Advertising and Marketing Strategies Assessment Sample

I. Brand Introduction

The organization that is taken into consideration for this particular case study is known as Van Cleef and Arpels. The organization is renowned globally to produce esteemed quality diamond jewellery for the high end consumers. This is often reflected in Van Cleef advertisement’s tagline which is ‘timeless beauty’. From an apparent vision it would seem that the selling proposal of the company is attributed to its success. However, in reality the design creativity as well as maintaining an effective supply chain network has assisted the organization to secure a vanguard position and to be recognised as heritage in the jewellery industry. From 1999 onwards, it has been seen that the organization has invested a significant interest in incorporating Sapphire as well as Rubies in its jewellery pieces. However, inculcating precious stones and gems in their jewellery is recognised as a characteristic feature of Van Cleef over the course of the last four decades. Another key interesting aspect of the organization's advertising strategies is that none of its advertisements actually communicates the price associated with the particular product. Unlike other jewellery products which are marketed in retail platforms, Van Cleef product’s description does not reflect any sort of prices. It is often considered that since Van Cleef has a rich history of Designing quality jewellery with absolute precision, it has secured itself a platform to determine the prices as necessary while manufacturing luxury Jewellery items (Tien et al. 2020).

According to a recent study conducted by Sarah Jones in 2018, Van Cleef and Arpels advertisements are trying to convey a fairytale through their quality jewellery. After meticulously analyzing a series of product released by Van Cleef and Arpels, it is obvious that the French Jeweller is gradually trying to immerse its target consumer in an utopian world with an exemplary strategy when it comes to marketing is product with the help of a digital platform towards its target audience. The latest Van Cleef and Arpels haute creations have taken multiple references from the Classic ‘Tales of Grimm Brothers’. The organization has literally translated the anecdote of the Classic and shaped it in their jewellery. The exemplary craftsmanship alone is capable enough of marketing the product towards the intended consumer. ThomaiSerdari, the brand strategist as well as faculty of luxury marketing of New York University has even mentioned that the advertising approach undertaken by Van Cleef and Arpels purely expresses the culture of the 19th century, which invokes a mystical sense in the jewellery industry. With such advertisement strategy, the brand has performed exemplary in captivating target consumers towards the French Jeweller. A subtle way of storytelling has always been one of the reliant strategies of advertising undertaken by Van Cleef and Arpels which is also revealed in its Golden Bird jewellery (Desai, 2019). 

The QuatreContes de Grimm Collection produced by Van Cleef and Arpels is depicting the story based on 1800 folklore. 

The organization has even gone to the extent of creating a dedicated website just for depicting the de Grimm collection. This is one such approach when it comes to advertising strategies undertaken by Van Cleef and Arpels. Generally, while introducing a product, the organization develops a film where animated castles and mystical creatures from folklore are deliberately inculcated for the sake of depicting dystopian utopia. Famous photographers are entrusted by the organization to introduce its models who adorn the complete elegant collection with their newly designed attire and jewellery. With the help of social media platforms, the organization’s tailored advertisement then engages its intended consumer and educates them regarding the collection and platforms from where they can acquire the latest design. The digital platform of Van Cleef and Arpels came into play when it came to alluring its intended consumer towards the new collection. The manner in which this mechanism works is absolutely impeccable in nature since the ad strategy seamlessly develops visual art and utilizes the graphical elements in order to develop an advertisement (Rosenbaum-Elliott, 2020). The thematic creations undertaken by Van Cleef and Arpels elaborate the collection where consumers are given the opportunity to interact in the webpage. In this manner, the consumers are more intrigued to reveal the secrets hidden by the French jeweller inside the interactive content. This ad strategy is also seen in Haute Joaillerie Le Secret high jewellery collection in 2016. The organization invited its intended consumer inside the Ark of Noah and presented an entire exhibition in France. With such advertisement strategy, the organization's brand has reached remote corners of the world, where it would be quite unfathomable for other forms of media to promote the brand awareness of Van Cleef and Arpels.

