Italian label Valentino has revealed an effort to tap into the potential of a viral social media moment with a campaign made in partnerships with multiple popular meme accounts, known for their fashion-associated accounts. Marking the spot, most of the posts are overlaid with a large Valentino water mark.
Titled “Uncensored V Logo Signature,” the campaign includes Sebastian Tribbe’s @youvegotnomale account, which went with a Leo-themed post playing off of the dramatic personality typically associated with the astrological sign. A second post speaks to the traits of someone with a moon in Taurus. In the caption, Tribbe wrote, “IM OBSESSED THAT @maisonvalentino LOVES ASTROLOGY & ASKED ME TO MAKE MEMES FOR THEIR NEW CAMPAIGN.”
Instagram account @mytherapistsays the well worn Mean Girls meme phrase, “Get in loser we’re going shopping,” a line used with a photograph of two dogs in a convertible.
In addition to meme makers, Valentino also tapped @portiswasp1, an account run by Scottish mixed media artist Portis Wasp, who’s known for his fashion-themed collages.
While Valentino earns points for taking a clever approach, the campaign mainly falls flat. In part that’s because the best and most viral memes are born of spontaneous, of-the-moment ideas as opposed to an idea fueled by a hashtag and a paycheck. That’s not to say that financed campaigns are incapable of going viral because they do, but for whatever reason the magic didn’t materialize for this effort.