2020 Social Approach to Social Media Marketing for Luxury Brands

Luxury Brands + Social Media2020 Social: Because Business is Social

gaurav@2020social.com@gauravonomics

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.

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gaurav@2020social.com@gauravonomics