珠寶品牌鑽進明星微博

Gowns are not the only highly lucrative product placement opportunities for brands during awards season; jewellery houses are getting in on the act too.

在各大頒獎典禮上，禮服並非各大時尚品牌公司唯一可資利用的廣告植入宣傳機會，珠寶公司同樣也是積極參與。

“The combination of celebrity plus social media is a hugely profitable platform for luxury jewellery and watch brands,” says Shaz Moaven, founder of Moaven PR, which specialises in working with celebrities and luxury brands. “Social media increases the reach and visibility of brands internationally. While it provides news stories for journalists, the popularity of the celebrity means that the story has a long shelf-life.”

“名人與社交媒體相結合，成了衆多奢侈首飾與手錶公司賺取滾滾財源的重要平臺，”莫阿文公關公司(Moaven PR)創始人沙茲•莫阿文(Shaz Moaven)說，他是與名人及奢侈品牌打交道的行家裏手。“社交媒體能提高該品牌在全世界的知名度及影響力，並能爲媒體記者提供新的傳奇故事，名人的知名度意味着相關故事能夠流傳更長時間。”

When Fabergé recently placed its Treillage collection on Olivia Palermo, Erin O’Connor and Andrea Riseborough, the jewels sold briskly. The Fine Treillage Rose Gold ring sold out over Christmas in stores in Britain and America. The brand has found that celebrity endorsement online has translated effectively internationally and, more importantly, into new markets.

費伯奇(Fabergé)最近請奧利維亞•巴勒莫(Olivia Palermo)、艾琳•歐康娜(Erin O’Connor)以及安德麗亞•瑞斯波羅格(Andrea Riseborough)代言其Treillage珠寶系列後，它們很快就銷售一空。在英美各大門店，Fine Treillage Rose Gold款戒指在去年聖誕假期期間供不應求。該公司發現名人的網絡代言也能在全球產生立竿見影的效果，而且更重要的是在新興市場尤爲如此。

A day before the London premiere of The Hobbit, actor Dominic Monaghan tweeted about the Glam Rock watch he would be wearing the next night. “Dominic’s tweet had an immediate impact on sales even before he put the watch on his wrist,” says Moaven. Similarly, when Moaven dressed Britney Spears in De Grisogono jewellery and a Glam Rock SoBe watch in her new music video “Scream and Shout” with , the watch sold out within hours. There is now a two-month waiting list for the watch, and the song has gone on to become number one in more than 20 countries.

就在《霍比特人》(The Hobbit)倫敦首映式前一天，主演多米尼克•莫納漢(Dominic Monaghan)在自己的微博中展示自己佩戴的華麗搖滾手錶(Glam Rock)，他準備第二天晚上戴着它參加電影首映式。“甚至第二天手錶還沒戴手上，多米尼克的顯擺就讓該表的銷售一發而不可收，”莫阿文說。類似的情況還有： 在“小甜甜”布蘭妮(Britney Spears)與合作的新音樂電視《尖叫吶喊》(“Scream and Shout”)中，莫阿文讓她佩戴德•克里斯可諾(de Grisogono)首飾與Glam Rock SoBe watch手錶亮相後，短短几個小時內該款手錶就被搶購一空。如今想購買該款手錶就得靜等兩個月時間，而且該首歌如今還在20多個國家雄居音樂榜冠軍。

However, competition is fierce. More haute couture brands, such as Louis Vuitton, Chanel and Dior, now have their own jewellery divisions and celebrity contracts. Companies such as Leviev and Backes and Strauss, which were previously diamond wholesalers, have entered the world of retail. Meanwhile, jewellery and watch powerhouses such as Chopard and Tag Heuer have sizeable celebrity budgets.

