Karlie Kloss is now adding some fun to Swarovski.
Just recently, the multifaceted Austrian label announced that the quirky supermodel is its new brand ambassador. Through this, Swarovski hopes to tap into a wider, more digital-savvy consumer base.
“Karlie is someone that young women look up to and her use of social media makes her accessible to a broad audience,” says Nathalie Colin, Swarovski’s creative director. “Accessibility has always been part of our brand’s DNA and we take every opportunity to get closer to our consumers. Karlie has an innate understanding of the digital world and we can’t wait to leverage her creativity to share inspiring stories about our jewelry and capture those emotional moments in life.”
To jumpstart Kloss’s campaign, Swarovski released a video that shows the supermodel trying to correctly pronounce the brand.
More than its casually cheerful theme, Swarovski executives say that the video seeks to address an ongoing market concern.
“We learned through Google search insights that the pronunciation of our brand name is actually in the top 3 global search topics for Swarovski,” says Yelena Aschberger, Swarovski’s VP for Digital Communication, PR & Events. “We saw this as an opportunity to address the question that many have on their minds, and with a little help from Karlie we developed dedicated content for Youtube to capitalize on the search demand.”
In line with this, Swarovski also launched a dedicated website where people can share their own personal videos together with an official hashtag (#HowYouSayIt). The aim is to have a fun, more inclusive way to help consumers master how the brand is pronounced.
—Eugene Y. Santos