Gucci is pleased to announce its partnership with Triple Lift, a newcomer in the social advertising space, to promote Gucci's Fall/Winter 2012-13 digital campaign.
Triple Lift's technology will enable consumers to pin Gucci's products directly from banner ads to Pinterest adding the imagery to their personal Pinterest boards. Triple Lift's analytics platform allows Gucci to track the engagement and earned media exposure as the images move through the Pinterest community. Gucci is Triple Lift’s first luxury brand partner.
"Gucci's use of our earned media amplification brings one of the most important shopping activities – the sharing of products among consumers who share similar styles – to online marketing" says Eric Berry, CEO of Triple Lift. "Our platform measures how a brand’s visual assets are being shared and engaged with across the web, and we’re firm believers that promoting image sharing is a win-win. We’re pleased to bring image sharing to a new channel – display advertising – in a way that benefits brands and consumers alike.
Through this program, Gucci is leveraging its digital advertising assets to reach a broader group of people via social media platforms to create more value in these properties.
“Gucci followers are already celebrating our brand across social media channels including Pinterest. We are excited to see how Triple Lift's technology paired with our campaign will bring new consumers into that conversation,” says Robert Triefus, Gucci’s Chief Marketing Officer.