2. 49 brands
December
2014
Instagram
YouTube
Facebook
SUMMARY
FASHION & BEAUTY WATCHES & JEWELLERY
56 brands
December
2014
TOP PERFORMING
BRANDS:
TOP PERFORMING
BRANDS:
Fashion and cosmetic brands are more creative and innovative than watches & jewellery
Chanel, Dior, Dolce & Gabbana, IWC and Swarovski shared some events with their fans such as the video showcasing
Paris-Salzburg fashion show from Chanel, the Dior’s Esprit Dior Tokyo 2015 Show, the Dolce & Gabbana’s Spring-Summer
collection show and Swarovski unveiling the preparation of Victoria’s Secret fashion show.
Tiffany & Co, JCrew, and Hermes are celebrating Christmas with cartoon videos.
Some of the best performing videos’ content is not directly related to Christmas such as the Jet Team performances by
Breitling, the Rally Nippon 2014 revealed by Alfred Dunhill and the Milan City Guide presented by LV.
• Brands show a high creativity in the formats, with
cartoons for JCrew and Hermes, film-director Frank
Miller’s contribution (Gucci) or innovative, useful
content users can relate to (Louis Vuitton in its Guide
to Milan).
• Gucci, Louis Vuitton and Chanel are the most popular,
while all-time star Burberry capitalises on its November
success starring Romeo Beckham by featuring the ad’s
track sung by musician Ed Harcourt in a “Burberry
Acoustic Sessions”.
• D&G prove the most popular and active on Facebook,
while Michael Kors reigns over Instagram with over 3.2
million followers and high interactions.
• Watch brands dominate December’s top 10 video
ranking with IWC, Breitling, Rolex, Jaeger-LeCoultre,
Bell&Ross and Tag Heuer, but jewellery brands
performed better in terms of interactions.
• A remarkable exception is represented by Rolex (7%
interaction rate) and Breitling (36%), both of which, on
the downside, had little views.
• Swarovski and Tiffany both kept up with their
outstanding November performance, with the latter
proving the most popular brand across all channels.
• Ralph Lauren continues successfully focusing on its
Instagram strategy.
3. TOP BRANDS – POPULARITY MAPPING (1)
Activity
Facebook posts + videos
(Instagram + YouTube)
Performance
YouTube (Views+ Comments + Likes) +
Facebook (Likes + Comments) + Instagram
(Likes + Comments)
Popularity
Facebook Fans + YouTube Subscribers +
Instagram Followers
Barbour
Burberry
Christian Dior
Dolce &
Gabbana
J. Crew
Louis Vuitton
Michael Kors
Prada
Stella Mccartney
Versace
0
20
40
60
80
100
120
0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000
Chanel
Gucci
Performance
Activity
Michael Kors, Louis Vuitton, Gucci and
Chanel are the best performing brands by
number of subscribers, fans and interactions.
Chanel relies on few, very successful posts and
videos to engage with its followers.
Michael Kors reaches good levels of
performance and activity by being the most
popular brand on Instagram and the 3rd most
popular brand on Facebook.
Dolce & Gabbana is one of the most active
brands (81 Fb posts) but it did not succeed in
securing high number of interactions.
Bubble size : Popularity
4. Burberry was the most popular brand across social media after Michael Kors, LV, Gucci and
Chanel. Christian Dior performed very well but has a smaller reach than Burberry. Yoox and
Tod’s gathered the highest increase in Fb fans with +22% each; especially Yoox might be profiting
from a buzz generated early on throughout November with its “A dinner party in...” series.
TOP BRANDS – POPULARITY MAPPING (2)
Armani
Barbour
Burberry
Christian Dior
Hermes
Booss
J. Crew
Prada
SF
Stella Mccartney
Tod's
Valentino
Versace
Yoox
Chloe
0
10
20
30
40
50
60
70
0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000 1,000,000
Bubble size : Popularity
Performance
Activity
5. TOP VIDEOS
Dolce & Gabbana has the highest interaction rate (11%), followed by Chanel (5.5%) which also
ranks 2nd in terms of views. Gucci has most views (over 2 millions) but 0.01% interaction rate.
E-commerce site Yoox was the only video in Italian to make it into the top 10.
Source: YouTube & Teads Labs
2 118
1 690
357 247
239
125 112 108 78 720.01%
5.5%
0.04% 0.8% 0.3%
0.01%
1.9%
0.7%
11.0%
-
500
1 000
1 500
2 000
2 500
Gucci Chanel Louis
Vuitton
Christian
Dior
Alfred
Dunhill
J. Crew Hermes Burberry Dolce &
Gabbana
Yoox
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
number of views (Thousands) Interaction rate
TOP 10 VIDEOS : NUMBER OF VIEWS (IN THOUSANDS)
6. The most popular video on YouTube features Evan Rachel
Wood and Chris Evans presenting the new Gucci
fragrance: Gucci Guilty. The video is edited in a “Sin-City”
similar black-and-white layout and shot by the movie
director Frank Miller himself.
