#TFWGucci
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Part of a series on Viral Marketing. [View Related Entries]
Overview
#TFWGucci is a social media campaign by luxury fashion brand Gucci in which they commissioned Gucci-centered memes from popular meme creators, artists, and photographers.
Background
On March 17th, 2017, Gucci debuted the campaign on Instagram. On their first post, shown below, they captioned the image, "Debuting #TFWGucci (That Feel When Gucci). The House’s new collaborative art project in the digital space is a lineup of memes featuring the new #LeMarchédesMerveilles collection of watches." The post gained over 59,200 likes.
Gucci also launched a micro-website[2] that hosts all the art and makes it available for purchase.
Developments
The campaign, which featured 55 different pieces,[3] attracted a significant amount of media attention. New York Magazine,[4] Adweek,[5] Buzzfeed,[3] Hollywood Reporter,[6] and more all covered the campaign. Instagram and Twitter meme makers cited for their work on captions include @champagneemoji,[3][7] @williamcult,[2][8] and @beigecardigan.[9]
Various Examples
Search Interest
Unavailable
External References
[1] Instagram – First #TFWGucci Post
[3] Buzzfeed – Gucci Commissioned A Meme Art Project And This Is How It Turned Out
[4] New York Magazine – Gucci Releases Its Spring Line of Luxury … Memes
[5] Adweek – Gucci Memes Itself, With Help From Artists, in Strange and Entertaining Instagram Ads
[6] Hollywood Reporter – GUCCI EMBRACES ITS OWN RIDICULOUSNESS, MEMES ITSELF
[7] Instagram – @champagneemojis
[8] Instagram – @williamcult
[9] Instagram – @beigecardigan
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