但是，各大品牌之間的競爭異常慘烈。包括路威酩軒(Louis Vuitton)、香奈兒(Chanel)以及迪奧(Dior)在內的更多高級時尚品牌如今都成立了自己的珠寶分部，並與不少名人簽訂了合同。雷弗埃夫(Leviev)及Backes and Strauss等以前專營鑽石批發的公司也把觸角伸進了零售業。與此同時，蕭邦公司(Chopard)以及豪雅(Tag Heuer)等珠寶及手錶巨挈也拔備了相當可觀的名人代言經費。

Agencies are usually tight-lipped about celebrity fees but Haig Avakian, whose family business has a boutique at the entrance of the Beverly Wilshire hotel on Rodeo Drive, confirms celebrities with more followers on social media sites are commanding larger fees from luxury brands. “From a celebrity’s perspective, their following on social media sites has now become an extra-added value when negotiating certain placements. It provides brands with extra exposure. Someone like Rihanna has over 27m Twitter followers – that’s a direct form of advertising. This is taken into account when discussing placements,” says Avakian.

各家公司通常對名人代言費諱莫如深，但黑格•阿瓦基安(Haig Avakian)卻承認在社交網站上有更多擁躉的名人往往會提出更高的代言費。阿瓦基安的家族在羅迪歐大道(Rodeo Drive)的貝弗利山威爾希爾酒店(Beverly Wilshire)入口處經營着一家專賣店。“名人如今在社交媒體網站上的影響力與日俱增，此舉可以讓他們在敲定網絡廣告代言費時額外增加談判籌碼，也能額外增加品牌的曝光度。如蕾哈娜(Rihanna)在Twitter上擁有2700萬多的擁躉——那就相當於直接打廣告。商談廣告代言費時，這就得考慮進去，”阿瓦基安說。

“Some celebrities and socialites have enormous followings – Pink, for example, has over 12m followers – so the impact is big,” he adds. “The speed at which we can get our brand name out to a massive audience, based on the celebrity’s following, is unprecedented.” When Paris Hilton tweeted about wearing an Avakian necklace at last year’s Cannes Film Festival, for example, Avakian saw a significant rise in the number of Avakian Facebook fans within minutes and the necklace (worth $500,000) was sold out within weeks.

“有些名人與名流擁有大量擁躉——比方說，紅粉佳人(Pink)的粉絲就超過了1200萬——所以這種影響力非同尋常，”他補充道。“由於追星效應，時尚品牌影響廣大消費者的速度前所未有。”比方說，當帕利斯•希爾頓(Paris Hilton)佩戴阿瓦基安品牌的項鍊亮相去年戛納電影節(Cannes Film Festival)時，阿瓦基安就看到自己在Facebook的粉絲數量在短短几分鐘內大幅飈升，而價值50萬美元的一款項鍊也在幾周內被搶購一空。

“Product which is seen to work in the entertainment space can have an immediate and profound impact on online searches, sometimes within minutes of the placement – the speed of the reaction can be astounding,” says Vanessa Emilien of RKi 360, a London-based strategic marketing agency, whose clients include Bond Street jeweller David Morris.

“受娛樂空間追捧的產品就能對網絡搜索產生直接深遠的影響，有時廣告植入幾分鐘後就能立竿見影——網絡擁躉的反應速度讓人瞠目結舌，”倫敦戰略營銷機構RKi 360負責人範妮莎•艾米里安(Vanessa Emilien)說，她的客戶就包括了邦德街(Bond Street)珠寶店大衛•莫里斯(David Morris)。

However, some brands are starting to re-evaluate their celebrity endorsement strategies, continues Emilien. “The Office of Fair Trading is now asking celebrities to clearly indicate on the tweet that the message constitutes some form of advertising, which for the brand may be seen as counter-productive,” she says.

但是，有些品牌開始重新評估聘請名人代言的策略，艾米里安繼續說道。“公平交易辦公室(The Office of Fair Trading)如今要求名人必須在博客中明確說明穿着或佩戴某種品牌就相當於爲其做廣告宣傳，而品牌公司認爲這可能會適得其反，”她說。