brand’s photos referenced Kollaberation; on Twitter, where Melissa has two of the Top 10 communities (both have more than 45K followers), over half of outgoing tweets mentioned the new line. On Facebook, the post debuting the ‘Ginga’ shoe racked up more than 1K shares and registered the highest engagement of any content Melissa’s page had seen in the previous six months. On Pinterest, where Melissa led all brands at the time of data collection, a dedicated board for Karl-related content was created and updated regularly.
To complement Melissa’s digital efforts, @KarlLagerfeld’s personal account, provided a live-tweet of the New York runway show held on March 26th, with summary footage made available post-show on Karl.com.