Media

ONLINE MARKETING

From 2016, Gucci's Internet presence has grown with more people searching for the brand online. In 2017, the brand saw a 115% increase in growth, with over $61,798,514 earned in media value. Furthermore, the fashion house saw a 44.5% increase in revenues in the nine months ending 30 September 2017. This growth can be linked to the success of their digital marketing strategies, which has allowed the brand to integrate the digital world to the in-store experience, and communicate to a larger target audience. Gucci saw a 130% web traffic increase from 1.8M site visits in January 2017 to 4.2M visits in December 2017. Gucci has focused on the online shopping experience, creating a sense of digital inspiration by including visually rich large images and videos, with information on current fashion collections in the editorial section "The Agenda".[30] The company has actively frequently uploaded posts of behind the scenes, with information on the patterns and styles, which highlight the craftsmanship of each product design.[31] This has allowed consumers to gain a stronger emotional relationship with the brand.

Gucci has a strong digital presence online, and is heavily active across various social media platforms with the brand name: Gucci. These include Facebook, Twitter, Instagram, YouTube, Google+, Pinterest, and Snapchat. In 2017, the brand was seen to be the most-discussed brand on social media within the high-end luxury market. The brand has integrated itself into the modern digital world with campaigns such as the 'collaborative art project'. This campaign was to market a new line of watches, in which the brand collaborated with artists and popular Instagram meme accounts. Memes can be defined as a joke, fad or memorable piece of content that spreads across the web and is usually accompanied by a witty caption.

SOCIAL MEDIA

For Gucci, the brand focused on Instagram ads, where they reimagined popular memes with their watch collection, prompting users to share and tag their friends. Despite the conversation and shares, the campaign was not wildly successful, with many viewers reacting negatively to the content. Gucci has created strong partnerships with Hollywood celebrities and social media influencers, working closely with these individuals to reach more demographics and re-establish its identity as a new, modern brand; despite the fact that it has been around for a while. The brand has changed directions in working with the type of celebrities, with Gucci now dressing contemporary style icons like Rihanna, Blake Lively, Brad Pitt, Rachel McAdams, Harry Styles and Salma Hayek, who can be easily resonated with millennials.

Gucci has also had a partnership with UNICEF since 2005. Gucci stores worldwide donate a percentage of the sales for special collections made specifically for UNICEF to go toward the United Nations Children's Fund. The annual Gucci Campaign to Benefit UNICEF supports education, healthcare, protection and clean water programs for orphans and children affected by HIV/AIDS in sub-Saharan Africa. For the campaign in 2009, Michael Roberts promoted a children's book, "Snowman in Africa" with proceeds going to UNICEF. In five years, Gucci donated over $7 million to UNICEF.