Campaign / Fashion house - 11/18/20
Launches first-to-market Snapchat logo scan feature for apparel; creates a series of unique virtual programs across all touchpoints to engage consumers in new ways
This year, Ralph Lauren will bring the magic of the holidays to life through a global marketing campaign that celebrates family, togetherness and unity.
A series of immersive digital-first experiences, engaging the consumer through innovative virtual touchpoints, will reimagine holiday shopping and create new ways to experience the brand.
The Interactive Polo Pony Scan with Snapchat
Ralph Lauren is launching a first-to-market program in partnership with Snapchat, that will enable users to scan the iconic Polo Pony logo from embroidery and fabric to unlock a series of augmented reality experiences. This industry-first technology will allow users to scan any Polo Pony logo wherever it appears and in any medium – printed materials, shopping bags, digital executions, advertisements – and from apparel for the first time ever. Timed to align with the upcoming shopping season, this innovative technology and accompanying holiday-inspired AR experience offers users the opportunity to discover the rich world of Ralph Lauren all the way through point of purchase. On an ongoing basis, the AR experience will routinely refresh with new themes and creative executions.
The RL Virtual Experience
Continuing the Company’s emphasis on digital transformation and connected retail, the Ralph Lauren store experience will be offered to a global audience, for the first time, through a groundbreaking hybrid brick-and-mortar and digital shopping experience– The RL Virtual Experience. This new way to shop allows consumers to virtually step into the elegant world of Ralph Lauren’s most iconic retail spaces in New York, Beverly Hills, Paris and Hong Kong. The virtual store will feature the newest collections, along with antique and vintage offerings, all shoppable from the comfort of home. First piloted in the Beverly Hills store in Los Angeles earlier this year, the program has already proven success increasing foot traffic through virtual visits by over 10x, with thousands of customers visiting every day.
In addition, aligning with the Company’s strategic priority to win over a new generation, a social-first execution of the experience will be available on Snapchat in the coming months. Users will be able to virtually enter our stores through a bespoke Snapchat lens and interact with creative elements and shop select pieces.
In Moscow, the virtual experience will be imagined as The RL Home Chalet, where customers will be able to shop the breadth of the Ralph Lauren collections through a winter-themed experience.
“Family Is Who You Love” Campaign
Anchored in the belief that “family is who you love”, Ralph Lauren’s holiday campaign is an inspiring celebration of togetherness and features a diverse cast representing a broad-spectrum of family – from individual families to communities and groups across the world. The cast includes writer, director and producer Robbie Rogers and his husband Greg Berlanti; native American model and artisan Philip Bread and his family; members from the non-profit community-based prevention program ‘Work to Ride’; the Parisian dance collective ‘La Marche Bleue; professional rugby player Maro Itoje and family; and musician, producer and fashion designer Edison Chen and Chinese supermodel Qin Shupei.
“The Holiday Run” Virtual Game
Other unique digital extensions this holiday will punctuate the consumer experience, including a virtual shoppable game. The iconic Polo Bear will take center stage in “The Holiday Run” Game – the bear will race to iconic Ralph Lauren storefronts around the world to collect gifts and discover new products. The game will be available globally on RalphLauren.com and through Instant Game on Facebook Messenger. In December, Ralph Lauren will invite notable gaming personalities across the UK, France and Germany to experience “The Holiday Run” at a live gaming event on Twitch.
The Perfect Holiday Gift
An array of timeless Ralph Lauren icons for the whole family will be offered this season, including classic Polo shirts, luxurious cable-knit cashmere sweaters, and the newly introduced Custom Packable Jacket from the Create-Your-Own program. Consumers will have the ability to fully customize an insulated outerwear piece for a one-of-a-kind gift. Each jacket is made-to-order and uses recycled nylon and polyester fabrics, as well as recycled down alternative insulation.
As part of Ralph Lauren’s digitally enhanced customer service programming, an online gifting concierge service featuring the Polo Bear will offer personalized real-time gift recommendations on Facebook Messenger and WhatsApp in Europe. Additionally, cross Ralph Lauren’s global stores, virtual one-on-one shopping appointments with expert stylists are available, offering tailored trend advice, personalized wardrobe styling and gifting recommendations.
