Luxury Brands: “Do It Yourself”

Hermes 1

It looks like a new marketing trend… At least two well-known brands use the concept of “Do It Yourself” projects made by their social media followers and website visitors. Both Hermès and Moleskine encourage their fans to take a break during a busy day and play with paper, glue and scissors. Why are they doing that?

Hermes 2

Hermès has a very interesting website. Every single product line is presented through an interactive game or a short video. That’s why DIY paper clutches and cuff bracelets look very appropriate there. It’s easy. Make a bracelet, take a photo, upload it to social media, and voilà — you are a star!

Moleskine 1

Moleskine is trying to build an online community of artists and loyal customers. The company’s website has many free downloadable templates: calendars, bookmarks, notebook pockets, greeting cards and Christmas ornaments.

Moleskine 3

You may even find some “Do not disturb” signs (blank or designed by Moleskine artists), as well as a messenger bag or a gift box templates.

Moleskine 2

The advantage of using DIY projects as a new marketing or branding approach is obvious.

  • People tend to spend more time browsing a company’s website
  • Fun paper projects make creatives, teens and kids happy
  • Increasing number of followers in social media

People don’t just want to buy a product. They want to upgrade it, customize it or even redesign it… And the most important thing — they want to share their experience with others!

Do you know other companies offering any DIY projects?

What do you think?

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s