这些广告系列专为这些目标消费者设计。他们有小内容的微型网站，如“INSIDE CHANEL”网站。这解释了品牌Coco Chanel的创造者所遇到的挣扎和辛劳。微型网站是一个概念，其中有补充网站创建作为一个附录，以利用当前的消费者赞助。然后这个微型网站与其他社交媒体门户网站结合。该网站的点击量超过600万。这增加了品牌的传统价值，并强化了坚强女性的概念。目标消费者群体可以用这个身份识别他们。这就是品牌如何寻找与目标消费者联系的创新方式。
Holt (2016) stated that the brand imaging and development has caused considerable changes in the current methods of branding. The viral campaigns are found to have an impact only for a few weeks. There has been a rise in the competition, and the number of brand competing for the same consumer base has been increasing in the current times. There is an engaged crowd that needs a completely different strategy from the conventional standards (Holt & Cameron, 2010). The method that has been adopted by Chanel is a mixture of the conventional culture branding and the current trends. These have been explored in the following (Holt, Quelch & Taylor, 2004). In the digital media campaign, the market segmentation of the brand is the women from affluent background. The marketing efforts are targeted towards the consumers of luxury products and the product is positioned as an affluent product with premium quality and pricing. The product positions itself as a compelling product that combines the eclectic values of culture, struggle and identity.
The campaigns are designed exclusively for these target consumers. They have small content microsites such as” INSIDE CHANEL” website. That explains the struggle and the travails encountered by the creator of the brand Coco Chanel. Microsite is a concept where there are supplementary sites that are created as an addendum to leverage the present consumer patronage. This microsite was then combined with the other social media portals. There were more than 6 million hits for the site. This increased the heritage value of the brand and reinforced the concept of a strong woman. The target consumer base can identify them with this identity. This is how the brand looks for innovative ways to connect with the target consumer.