Traackr
De GRISOGONO Case Study:
Optimizing Event Investments
through Live Social Content
and Influencer Marketing
How a luxury jewelry brand leveraged live events by producing
the right content at the right time and for the right people
What business challenge did
De GRISOGONO face?
Fawaz Gruosi, one of the most prolific designers of our time,
established Swiss luxury jeweler De GRISOGONO in 1993 in
Geneva. Credited as the man who initiated the black diamond
craze, his brand has become a signature style innovating in the
art of fashioning gold by means of volumes and dusky stones.
Every year, De GRISOGONO’s marketing budget is spent on
three high level events: BaselWorld, the global B2B watch and
jewelry trendsetting show; Fawaz Gruosi’s birthday celebrations
in Sardinia and the Cannes Film Festival. As one of the world’s
most prestigious events, the latter represents a huge budget
but also the biggest key live opportunity for the brand.
De GRISOGONO, supported by Digital Strategy Consultant
Henri d’Anterroches, wanted to optimize their investment and
this unique opportunity to reach millions of people beyond the
few who are actually able to attend the event.
“”
What we proved in Cannes is that talking to
the right people, focusing on a few and being
relevant to them brings maximum visibility.
Traackr is an amazing tool to push the right
information to the right people at the right
moment.
—Henri d’Anterroches
Digital Strategy Consultant and MD at PlurisMedias
Overview
Results
De GRISOGONO’s team
recognized the opportunity
presented by the involvement
in such prestigious events
and wanted to find ways to
leverage the power of social
media to offer clients and
aficionados real time content.
Live content is key in social
media, as people tend to care
less and less about content
delivered after the event.
14 of the activated influencers
generated 87 mentions and
19M+ impressions
Amongst the 49 influencers
engaged, 14 shared extensively
across social channels
generating impressive visibility
and brand awareness.
Challenge
Move from mass to focused
communication to enhance
their event presence and
maximize ROI by providing
relevant people live exclusive
content to share on social
media.
Solution
Produce live event content
to increase social media
amplification through the
involvement of a few highly
targeted influencers.
35K additional followers and
fans on social channels
21.2K+ fans, 10K followers on
Instagram and 3.8K on Twitter
were recruited in two weeks.
500K interactions with the
brand content across channels
From 300K on Facebook and
126K on Instagram to 922
@deGRISOGONO and 1,680
#deGRISOGONOinCANNES
mentions on Twitter.
Instagram rising as a powerful
social channel for luxury
With the addition of 10K
followers, the brand now has
a community of 88.5K on
Instagram. Their fans produced
126K posts during the event.
What solution was applied?
Day by day Cannes Festival 2015 storytelling
De GRISOGONO aims to foster a universe where luxury is an
art of living. For the Cannes festival, the brand worked with a
team of 24 people onsite who were focused on producing live
content to share the Cannes Festival 2015 story with clients and
aficionados around the world. A total of 150 photos, 16 videos
and 12 stories were shared through the brand’s channels. De
GRISOGONO’s main activities were used to create content for
the media and facilitate the creation of influencers’ own content:
• Bloggers and press were invited to the Martinez Hotel
terrace to interview Fawaz Gruosi. Twenty-five influencers in
cinema, gastronomy, art, and music were also interviewed
who then shared this content on social channels, blogs and
magazines to gain visibility and reach new highly targeted
audiences.
• One of the festival’s most exclusive events, De
GRISOGONO’s Divine in Cannes party at Eden Roc, was
broadcast live on YouTube, live streamed on publication
websites like German Vogue and Elle Italia and on 500
TV partners across the globe through a partnership with
Associated Press. Clips were also shared on Instagram and
Snapchat.
