Right now, memes are all over Gucci’s Instagram feed as the luxury brand reworked well known memes to launch their ‘TFWGucci’ campaign. The campaign was promoting Gucci’s watches particularly the launch of their Marche de Merveilles watches. So why use memes?
Memes are everywhere. If you’re not tagging someone in them then you’re being tagged in them yourself. They are an internet sensation ‘passed from user to user a million times a day’ as we relate to what is being shared in a picture and a few words. Why wouldn’t Gucci use a tool shared by millions to advertise their products? Isn’t it the perfect marketing opportunity?
This idea of using Memes seems to fit nicely with the USP of the Gucci brand. Gucci describe themselves as ‘influential, innovative and progressive’ and say that they view luxury fashion with a modern and 21st century approach. It appears that Gucci think this modern approach is to use the memes that are ever-present in all forms of social media.
Creative Director Alessandro Michelle had a ‘desire to engage in a wider creative community than that which traditionally translates around the world of fashion.’ The extent to which the creative community were involved can clearly be seen with Gucci saying that ‘international meme creators have been approached to either create a meme themselves … or to propose an idea that can be incorporated by inviting a visual artist.’ Meme creators such as @beigecardigan @williamcult, @champagneemojis, @textsfromyourexistentialist and @cabbagecatmemes worked alongside artists like Alex Soth, @pollynor, Amanda Charcian and John Yuyi.
A lot of the memes were the “result of a two-way or three-way collaboration’. Yet despite this joining of forces the Gucci memes had mixed reviews. Whilst positive comments included ‘Gucci memes are the best thing to happen right now’ and ‘Gucci’s Instagram be fire’ negative comments included ‘This is just offensive’ and ‘Oh my God stop trying please.’
The memes have got a LOT of likes on Instagram though, with the most popular, from @johnyuyi, hitting over 200 thousand. The meme, which featured messages on the models face, was keeping in with the artist’s previous work, who made a name for herself by temporarily applying her Facebook profile to her face. She has continued to temporarily tattoo likes, messages, avatars and logos to convey that our social media presence is a part of us.
Another popular meme was from @cabbagecatmemes who produced a take on the meme ‘a guy she says I shouldn’t worry about’ which featured a cheap plastic watch shown with a Gucci watch.
Gucci have previously created Instagram and Snapchat campaigns but is creating memes just one step too far? Are they showing they are ‘influential’ and ‘innovative’ or just trying too hard? What do you think?
Text: Chaz Pond
Images: Instagram (Gucci).