Swarovski launches social media campaign
Swarovski has developed an interactive social media campaign to coincide with the launch of its first Hello Kitty collection, and includes the first mobile app for Swarovski’s consumer goods business, several activities on the brand’s Facebook page and the use of QR codes in select Swarovski boutiques.
“Swarovski’s Hello Kitty campaign allows us to directly connect with our audiences,” Livia Marotta, head of communications and public relations for Swarovski North America, said. “Fans will have the opportunity to experience the Swarovski and Hello Kitty worlds in a truly engaging way across the social media sphere.”
The campaign kicked off with the introduction of an app on Swarovski’s Facebook page that allows fans to customize their profile pictures with Hello Kitty’s sparkling pink bow. When 10,000 profile photos with the bows have been created, the company will give away 10 pieces from its Hello Kitty collection.
Beginning July 25, the Facebook page will feature a jewelry box that will provide a preview of the new line and will allow users to create Hello Kitty wallpaper for their mobile phones. On Aug. 1, the campaign will culminate with the launch of Swarovski’s Hello Kitty mobile app, which will allow users to add a Swarovski Hello Kitty picture frame to any photo taken on a mobile phone.
The brand will also debut an interactive product catalog of the collection on Aug. 1, which will utilize 3D animation and augmented reality technology. Select Swarovski boutiques will feature in-store displays with QR codes directing customers to the Hello Kitty tab on Swarovski’s Facebook page.
“The goal of the Swarovski Hello Kitty campaign is to continue raising our engagement levels among young fans and provide them with a rewarding experience through fun activities and exciting prizes from our latest collection,” Marotta said.
Swarovski’s Hello Kitty collection includes rhodium jewelry and crystal figurines and will be available in Swarovski boutiques and on the store’s website in late Aug. The collection is Swarovski’s first collaboration with Sanrio, a global designer and distributor of character-branded goods.
Beginning July 25, the Facebook page will feature a jewelry box that will provide a preview of the new line and will allow users to create Hello Kitty wallpaper for their mobile phones. On Aug. 1, the campaign will culminate with the launch of Swarovski’s Hello Kitty mobile app, which will allow users to add a Swarovski Hello Kitty picture frame to any photo taken on a mobile phone.
The brand will also debut an interactive product catalog of the collection on Aug. 1, which will utilize 3D animation and augmented reality technology. Select Swarovski boutiques will feature in-store displays with QR codes directing customers to the Hello Kitty tab on Swarovski’s Facebook page.
“The goal of the Swarovski Hello Kitty campaign is to continue raising our engagement levels among young fans and provide them with a rewarding experience through fun activities and exciting prizes from our latest collection,” Marotta said.
Swarovski’s Hello Kitty collection includes rhodium jewelry and crystal figurines and will be available in Swarovski boutiques and on the store’s website in late August. The collection is Swarovski’s first collaboration with Sanrio, a global designer and distributor of character-branded goods.
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