Establishing strong and close relationships with influencers
De GRISOGONO engages with key influencers all year
round but live events provide unique opportunities to create
impact and establish new relationships. For Cannes Festival
2015, the brand targeted a very small number of influencers
from luxury, lifestyle and fashion and started building these
relationships months before the event. The team listened to
conversations online to get to know these influencers and offer
them valuable and mutually beneficial opportunities – from VIP
access, photos and interviews to producing content featuring
them. Throughout the event, 49 key influencers were activated:
Throughout the event, 49 key influencers were activated:
• 14 key influencers generated 19+M impressions for the
brand;
• 25 influencers from related industries were interviewed and
they shared that content;
• 10 influencers were invited to lunch to establish new
relationships;
• 5 key influencers amounting to a 3M+ audience between
them were invited to attend Divine in Cannes.
Traackr as the core solution of De Grisogono’s Technology
Stack
De GRISOGONO did what no other brand had done in Cannes
- they focused on talking to a few influential people, instead of
trying to talk to millions. By making themselves relevant and
bringing value to these influencers, they hugely increased
visibility. The team uses Traackr all year round to manage and
Copyright © 2015. Traackr. All rights reserved.
engage with their influencers’ communities, which enabled
them to optimize the onsite opportunities at Cannes and reach
new highly targeted audiences:
• Identify and target the top key influencers in luxury, jewelry,
lifestyle and fashion to participate in highly exclusive activities.
Track conversations, mentions and interact in real time to
amplify brand awareness.
• Track and listen to influencers’ content across social channels
to create valuable and mutually beneficial opportunities.
• Establish and build relationships with influencers well before
the event; with unknown influencers De GRISOGONO started
engaging six months ahead.
• Measure the social impact created by influencers’ online
engagement during the event.
“”
De GRISOGONO’s strategy is to focus on content
marketing and a few but valuable and strong
relationships, experiences and conversations with
key influencers to create and share an emotional
bond with the brand and drive brand awareness
with their audiences
—Gianluca Maina
Global Marketing and Communications Director, De GRISOGONO
What resulted from the initiative?
By leveraging the live event to produce real time social content
and engage with the right influencers, De GRISOGONO
reached millions of people and optimized their Cannes Festival
2015 investment.
• Through organic and sponsored posts on Facebook, the
brand gained over 21K fans and reached 6M+ users. 200K
people interacted with a post and 300K clicks were tracked
on De GRISOGONO’s posts.
• A total of 1.2K+ posts mentioning the brand were posted on
Instagram versus 89 posts from the brand itself. The social
activities brought 10K new followers for De GRISOGONO
taking the total to 88.5K and generated 126K likes and
interactions, highlighting the visual platform as a key social
channel for luxury brands.
• An estimated 227K people were reached by @
deGRISOGONO and 3.8K new followers were obtained.
The profile page received 12.5K visits and 922 @
DeGRISOGONO and 1,680 #deGRISOGONOinCANNES
mentions were generated.
• 15K people viewed De GRISOGONO content on YouTube
amounting to 950 hours of content viewed in one week and
generating 1,644 comments.
• Finally, the brand website saw an increase in traffic of 450%
in one week with 20K unique visitors, 100K page views and
the product pages being viewed first.
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Keys to Success
Good strategic planning for a good execution
The De GRISOGONO team started working on targeting the
few but highly relevant influencers six months before the event
giving them time to:
• Get to know them extremely well and understand their
communities,
• Prepare conversational elements, and track, maintain and
• manage engagement,
• Propose valuable and mutually beneficial opportunities,
• Plan an ongoing stream of activities to suit the influencers’
communities.
Go for effectiveness, not numbers
Instead of focusing on influencers with the largest audience, the
team focused on building relationships with niche influencers
who would give them visibility to a highly relevant audience.
They also targeted a small amount of influencers across different
industries to reach new audience segments.
Not about the money but providing value
De GRISOGONO made it easy for influencers to associate with
the brand by providing them valuable benefits. Except for a few
influencers to whom they offered gifts in kind or accommodation,
they did not compensate influencers’ engagement. Instead
they created value helping them to increase their audience and
improve their authority with their existing community.
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