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<strong>Dior</strong> Advertising<br />
<strong>Dior</strong> puts exceptional effort into strategizing the way they advertise. They strategize their advertising<br />
methods through their campaigns, digital magazine, YouTube channel, IPhone app, and their social<br />
media sites; Facebook, Instagram, and Twitter.<br />
When it comes to campaigning, <strong>Dior</strong> pursues in-style celebrities to model their latest and greatest<br />
achievements at the time. In their latest campaign, “Be <strong>Dior</strong>,” <strong>Dior</strong> decided to use twenty four year old<br />
actress, Jennifer Lawrence. In the campaign shot by photographer Paolo Roversi, Lawrence poses in<br />
sleek <strong>Dior</strong> dresses with minimal makeup to capture the “natural aura of Jennifer Lawrence” (Kinonen).<br />
<strong>Dior</strong> features these campaigns within all of their advertising methods. <strong>Dior</strong>’s magazine and iPhone app<br />
brings the latest and the best ranging from runway shows, make-up items, perfumes, skincare products,<br />
ready-to-wear collections, and watches.<br />
Direct Marketing Initiatives<br />
<strong>Dior</strong>’s latest direct marketing initiative includes an interactive mobile-to-desktop tactic between<br />
their website and iPhone app. This initiative works by entering a device-specific four-digit<br />
code found on their mobile website for Won<strong>Dior</strong>land. By using this tactic the <strong>Dior</strong> consumer<br />
can come across further content refined from the brand’s latest fragrance, <strong>Dior</strong> addict. This<br />
direct marketing initiative coordinates with <strong>Dior</strong>’s developing approach for their fragrance<br />
launch and not only encourages consumer interaction within the brand’s online platforms but<br />
also accommodates them with exclusive <strong>Dior</strong> content using a community based campaign<br />
(Barkho).
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