II. Advertising Strategy

1. A brief overview of ‘Above the line’ vs ‘Below the line’ advertising in case of Van Cleef

After intricately analyzing the overall approach of marketing undertaken by Van Cleef and Arpels over the course of last few decades, an inference can be drawn that the organization has a tendency to utilize below the line marketing strategy; where specific audiences are targeted who are willing as well as capable enough to purchase their product. However, the mode of targeting these audiences is generally executed through digital media assets, where social media marketing, email marketing, content marketing and Search Engine Optimisation are generally incorporated. One of the fundamental reasons as to why Van Cleef and Arpels has undertaken strategies that are BTL or below the line marketing approach is quite cost-effective in nature. In view of the fact that radio advertisement or TV advertisement which is generally seen in above the line marketing can reach a certain population. In general, the extent up to which above the line marketing approach can promote is limited in nature; which is not the case for below the line marketing strategy. Additionally, aside from being cost effective in nature, scaling up marketing strategies through social media platform is far more seamless in nature for Van Cleef. On top of that advertisement strategy undertaken as per below the line marketing strategy by the French jeweller is quite convenient to keep a track of its consumer’s preferences. In general, target consumers of Van Cleef are given the opportunity to interact with the brand’s advertisement in order to understand its features and quality present in a product or the collection (Quesenberry, 2020). The organization always looks for an opportunity to foster exemplary consumer engagement. This is often recognized as a critical approach in the business landscape of Van Cleef and Arpels. Aside from simply spreading the brand awareness, Van Cleef and Arpels ad strategy is designed to foster potential as well as meaningful relationship with his consumer. For instance, Van Cleef and Arpels contacted Robert Wilson, the famous American set designer, in order to develop Noah's ark; so that they can reveal their new collection of Haute Joaillerie Le Secret. With the help of biblical immersive experience, where a consumer can not only be mesmerized with the interactive content but at the same time is also intrigued to know more about the new collection, below the line advertising strategy has proven to be quite effective while developing the advertisement of Van Cleef and Arpels. This entire exhibition is then revealed in social media platforms such as Instagram and Twitter so that willing consumers who could not participate in the event can also be enthralled similarly (Huang & Rust, 2021). The main reason which is pointed out by MrSerdari, as to why Van Cleef and Arpels has opted digital platform rather than any traditional approach of marketing its quality product is because the organization was in a quest to reinforce its business relationship with its consumer beyond the domain of the physical retail stores. The organization also experienced a massive hike in its sales and consumer traffic on the website after the exhibition. All in all it can be stated that below the line advertisement strategy has worked in favour of the organization since more than $505.7 million revenue generation annually, Van Cleef and Arpels is recognised globally as an esteemed jeweler.

2. The KPI determination of below the line advertisement are hereby mentioned as follows: 

III. Creative strategic decisions

1. A brief justification of product or corporate types of advertisement

Van Cleef and Arpels has taken pride in promoting the specific product rather than the brand equity of the company itself. Hence, it can be referred to as an approach of product advertisement where the sole focus of the entire interactive ad campaign relies heavily on the attribute as well as the quality of the product. The company's management strongly believes that reputation for the recognition of the brand can be developed in an organic manner, provided the quality of the product speaks for itself (Liu-Thompkins, 2019). 

