Image from: Grey Goose Hotel Noir / GreyGoose.com
People love to advertise their experiences. Social media is more or less about the marketing of the self, and so the move of Grey Goose to host its interactive Hotel Noir campaign on social upstarts Pinterest and Instagram makes complete sense.
Luxury is embedded in this brand’s story, and they know it. Just watch the film paired with the campaign; it’s that coy and elusive drama that intrigues you and convinces you that you’re missing something crucial. It’s romantic. It’s private, captivating, and calculating. This aura is designed, and it’s the same aura many people seek to create about themselves through social media. But is it working for Grey Goose?
It very well may be. The 3rd and 4th highest volumes of incoming traffic to GreyGoose.com are off Facebook and Pinterest respectively. Looking at the unique visitors to the site, we can see a distinct upward trend coupled with a rise in the average stay on the site. More people are spending more time on GreyGoose.com over the past three months. This speaks to engagement, content, and interaction.
The reason this campaign could be working is because Grey Goose knows who they are appealing to. Looking at their online demographics (below), it’s clear their audience is predominantly young, between the ages of 18-34. This generation loves social media, but more importantly knows how to use it and collaborate across platforms. That’s why a campaign that uses Pinterest in tandem with Facebook in tandem with Instagram in tandem with a branded site can work.
Essentially Grey Goose has found a way to captivate its audience and inspire them to advertise for the brand by generating a story that is alluring to online consumers. The campaign asks users to submit photos within the motif (an elegant black and white motif, accents blushed to crimson) through Instagram that can then be displayed on other platforms (like Pinterest and Facebook).
People are promoting themselves in the same instance that they’re promoting Grey Goose. All Grey Goose had to do was create that crucial air of mysterious luxury, and the need to partake in the exclusivity would propel the rest of the campaign.
This is already the draw to Instagram, where users select only the most delightful aspect of their lives to be photographed, filtered, gussied up and shared. Each photo is part of a meticulously constructed online identity, handpicked and refined so that it more-or-less represents how a person prefers to be represented rather than the actual person themselves.
And that’s fine! It’s already how people behave in most in-person social situations, so why shouldn’t the phenomenon of self-construction exist online? And since it is online, why shouldn’t a brand already exquisite in its classy aura take ahold of it? Good show, Grey Goose, good show.
Ryan La Sala joins Compete as the Digital Marketing Co-op for Compete.com, sovereign of all things social media. Ryan is a current attendant of Northeastern University, dual-majoring in Cultural Anthropology and International Affairs (with minors in Biology and Psychology), with career interests in Industrial-Organizational Psychology and Consumer Anthropology. Aside from acquiring aspirations with big words, Ryan’s other interests include reading cheesy fiction, writing in any capacity, singing and cooking. Find Ryan on twitter @Ryality or connect with him on LinkedIn.