Almost more excited about the microphone than by the fragrance they expose. Thus the influencers and content creators have been shown to which the Italian fashion brand Miu Miu has sent their new perfume. And it is that next to the product ah included in the special packaging a minimicrophone of branded clip that can ensure a competitive advantage in the economy of the creators.
It is a subtle PR initiative, but strategic, since it not only reinforces the visual presence of Miu Miu in the videos published by the creators in social networks, but also reduces the visibility of others – those of microphones manufacturers – on the contents, and focuses attention on their message.
“I think I have received the most iconic package of all time”, Says the influencer Alondra Priscilla in its publication.“As a marketing girl, I appreciate a lot that they have included a branded microphone. I’ve never seen this and I think it’s the most intelligent thing”, He says while showing the Miutine fragrance.
Unboxing’s experience has worked together with the Merchandising and Packaging Twelve design agency and is inspired by the concept of the perfume itself. The product name is a combination of the brand’s naming and the French word “Mutine”, translated as rebellious or mischievous.
Thus, Miutine is presented in a luxury box that includes the classic flash of the brand. This includes a code that allows you to open custom lock. Within a bottle of the fragrance, the Miu Miu microphone and a card game with questions so that the creators respond about those moments in which they have broken the rules.
On the tactical plane, the inclusion of the branded clip microphone is simple, but effective. Being an indispensable object and that appears organically in the content, it makes the brand visually inevitable. Even if the creators adopt it, it could extend beyond the videos of unboxing or other content generated around Miu Miu products.
At a strategic level, Miu Miu’s microphone could become a status symbol, with the creators showing it in other videos and showing that at some point they have been chosen by the brand to promote their products or move their messages.
In addition, the movement transfers the knowledge and understanding of Miu Miu of the economy and culture of the creators. It shows that not only creates products, contents and experiences for consumers, but also for creators and influencers. Evidence an innovative and community -centered vision.
Miu Miu’s initiative remembers Rhode’s, the cosmetic products brand founded by Hailey Bieber. Initially, his new lip balm in a packaging that included a mobile phones housing with an integrated shape specially designed to support the product. He went viral and popularized, becoming part of the brand’s catalog.