The most popular video on Instagram was Gucci’s Special
delivery video, which already proved popular in November
on YouTube, with 189 FB interactions and 1,382 comments.
Gucci Guilty - Duration : 32s
Number of Views : 2 117 983
Interaction Rate: 0.01%
Video here
Chanel’s teaser video to the 7-minute long “Reincarnation”
had the highest interaction rates for the second
consecutive month. The video features model Cara
Delevingne and singer Pharrell Williams as hotel
employees in Austria, re-enacting empress Sissi-themed
scenes.
Reincarnation - Duration : 40s
Number of Views: 1 690 359
Interaction Rate: 5.5%
Video here
TOP VIDEOS
7. Christian Dior published 8 videos in December, which makes
it the most active brand on YouTube. Dior ranks 2nd for global
number of comments and YouTube subscribers. This month,
the brand focused on fashion shows and official events. The
brand published 7 videos on Esprit Dior Tokyo 2015 Show.
Watch here: Esprit Dior Tokyo 2015 Show - Best Of
Views: 246,825
Interaction Rate: 0.8%
TOP VIDEOS
Louis Vuitton ranks 1st for Facebook Fans with more than
18.5 million fans. The 3rd best Youtube video by views is the
Louis Vuitton Presents the Milan City Guide which unveils the
latest travel book guide – Milan in a refreshing video taking on
fashion, design, contemporary art, food and culture, unlocking
the secrets of the city.
Watch here: Louis Vuitton Presents the Milan City Guide
Views: 357,183
Interaction Rate: 0.04%
Alfred Dunhill’s general performance might have been weak
in the general ranking (32nd in the ranking) however its video
Rally Nippon 2014 wins the 4th place in views by showcasing
the world’s finest classic cars in a journey across Japanese
landscapes.
Watch here: Rally Nippon 2014
Views: 238 742
Interaction Rate: 0.3%
8. Michael Kors is the most popular brand of our ranking on
Instagram, with more than 3.2 Million followers. The brand is
also one of the most active brands on the platform. It
published 6 videos and ranks 6th for average interactions. In
December, the brand published videos focusing on products
and fashion shows.
Burberry is the 3rd brand on YouTube. The British brand
registers the 3rd best interaction rate, number of comments
and number of YouTube subscribers. It published two types of
content : mainstream advertising content and a video of “The
Way That I Live", the song from the Burberry festive film which
leaded the buzz.
VIDEOS OF TOP BRANDS
Hermes is popular amongst the connoisseurs and it performs
extremely well in terms of social media activity, video
publishing and interactions.
With 1.9% interaction rate and ranking 7th per views, for
example, its “Hermes - A little holiday magic” cartoon-like
video performs remarkably well.
9. These data come from the Teads Labs and refer to a snapshot for the month of December.
Views and interactions may vary significantly at the point of the presentation.
Interactions are Facebook likes, shares and comments.
APPENDIX – TOP VIDEOS
Brand Video Title Views Interaction Rate
Gucci
Gucci Guilty, the New Chapter (Noir Edit) - Short
version
2 117 983 0.01%
Chanel
"Reincarnation," film by Karl Lagerfeld ft. Pharrell
Williams, Cara Delevingne & GÃraldine Chaplin
1 690 359 5.5%
Louis Vuitton Louis Vuitton Presents the Milan City Guide 357 183 0.04%
Christian Dior Esprit Dior Tokyo 2015 Show - Best Of 246 825 0.8%
Alfred Dunhill Rally Nippon 2014 238 742 0.3%
J. Crew
The (Helpful) Elephant in the Room: "No More
Lines"
124 925 0.006%
Hermes A little holiday magic! 112 064 1.9%
Burberry
"The Way That I Live" by Ed Harcourt - Burberry
Acoustic
108 236 0.7%
Dolce & Gabbana
Dolce & Gabbana Summer 2015 Advertising
Campaign
77 894 11%
Yoox
A Dinner Party in Venezia: Exuberant - Tina
Leung, Viola & Vera Arrivabene | by yoox.com
71 826 0.004%
11. TOP BRANDS – POPULARITY MAPPING
Tiffany reveals both popular and remarkably
performing on social media with just two
videos published. It counts more than 7.4
million Facebook fans, 1.9 Instagram followers
and ranks 4th for YouTube Subscribers.
The brand’s Christmas videos have already
been remarkably successful in November and
their popularity proved consistent in
December by becoming some of the best
videos of the month on Instagram and
YouTube.