2. Choices of advertising appeals

When it comes to advertising appeals, the marketing department of Van Cleef and Arpels keeps the notion of making the content in such a manner so that it can persuade consumers towards the recently designed collection. These persuasions would later on be translated into sales; hence influencing the decision to purchase with the help of effectively determining particular appeals in the field of advertisement is emphasized significantly by Van Cleef and Arpels. Out of the seven appeals of advertisement, the scarcity appeal is concentrated upon by Van Cleef and Arpels to a great extent. The company taps into the notion of fear of missing out among the target consumer by convincing them to immediately purchase the product before it sells out, since these items are of limited edition. Additionally, no other organization in the jewellery industry developed items of utopian essence; thereby giving a competitive advantage to Van Cleed and Arpel over its potential rivals. Almost all of its products are advertised with a predefined time limit which emphasizes on the notion of scarcity extensively (Bara et al. 2021). In addition to that the rationality of advertising appeal is also taken into consideration by Van Cleef and Arpels, the product’s craftsmanship single-handedly persuades its willing consumers to acquire the product as soon as possible, once it hits the market. Since convincing consumers with exemplary quality is an aspect that Van Cleef and arpels has mastered throughout this year. Incorporation of social media platforms as per below the line advertisement strategy can be recognized as an effective driver in terms of promoting the rational appeal of its product towards its target consumer (Lee & Cho, 2020). 

The emotional appeal can also be regarded as an undeniable strategy of the advertisement campaigns undertaken by van Cleef and Arpels. The psychological strategies precisely tailored to tap into the emotional aspect of the target market by bringing in real ornaments which have exact depiction in folklore is also an effective appeal that has worked in favor of the organization till date. 

3. Choices of education styles

Van Cleef and Arpels is recognized globally as one of the noteworthy organizations which undertake great deal of measures in order to develop interactive content through which consumers can immerse themselves in an experience during the course of being acknowledged regarding their latest collection. Unlike other Jewelers who simply create images and release it in social media platforms, Van Cleef and Arpelsstand apart from the crowd by developing an immersive experience every single time it has released its classic depiction of gem studded jewellery. This education style of advertisement is meticulously conducted by Van Cleef and Arpels by incorporating a series of intricate analysis. The first course of action that is initially undertaken by the French Jeweller is to evaluate the consumer preference prior to the 19th century, and then creating a story through which the target consumers can be intrigued extensively is planned and staged by professionals. This manner of advertisement campaign and the ad itself can not only educate but also imprint the brand equity of Van Cleef among the target consumers of the company (Vieira et al. 2019). 

IV. Media plan 

The French luxury jewellery which was established back in 1906 has effectively maintained and consolidated its extensive presence in digital assets when it comes to marketing its product. It is fair to state that the entire media plan of Van Cleef and Arpels is effectively based on its social media marketing strategy. One of the most utilized social media platforms are Pinterest, Instagram, Flipboard, Facebook, LinkedIn as well as the video streaming site of YouTube. Amalgamating all of these platforms and integrating the consumer accumulated from one platform with another has worked effectively in the case of Van Cleef and Arpels. The organization has also diversified into WeChat while promoting its quality product throughout China (Hudders, De Jans & De Veirman, 2021). This represents that the company extensively cares for its target consumer in Asia. However, it is not always feasible for being in touch with them, due to lack of social media presence or specific social media platforms such as ‘WeChat’ in China which is not prevalent in Europe or American continents. Hence, in order to establish meaningful business relationships with 600 million members across Asia, Van Cleef and Arpels has also designed its website through which consumers can interact with their launched or recently developed collections. This is an approach of media plan through which brand awareness can be enhanced significantly by Van Cleef and Arpels in a cost effective approach. One of the characteristic attribute of the official homepage of Van Cleef and Arpels is that it is designed specifically for consumers all around the globe to interact with one another as well as experience the immersive content prepared by Van Cleef and Arpels regarding their products; so that they can be intrigued and captivated towards purchasing luxury jewellery (Li, Larimo & Leonidou, 2021). However, the E-Commerce platform is also attributed with offering links to iPad applications from 2015 onwards. This approach reflects that the media plan of Van Cleef and Arpels is to instil a notion of appreciating creativity and value among its target consumer. 

To put it in simple perspective, it can be stated that while introducing the Flower collection in the spring, the organization went to the extent of developing an ‘Ode to Spring’ and regarded it as an inexhaustible source from where Van Cleef and Arpels took its inspiration from. The media plan would seem to be absolutely seamless in nature while executing the flawless and appreciable digital campaign prior to the release of the alluring ‘Cosmos’ and ‘Fleuts’ of the Flower Collection (Walsh, 2019). 

