Case Background
The Moncler brand was born among the mountains of Grenoble, originally specializing in the production of sleeping bags and jackets to provide warmth and protection for workers in the Alps. Later, building on its expertise in making warm and protective gear, Moncler developed into one of the most sought-after brands in the field of mountaineering and urban outdoor apparel, with its outdoor clothing leading the way in innovation and fashion. Today, the name "Moncler" is a household name. Their goal in choosing Tuke marketing was to enhance brand awareness of their product lines and thereby attract more new followers to their Tuke account.
Solution
To build momentum and push interaction rates to new heights, Moncler chose to launch a brand challenge. This is one of the most popular types of Tuke ads, capable of reaching a large audience through viral dissemination. Leveraging the hit song "Bubble" by popular rapper @tydollasign (with over 291,000 followers), Moncler launched the #MonclerBubbleUp challenge, sincerely asking users: "How do you get into your bubble?" Here, "Bubble" is a pun, referencing both the song "Bubble" and using its literal meaning to refer to winter wear. Users participating in the challenge had to share their creative looks, showcasing their style inspired by Moncler's comfortable, fully wrapped, oversized product line.
The brand challenge offers two main advantages for brands: expanding reach through advertising and fostering deep interaction with users through a large amount of UGC content. All user-submitted videos for the challenge are aggregated on a challenge page that includes a description and external links. The promotional package also included other types of ads to further boost the challenge's exposure, with Moncler choosing to run a series of supplementary in-feed ads in Italy and France. This creative challenge allowed the community to unleash its boundless imagination, resulting in countless brilliant pieces of content. Most of the content involved styling with household items like duvets and pillows, then switching to Moncler jackets in a transition effect, much like Moncler's boldest and most avant-garde digital fashion show. The brand also collaborated with several popular creators from the UK and the US to kick off the challenge, with appearances by @Charli D'Amelio (over 108 million followers) and @Bella Poarch (over 56 million followers) further igniting users' creative inspiration.
Marketing Results
This challenge successfully reached new users around the world, achieving results far above average and outperforming expectations. The challenge garnered a total of 7 billion video views, setting a benchmark for popularity and reach. Over 2.6 million user-generated videos continuously appeared in the feed, ultimately bringing 170,000 new followers to Moncler's business account.
