Given the heavy competition, luxury brands definitely try to out
do one another on social media. Ofcourse it helps that most of their content is
readily available i.e. photos of their products, which are equally lustworthy
and shareworthy! I would probably not reshare a post to win a lifetime supply
of Tide, however I would definitely tweet, post and email a referral link to my
friends in order to win a Céline. Note: Céline would never run such a competition
but a lot of the luxury retailers like Net-a-Porter, ShopStyle.com do.
Two brands that have embraced Social Media really well are
Burberry and David Yurman. Here is an edited excerpt on Burberry from content marketing
agency Pace:
Wanting a fresh approach and more engagement with younger
generations, Burberry invested more than 60% of their
marketing budget into digital, which helped lead to the creation of
two buzzworthy digital projects—the Burberry Acoustic project and the Burberry
Kisses project.
The Burberry Acoustic project,
which began in 2010, features up-and-coming British musicians hand-selected by
Burberry’s Chief Creative Officer, Christopher Bailey. A series of videos was
created showing the artists performing acoustic versions of their songs in
front of scenic, countryside backgrounds—which ties in with the imagery seen in
some of their advertisements. The artists in the videos are wearing Burberry
clothing, of course lending an air of hipness to the brand. The videos were
pushed on several content channels: a Burberry Acoustic microsite,
their YouTube channel and
on their Facebook page.
Many of these videos have over 100,000 views.
Burberry also got some buzz from their Burberry Kisses project. Partnering
with Google,
Burberry launched a website where consumers can use the webcams on their
computers or the cameras on their phones to capture their unique kiss print.
Users can then choose a lipstick (from the Burberry collection, of course) to
doll up their kisses, which is then used to seal a digital letter featuring a
note that they can write themselves. The letter is then sent to anyone of the
user’s choosing. An added bonus, users can see their letter crossing over their
local landscapes via StreetView technology while the letter makes its way to
its final destination.
David Yurman employs
user-generated content to showcase their jewelry and enlist help for a holiday
gift guide. The
jeweler partnered with InStyle Style Ambassador and Details to release a Facebook
application that allowed David Yurman enthusiasts to select preferred styles to
then be included in the brand’s Valentine’s Day Gift Guide. Looking to
enthusiasts for suggestions creates an interactive, personalized experience for
consumers who will likely feel as if their vote was the deciding factor in what
was featured in the guide.
On Facebook and Twitter,
the jewelry company asks customers to upload pictures of their signature style
using the hashtags #imagine and #davidyurman at imagine.davidyurman.com. Each
week, an image featuring two “DY Style Leaders” wearing David Yurman baubles is
posted on the Facebook and Twitter feeds from the photo submissions. The
company includes the Style Leaders picks in an online gift guide, which is
promoted via social media.
People love to win
contests and love to see themselves. The David Yurman social team knows it—and
they take full advantage with this campaign.
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