In 2016, Gucci launched the #24HourAce campaign which was their largest cross-collaboration yet, involving 19 artists from around the world. The project was executed by each artist in 60 second videos, showcasing how the Ace tennis shoe featured in their daily lives. This year, the #24HourAce is back, but with an ASMR twist.
ASMR: a feeling of well-being. How better to market your product than to use it to make people feel good. Literally.
The first video was posted one day ago and is the work of @_estebandiacono who is a freelance motion designer, “not an artist”. The video is odd but also enticing, and seems to follow along with this year’s MET Gala theme, which Gucci designer Alessandro Michele sat on the board of.
Apart from posts, @gucci has also been uploading IG stories that detail the inspiration, idea, and/or design process behind each of these artistic takes on the Ace sneaker.
Check out the details behind the first collab in the IG highlight and these screenshots:
Their second video, also posted yesterday (27th June at the time of writing), is the work of Singaporean artist Oh Jia Hao (@lioncolony) and has amassed 2.2M views in the last 23 hours alone.
It is Gucci’s most viewed, liked and commented video on Instagram this whole year.
We’re not surprised. Excellent artistry aside, ASMR videos are one of the most highly viewed videos on YouTube.
There are currently 5.2 million ASMR videos available on YT alone, and a top ASMR video can garner over 16 million videos.
Brand accounts generally don’t garner a high Engagement Rate on Instagram and Gucci is no different with an average of 0.29%. This post, however, has already surpassed that number in a matter of 23 hours and also garnered an 8% Engagement Rate on @lioncolony’s own Instagram account.
The reactions to these three ASMR videos so far are nothing but positive. From moulding balls of clay to cutting bars of soap, ‘satisfying’ videos have been making their rounds on Instagram but who would’ve known it could have been used to market a tennis shoe? (Gucci knew).
The idea is novel, it is aesthetically pleasing, and it is sure to be shared and re-shared across Instagram. The key hashtags to look out for in this campaign are #GucciAce and #24HourAce — both of which we have our eye on as the Gucci team continues to roll out the videos. So far both hashtags have generated close to 50,000 posts.
Apart from ASMR Influencer Marketing, the Italian fashion house has also engaged the use of Augmented Reality (AR) to market their product. In collaboration with WANNABY, an AR commerce company, the Gucci app now allows you to ‘try on’ their Ace sneaker before making a purchase. This adds an even greater facet of convenience to the online shopping experience because you are now able to get as close to trying the physical shoe on. Additionally, even users who have no intention of purchasing the shoe will be inclined to take a picture and share it on social media, thus giving the brand greater exposure thanks to this feature.
That’s not all. The photo booth on the app now also comes clad with custom Ace sneakers that you can use to decorate your pictures and share to social media.
It’s all about the aesthetic these days and Gucci has got that down pat. Their collaboration with artists around the world — most of whom are up-and-coming or lesser known — is also a beautiful way to reinforce the relationship between art and fashion. We’re looking forward to the remaining videos and we will be back soon with an Influencer Marketing analysis of the campaign as a whole once it is in its latter stages.