Global – Gucci has launched #TFWGucci, a collaborative meme project based around its latest watch collection.
The project, launched with its own microsite, asked a number of meme creators to develop memes that feature pieces from the new watch collection. It includes a variety of witty responses to the TFW (That Feeling When) internet phenomenon.
It follows the launch of other digitally focused Gucci projects, including #GucciGram and #24HourAce, and is another attempt to tap into youth thinking and internet culture since the hiring of its new creative director Alessandro Michele.
It is no longer enough to promote a product through heritage and authenticity. With consumers more marketing-savvy than ever, brands are looking at ways to approach them as insiders. For more, see our Anti-authenticity Marketing macrotrend.