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By Suzanne Bearne
Swarovski Crystal, the jewellery and ornament brand, is looking to ramp up its social media activity.
The brand has issued a request for proposals to UK agencies to create a pan-European social media strategy to help the brand discover which areas of the web the brand should be conversing in.
The project, understood to be titled, "Swarovski goes social media", will focus on ramping up the brand's social media activity.
An agency source said Swarovski said it wanted to investigate "how and in which media they should appear in this communication culture of social and integrated media."
The luxury brand, whose Crystal range includes crystal sculptures, jewellery and chandeliers, held chemistry meetings with a number of agencies during November. The hunt is being led from its head office in Switzerland.
Swarovski has recently launched a Facebook app, allowing fans to browse the latest fashion news, view exclusive interviews with designers, celebrities and artists and share videos with friends. The brand has over 100,000 fans on Facebook.
Its Twitter page has eight updates with 70 followers.
The push into social media comes in the wake of luxury brand Burberry launching a social network called Art Of The Trench. Since its launch in November, Burberry's site has attracted more than 200,000 unique users and garnered more than 3m page views (nma 18 November).
Swarovski was established in 1895 and has a presence in more than 120 countries.
Swarovski was unavailable for comment.
Copyright: Centaur Communications Ltd. and licensors
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