Followed by that, a new site present under the online strategy has developed interactive video about ‘Socrates’ and ‘Lotus’ which is a part of Flower collection. The social media campaign illustrated how, nature is reborn in its true poetic and enchanting essence (Sung, 2021). 

This sort of strategy has always been developed which is immersive in experience from Van Cleef and Arpels’ end; which has been proven quite efficient as far as captivating high end clientele is concerned. In 2016, during the promotion of ‘Le Secret’ Collection, the organization went to the extent of throwing an elaborate exhibition in order to give the immersive experience to its intended consumer. Inviting professional stage setters in order to depict the biblical story so that Van Cleef and Arpels can exhibit the collection of ‘Le Secret’ really reveals the media plan (Liu-Thompkins, 2019). Once a story regarding the collection is depicted by the organizations to its consumers, the Search Engine Optimization strategy deploys Nano sites and monitors the preferences of the target consumer. If a particular genre is mentioned by the target consumer over and over again; the next product is either released or aligned with the preferences of the target consumer. In this manner not only the target consumers are satisfied with the demands but at the same time the organization can also expand its business organization and carry on developing authentic gem studded luxury jewellery over and over again. Hence after meticulously analyzing the overall approach it can be concluded that Van Cleef and Arpels has honed its advertisement campaign and marketing strategy in such a manner that the overall media plan in order to promote its product can be conducted in a cost effective manner which is not only convenient, but at the same time swift in accumulating responses regarding the collection from the target consumers (Lee & Cho, 2020).

References:

Bara, A., Affandi, F., Farid, A. S., & Marzuki, D. I. (2021). The Effectiveness of Advertising Marketing in Print Media during the Covid 19 Pandemic in the Mandailing Natal Region. Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol, 4(1), 879-886.

Childers, C. C., Lemon, L. L., & Hoy, M. G. (2019). # Sponsored# Ad: Agency perspective on influencer marketing campaigns. Journal of Current Issues & Research in Advertising, 40(3), 258-274.

Desai, V. (2019). Digital marketing: A review. International Journal of Trend in Scientific Research and Development, 5(5), 196-200.

Huang, M. H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49(1), 30-50.

Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. Social Media Influencers in Strategic Communication, 24-67.

Lee, H., & Cho, C. H. (2020). Digital advertising: present and future prospects. International Journal of Advertising, 39(3), 332-341.

Lee, H., & Cho, C. H. (2020). Digital advertising: present and future prospects. International Journal of Advertising, 39(3), 332-341.

Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51-70.

Liu-Thompkins, Y. (2019). A decade of online advertising research: What we learned and what we need to know. Journal of advertising, 48(1), 1-13.

Liu-Thompkins, Y. (2019). A decade of online advertising research: What we learned and what we need to know. Journal of advertising, 48(1), 1-13.

Quesenberry, K. A. (2020). Social media strategy: Marketing, advertising, and public relations in the consumer revolution. Rowman & Littlefield Publishers.

Rosenbaum-Elliott, R. (2020). Strategic advertising management. Oxford University Press.

Sung, E. C. (2021). The effects of augmented reality mobile app advertising: Viral marketing via shared social experience. Journal of Business Research, 122, 75-87.

Tien, N. H., Jose, R. J. S., Mai, N. P., Dung, H. T., Oanh, N. T. H., & Phuoc, N. H. (2020). Digital marketing strategy of GUMAC and HNOSS in Vietnam fashion market. International journal of multidisciplinary education and research, 5(4), 1-5.

Vieira, V. A., de Almeida, M. I. S., Agnihotri, R., da Silva, N. S. D. A. C., & Arunachalam, S. (2019). In pursuit of an effective B2B digital marketing strategy in an emerging market. Journal of the Academy of Marketing Science, 47(6), 1085-1108.

Walsh, C. (2019). The advertising and marketing of consumer goods in eighteenth-century London. In Advertising and the European City (pp. 79-95). Routledge.

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