2020 social approach to social media marketing for luxury brands
DESCRIPTION
2020 Social approach deck on how luxury brands are using social networks and online communities to become accessible to fans but still remain exclusive for customers.TRANSCRIPT
Luxury Brands + Social Media
Exclusivity:Achievement of the brand’s promise is exclusive
Accessibility:Awareness of the brand’s promise is accessible
Luxury brands need to balance being accessible on social media and being exclusive in real life.
So, luxury brands should build desire amongst fans but also create exclusive experiences for customer.
Adapted from Marci Ikeler & Phil Jackson: http://slideshare.net/marciikeler/digital-strategies-for-luxury-brands
1. Awards, magazines, communities
2. Sharabledigital artifacts
3. Highly curated co-creation
4. Private customer communities
LMVH Nowness, Rolex Awards
Godiva virtual gifts, LMVH tie posters
Burberry Art of the Trench, Mac Artist tweets
Generation Benz, A Small World
1 Create awards, magazines and communities to interpret luxury lifestyle, fashion and design with your brand’s unique lens.
NOWNESS by LVMH
Source: http://nowness.com
LMVH has created an online magazine called Nowness, focused on the luxury lifestyle and the art of living.
Thierre Mugler Womanity
Source: http://womanity.com
Designer Thierry Mugler has created a community called Womanity to explore different aspects of being a woman.
D&G Swide Magazine
Source: http://swide.com & http://dolcegabbana.com
D&G has created a luxury lifestyle magazine Swide.
D&G’s widgetizedhomepage marries high-style with high-tech and pulls in content from Facebook, Twitter and YouTube.
Wyndham Women on Their Way
Source: http://womenontheirway.com
Wyndham Hotels and Resorts has created a community called “Women on Their Way” where women travelers share travel stories and tips.
BMW Mini Space Community
Source: http://minispace.com
BMW MINI has created a community for designers and creativesaround the “Creative Use of Space”.
The community has become a hub for connecting creative people, events and projects.
Rolex Awards
Source: http://rolexawards.com
Established in 1976, the Rolex Awards recognize pioneering projects that demonstrate innovative thought and contribute to the betterment of humankind.
The Rolex Laureates share news and insights on their projects on a blog.
2. Leverage your brand’s desirability to create sharable digital artifacts.
Godiva Virtual Gift Shop
Source: http://facebook.com/Godiva?v=app_144428179171
Belgian chocolatierGodiva has a virtual gift shop on Facebook.
Godiva also tied up with Communispace to create an invite-only all-woman private research community of chocolate lovers.
Hermes Tie Posters
Source: http://facebook.com/hermes?v=app_123027794380843
Hermes created a Facebook app to encourage users to share funny manifesto posters featuring Hermes ties with their friends.
Tiffany iPhone App
Source: http://itunes.apple.com/app/tiffany-co-engagement-ring/id375427126?mt=8
Tiffany has created an engagement ring finder iPhone app that lets customers determine their ring size by placing a ring on the screen, apart form offering expert tips.
What if fans could gift each other virtual engagement rings from Tiffany?
Ferrari Memorabilia Store
Source: http://ferrari.com/english/community & http://store.ferrari.com/en/fan
The Ferrari fan community is built around the fan forums but also has a paid section for racing enthusiasts.
Ferrari also has a popular memorabilia store.
What if Ferrari started offering its models and memorabilia as virtual gifts?
3. Bring together designers, artists and customers to share how they interpret your brand.
Burberry Art of the Trench
Source: http://artofthetrench.com
A collaborative project to create “a living document of the trench coat and the people who wear it”.
Consumers and creative image-makers submit photographs of people wearing the Burberry trench coat and the best photographs are showcased.
Mac Artist Tweets
Source: http://macartiststweets.com
Mac compiles behind-the scene tweets from its makeup artists during fashion shows.
Coach Design a Tote Contest
Source: http://brickfish.com/fashion/Coach
Fashion brand Coach asked consumers to design a limited edition tote using its iconic design elements.
Sheraton Better When Shared
Source: http://sheratonbetterwhenshared.com
Sheraton Hotels & Resorts has created a community where its customers can share travel tips and stories.
4. Create a private invite-only social network to underline your brand’s exclusivity.
A Small World
Source: http://asmallworld.net
A Small World is a private community of “internationally minded people” from around the world.
Generation Benz Community
Source: https://generationbenz.com
Mercedes Benz has created a private, invite only social network for Gen Y customers called Generation Benz.
Owners of Mercedes cars discuss about their cars and lifestyles and access special events and merchandise provided by Mercedes.
The St. John Community
Source: http://www.sjk.com/community
Luxury brand St. John has created a community for its customers to connect with each other.
