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Jimmy Choo’s picture show

Following in the footsteps of Uniqlo and Burberry, the luxury brand is encouraging user participation.

This month has seen the launch of Jimmy Choo’s online campaign, Choo 24:7 Stylemakers. Similar to previous ones by Uniqlo and Burberry, it invites users to upload images of themselves wearing Jimmy Choo to a microsite, www.choo247.com.

Jimmy Choo launched the campaign to engage with current customers and to reach a wider global audience. Previous interaction with fans using social media has garnered the brand more than 1 million Facebook fans, and knowing its customers are active social media users means an interactive campaign of this kind is perfectly suited to the brand.

The Choo 24:7 site is integrated with Facebook, so users can log in with their Facebook details and upload images from their accounts. Users can also then like, comment and share other images on the site by email or via Twitter. At the time of going to press the campaign was fairly new and only a few images were available to view, but this could be because the brand has decided to vet all submitted images. While this maintains a good brand image, it loses the feel of customer-generated content and could turn off customers whose images are edited out.

The layout of the page is slightly odd because seven full shots of individuals can be seen with only the heads of the next seven images underneath. It is then unclear how to get to the next seven images, making it difficult for users to move around the site – this flaw could decrease visitors’ dwell time.

Like the Uniqlo campaign, Choo 24:7 allows images to be filtered by place, including London, Seattle and Riyadh, showing the global audience of the Jimmy Choo brand. However, what Uniqlo did (albeit in a very subtle way) was to include links back to the transactional area of the site, directing users to buy product as well as take part in the campaign. There seems to be nothing like this from Jimmy Choo.

Social media app Instragram has been integrated into Jimmy Choo’s campaign, something the other retailers didn’t do. Since launching in October 2010, Instragram has become hugely popular – indeed, in April Facebook bought it for $1bn (£629m). Users of the Jimmy Choo site just need to upload their image to Instragram with the #CHOO247 hash tag and it will appear in the scrolling section at the bottom of the microsite.

However, Martin Newman, founder of consultancy Practicology, suggests other social media sites that Jimmy Choo could also have incorporated.

“The interaction with Twitter and Instagram is good but it could also have gone for a Pinterest play? And if they could mash this up with a [US etailer] ModCloth ‘be the buyer’-type promotion then that would be really amazing.”

While the Choo24:7 campaign is a good way to increase brand awareness and encourage user interaction, it’s disappointing that the brand has not pushed the boundaries compared with other campaigns. Previous Jimmy Choo initiatives such as Catch a Choo using Foursquare attracted more attention due to the idea’s originality. The campaign is also missing the transactional element that could take it to the next level. However, as Newman points out, it can still be very beneficial. “Any content that involves real and meaningful user participation is good because it tends to be more engaging and more memorable for the user as it’s far more personal.”

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