Activity
Facebook posts + videos (Instagram +
YouTube)
Performance
YouTube (Views+ Comments + Likes) +
Facebook (Likes + Comments) +
Instagram (Likes + Comments)
Popularity
Facebook Fans + YouTube Subscribers +
Instagram Followers
Bubble size : popularity
Bulgari
Hublot
Ralph Lauren
Rolex
Swarovski
Tag Heuer
Tiffany & Co
0
10
20
30
40
50
60
70
80
90
100
-300,000 400,000 1,100,000 1,800,000 2,500,000 3,200,000 3,900,000
Performance
Activity
JLC
VCA
Panerai
12. 2,589,912
1,142,460
255,845 189,184 182,033
5,711 5,467 5,403 5,199 3,864
0.0%
0.3% 0.0% 0.0% 0.0%
1.0% 0.2%
7.7%
3.3%
36.1%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
-
500 000
1000 000
1500 000
2000 000
2500 000
3000 000
Tiffany &
Co
Tag Heuer Swarovski IWC BELL &
ROSS
Montblanc Bulgari Rolex Jaeger-
LeCoultre
Breitling
number of views interaction rate
TOP VIDEOS
December’s top 10 rank is dominated by watch brands with Breitling, IWC, Tag Heuer, Rolex,
Bell&Ross and Jaeger-LeCoultre. Breitling has by far the best interaction rate (36%), but it has
very few views. Tiffany & Co reaches the most views across all brands, the highest views per
video as well as comments per video, while also being the most popular brand on social media.
Swarovski is continuing its stellar performance after November’s Miranda Kerr video success.
TOP 10 VIDEOS : NUMBER OF VIEWS (IN THOUSANDS)
Source: YouTube & Teads Labs
13. Cartier ranks 2nd on YouTube with remarkable
interaction performances thanks to the single video it
published, Cartier’s Winter Tale. Indeed, it comes 2nd for
number of views and comments but also 1st in terms of
average views and comments per video.
The video pictures baby leopards playing with Cartier
jewellery while jumping on white, fluffy clouds in the sky
above Paris – casually dropping some of the boxes,
gifting Paris with very precious Christmas presents.
The video was watched more than 4,5 Million times.
See here: Cartier Winter Tale
The extended version of “A Tiffany Holiday” is the best-
performing Instagram video on YouTube in December
after being the best popular video in Instagram in
November.
Duration : 90’’
Number of views : 2,816,170
Number of Likes : 209
Number of Comments : 40
Facebook Interactions: 394
See here: A Tiffany Holiday.
TOP VIDEOS
14. Following on November success, Swarovski is by far the most active brand on
YouTube with 28 videos in December. The brand has strong interaction figures and
comes in 3rd place for number of comments and on global number of views on YouTube
with more than 269k views.
Swarovski published three types of videos this month : British fashion awards videos,
backstage videos and a 14 video series paying tribute to the most brilliant Swarovski
employees all over the world. The most popular video is dedicated to the preparation of
a Victoria’s Secret fashion show for which Swarovski created a special line of lingerie
made out of rhinestone.
.
Ralph Lauren has the 2nd highest number of
followers on Instagram. The brand published one
single video on its Instagram account this month.
This Christmas video card pictures a teddy bear
wearing Ralph Lauren clothes and playing on the
snow. This single video succeeded in catching
the fans’ attention and got tremendous
interaction figures: 32.1k Likes and 1.325
Comments.
Hublot is the most active brand on
Facebook since November. To
interact with its fans base, Hublot
generated interest for its watches
looking at Christmas gifting
opportunities.
TOP VIDEOS
Breitling ranks 3rd on YouTube for
interaction rate and 7th as the most
liked jewellery brand on YouTube,
but it has very few views (ca 5k).
The high interaction figures come
from the brand’s strategy to publish
an entertaining and aesthetically
appealing video in 6 different
languages. The most popular video
pictures an acrobatic aerial display
by two planes in Dubaii.
15. APPENDIX – TOP VIDEOS
Brand Video Title Views Interaction Rate
Tiffany & Co A Tiffany Holiday 2 589 912 0.02%
Tag Heuer TAG Heuer | Wishes 2015 1 142 460 0.32%
Swarovski Swarovski Celebra Il Natale Con Miranda Kerr 255 845 0.00%
IWC
Iwc. Only The Best Things Deserve A Making Of -
Arabic
189 184 0.01%
BELL & ROSS BR-X1: The Hypersonic Chronograph 182 033 0.004%
Cartier A Parisian Winter Tale Part 3 5 711 0.96%
Bulgari Bvlgari - Lvcea Stories: Svetlana Khodchenkova 5 467 0.22%
Rolex Maxi Yacht Rolex Cup 2014 Film 5 403 7.68%
Jaeger-LeCoultre Season’s Greetings 2015 5 199 3.27%
Breitling The Breitling Wingwalkers Soar Above Dubai 3864 36.05%
These data come from the Teads Labs and refer to a snapshot for the month of December.
Views and interactions may vary significantly at the point of the presentation.
Interactions are Facebook likes, shares and comments.
