The Power of Social Networks in Marketing
Swarovski is named to be one of the best 10 fashion brands online by L2 Digital IQ Index and it's not a surprise. The company uses all online and offline elements in its promotion. Social Networks like Facebook, Twitter and Youtube are used in Swarovski's benefit. The good example of it would be Swarovski's 2010 Campaign "22 Ways to Say Black," where 100% of the proceeds went to the American Cancer Society and La Ligue Contre le Cancer in France.
So how Swarovski used the social network in its favor? The company spent tremendous amount of effort and resources to be internationally present during the event. "22 Ways To Say Black" campaign was posted on Facebook, Twitter, Youtube and Swarovski Elements website. It helped to invite high profile influencers and celebrities to participate. Designers including Riccardo Tisci for Givenchy, Alber Elbaz for Lanvin, Thakoon, Gianfranco Ferré, Valentino and Philip Lim were all challenged to create their interpretation of the little black dress using Swarovski Elements in their designs. The result was an absolutely stunning collection of 22 dresses that commanded an excess of $100,000 for charity in a single evening.
Swarovski understands the big influence of social networks on people. It gives voice, credibility and connections to the company. Lila Thibault, Senior Segment Manager at Swarovski says that Facebook.com/Swarovski has 565,000 followers, Facebook.com/swarovskielements has 18,000 followers and they have more than 3,000 on Twitter.
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