2020 Social Approach to Social Media Marketing for Luxury Brands


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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.

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2020 Social Approach to Social Media Marketing for Luxury Brands

  1. 1. Luxury Brands + Social Media 2020 Social: Because Business is Social gaurav@2020social.com @gauravonomics
  2. 2. Luxury Brands + Social Media Luxury brands need to balance being accessible on social media and being So, luxury brands should exclusive in real life. build desire amongst fans but also create exclusive experiences for customer. 1. Awards, 2. Sharable 3. Highly 4. Private magazines, digital curated co- customer communities artifacts creation communities LMVH Godiva Burberry Art Generation Nowness, virtual gifts, of the Benz, A Rolex Awards LMVH tie Trench, Mac Small World Accessibility: posters Artist tweets Exclusivity: Awareness of Achievement of the brand’s the brand’s promise is promise is accessible exclusive Adapted from Marci Ikeler & Phil Jackson: http://slideshare.net/marciikeler/digital-strategies- for-luxury-brands
  3. 3. 1 Create awards, magazines and communities to interpret luxury lifestyle, fashion and design with your brand’s unique lens.
  4. 4. NOWNESS by LVMH  LMVH has created an online magazine called Nowness, focused on the luxury lifestyle and the art of living. Source: http://nowness.com
  5. 5. Thierre Mugler Womanity  Designer Thierry Mugler has created a community called Womanity to explore different aspects of being a woman. Source: http://womanity.com
  6. 6. D&G Swide Magazine  D&G has created a luxury lifestyle magazine Swide.  D&G’s widgetized homepage marries high-style with high- tech and pulls in content from Facebook, Twitter and YouTube. Source: http://swide.com & http://dolcegabbana.com
  7. 7. Wyndham Women on Their Way  Wyndham Hotels and Resorts has created a community called “Women on Their Way” where women travelers share travel stories and tips. Source: http://womenontheirway.com
  8. 8. BMW Mini Space Community  BMW MINI has created a community for designers and creatives around the “Creative Use of Space”.  The community has become a hub for connecting creative people, events and projects. Source: http://minispace.com
  9. 9. Rolex Awards  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. Source: http://rolexawards.com
  10. 10. 2. Leverage your brand’s desirability to create sharable digital artifacts.
  11. 11. Godiva Virtual Gift Shop  Belgian chocolatier Godiva 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. Source: http://facebook.com/Godiva?v=app_144428179171
  12. 12. Hermes Tie Posters  Hermes created a Facebook app to encourage users to share funny manifesto posters featuring Hermes ties with their friends. Source: http://facebook.com/hermes?v=app_1230277943808 43
  13. 13. Tiffany iPhone App  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? Source: http://itunes.apple.com/app/tiffany-co- engagement-ring/id375427126?mt=8
  14. 14. Ferrari Memorabilia Store  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? Source: http://ferrari.com/english/community & http://store.ferrari.com/en/fan
  15. 15. 3. Bring together designers, artists and customers to share how they interpret your brand.
  16. 16. Burberry Art of the Trench  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. Source: http://artofthetrench.com
  17. 17. Mac Artist Tweets  Mac compiles behind- the scene tweets from its makeup artists during fashion shows. Source: http://macartiststweets.com
  18. 18. Coach Design a Tote Contest  Fashion brand Coach asked consumers to design a limited edition tote using its iconic design elements. Source: http://brickfish.com/fashion/Coach
  19. 19. Sheraton Better When Shared  Sheraton Hotels & Resorts has created a community where its customers can share travel tips and stories. Source: http://sheratonbetterwhenshared.com
  20. 20. 4. Create a private invite-only social network to underline your brand’s exclusivity.
  21. 21. A Small World  A Small World is a private community of “internationally minded people” from around the world. Source: http://asmallworld.net
  22. 22. Generation Benz Community  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. Source: https://generationbenz.com
  23. 23. The St. John Community  Luxury brand St. John has created a community for its customers to connect with each other. Source: http://www.sjk.com/community
  24. 24. Ask Us How 2020social.com | contact@2020social.com| @2020social gaurav@2020social.com @gauravonomics