Our 2013 Digital IQ Index: Fashion report featured Gifted brand Ralph Lauren’s collaboration with Avicii as an example of a successful video campaign. In July, Ralph Lauren and the Swedish DJ co-produced the music video “Wake Me Up” with the vocals of Aloe Blacc and the cast of Ralph Lauren’s Denim & Supply ad. The song rose to the top hits of 2013 and the video generated 193 million views on YouTube.
Grammy-nominated “Wake Me Up” generated more than 20 times the impressions of other content on Ralph Lauren’s YouTube channel. It also fared better in engagement than Ralph Lauren’s Instagram campaign, “The Polo Ralph Lauren Survival Guide”. Featured as a Flash of Genius in our report, the survival guide is a nine-piece Instagram series of tongue-in-cheek how-to instructions on how to survive in the wilderness. Ralph Lauren clothing and accessories make appearances in each 15-second clip. “How To Cook”, “How to Fish”, “How to Pitch a Tent” and “How to Start a Fire” are a few popular clips. The campaign was lauded for being clever on Hypebeast, Esquire, PSFK and Mashable, but the engagement rate on the videos was lower than that of other Ralph Lauren Instagrams, 0.76% compared to 1.29%.
Looking at just Ralph Lauren, it seems that connecting with consumers through someone they already know, such as Avicii, is surefire way to get explosive results. Creating a campaign from scratch, however, can be as uncertain as any experiment.