Digital Writing Assignment 4

Digital Writing Assignment 4

The element I chose to focus on Gucci is sustainability. The messages I want to create through different communication platforms need to provide more information about sustainability within the Gucci Company. ‘Various luxury brands have become a natural target for animal rights activist and environmental campaigners, who condemn the heavy use of rare animals and lack of transparency in the supply chain’ (Doran, S. 2014). A variety of environmental and social plans have been implemented in those companies and are yet outshined by the media that the use of animal testing and chemicals in products is limited. This topic would be appealing to various consumers within the Gucci brand, or even potential future consumers.

Instagram

Goal: The audience that instagram appeals are young people who enjoy observing pictures and even ‘tagging’ friends in them. This could be an appealing communication platform as sometimes ‘picture say more than words’. From the pictures that would be posted about the sustainability, the awareness would rise as instagram pictures are easily reposted or even shared. Besides pictures, videos can also be uploaded and can also generate a big impact on the viewers.

Twitter

Goal: Twitter is aiming at sharing small powerful posts, which users can re-tweet or comment on. A good example would be:

#Gucci: Did you know that Gucci has launched their new collection, which are made out of sustainable and environmental friendly material?

#Gucci: Sustainable luxury means a more sustainable world!

#Gucci: The luxury thinks about the environment, and so should you!

Facebook

Goal: Facebook is a social media where it catches the attention of the public within no time. When a message is short and powerful, Facebook’s target audience feels like it is directed at them. A good example would be:

“Today, the bag has been refashioned into new styles in the Bamboo Confidential collection, including the elegant Lady Lock and the practical Bamboo Shopper, but best of all, Gucci has committed to making these, and all their bags, more sustainable”

This post introduces the new collection and sustainability change all at once. It is straightforward and catchy.

LinkedIn

Goal: LinkedIn is a more serious social media platform. It is focus on companies and workers. Though, this would be an interesting platform as messages about Gucci sustainability would be more straight forward and formal. LinkedIn could be sharing pages of interest among users. This would spread easily.

Links:

http://luxurysociety.com/articles/2014/01/gucci-steps-towards-sustainability