This year, Ralph Lauren will bring the magic of the holidays to life through a global marketing campaign that celebrates family, togetherness and unity.
A series of immersive digital-first experiences, engaging the consumer through innovative virtual touchpoints, will reimagine holiday shopping and create new ways to experience the brand.
The Interactive Polo Pony Scan with Snapchat
Ralph Lauren is launching a first-to-market program in partnership with Snapchat, that will enable users to scan the iconic Polo Pony logo from embroidery and fabric to unlock a series of augmented reality experiences. This industry-first technology will allow users to scan any Polo Pony logo wherever it appears and in any medium – printed materials, shopping bags, digital executions, advertisements – and from apparel for the first time ever. Timed to align with the upcoming shopping season, this innovative technology and accompanying holiday-inspired AR experience offers users the opportunity to discover the rich world of Ralph Lauren all the way through point of purchase. On an ongoing basis, the AR experience will routinely refresh with new themes and creative executions.
The RL Virtual Experience
Continuing the Company’s emphasis on digital transformation and connected retail, the Ralph Lauren store experience will be offered to a global audience, for the first time, through a groundbreaking hybrid brick-and-mortar and digital shopping experience– The RL Virtual Experience. This new way to shop allows consumers to virtually step into the elegant world of Ralph Lauren’s most iconic retail spaces in New York, Beverly Hills, Paris and Hong Kong. The virtual store will feature the newest collections, along with antique and vintage offerings, all shoppable from the comfort of home. First piloted in the Beverly Hills store in Los Angeles earlier this year, the program has already proven success increasing foot traffic through virtual visits by over 10x, with thousands of customers visiting every day.
In addition, aligning with the Company’s strategic priority to win over a new generation, a social-first execution of the experience will be available on Snapchat in the coming months. Users will be able to virtually enter our stores through a bespoke Snapchat lens and interact with creative elements and shop select pieces.
In Moscow, the virtual experience will be imagined as The RL Home Chalet, where customers will be able to shop the breadth of the Ralph Lauren collections through a winter-themed experience.
“Family Is Who You Love” Campaign
Anchored in the belief that “family is who you love”, Ralph Lauren’s holiday campaign is an inspiring celebration of togetherness and features a diverse cast representing a broad-spectrum of family – from individual families to communities and groups across the world. The cast includes writer, director and producer Robbie Rogers and his husband Greg Berlanti; native American model and artisan Philip Bread and his family; members from the non-profit community-based prevention program ‘Work to Ride’; the Parisian dance collective ‘La Marche Bleue; professional rugby player Maro Itoje and family; and musician, producer and fashion designer Edison Chen and Chinese supermodel Qin Shupei.
“The Holiday Run” Virtual Game
Other unique digital extensions this holiday will punctuate the consumer experience, including a virtual shoppable game. The iconic Polo Bear will take center stage in “The Holiday Run” Game – the bear will race to iconic Ralph Lauren storefronts around the world to collect gifts and discover new products. The game will be available globally on RalphLauren.com and through Instant Game on Facebook Messenger. In December, Ralph Lauren will invite notable gaming personalities across the UK, France and Germany to experience “The Holiday Run” at a live gaming event on Twitch.
The Perfect Holiday Gift
An array of timeless Ralph Lauren icons for the whole family will be offered this season, including classic Polo shirts, luxurious cable-knit cashmere sweaters, and the newly introduced Custom Packable Jacket from the Create-Your-Own program. Consumers will have the ability to fully customize an insulated outerwear piece for a one-of-a-kind gift. Each jacket is made-to-order and uses recycled nylon and polyester fabrics, as well as recycled down alternative insulation.
As part of Ralph Lauren’s digitally enhanced customer service programming, an online gifting concierge service featuring the Polo Bear will offer personalized real-time gift recommendations on Facebook Messenger and WhatsApp in Europe. Additionally, cross Ralph Lauren’s global stores, virtual one-on-one shopping appointments with expert stylists are available, offering tailored trend advice, personalized wardrobe styling and gifting recommendations.
Designer:
Ralph Lauren
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