Luxury Barometer by Teads

1. REINVENTING VIDEO ADVERTISING
LUXURY BAROMETER
November 2014

2. 50 brands
November 2014
Instagram,
YouTube,
Facebook
SUMMARY
FASHION & BEAUTY WATCHES & JEWELLERY
56 brands
November 2014
TOP PERFORMING
BRANDS:
TOP PERFORMING
BRANDS:
 With Christmas coming close, most brands look at gifting, some include humour in their videos:
#GucciHoliday’s quest for the perfect gift, Dior’s make-up range, Mulberry’s #WinChristmas. Tiffany &
Co. makes it #ATiffanyHoliday while Cartier lets jewellery boxes rain over Paris in its #WinterTale.
 Instagram hosts shorter versions of the videos (e.g. Tiffany, Ralph Lauren), Hermes posts different
short ski-themed videos, Hublot differentiates Facebook content through hashtags
 Jewellery brands have extremely high
interaction rates on video. Tiffany & Co. is
the most popular brand on social media but
Cartier performs best in terms of combined
views/interactions.
 Views form Italy strongly affected the ranking
as Swarovski’s Stardust Collection achieved
the 1st place in the jewellery category,
exploiting the Christmas-gifting theme
Fashion brands engage users with longer
content or stories across different short videos:
Burberry outperforms competitors on all channels
(7-minute-long video starring Romeo Beckham),
Chanel achieves high interaction rates with a
teaser to “Reincarnation” starring Cara Delevingne
and Pharrell Williams, fashion e-commerce Yoox
ranks 8th in terms of views telling “Dinner Party in...”
stories under different angles through multiple
videos

3. Burberry
Chanel
Dior
Michael Kors
Gucci
-20
0
20
40
60
80
100
-5,000,000 0 5,000,000 10,000,000 15,000,000 20,000,000
Performance
Activity
Bubble size : popularity
TOP BRANDS – POPULARITY MAPPING (1)
Burberry outperforms competitors in terms of
brand popularity as it has the highest number
of subscribers and interactions while also
posting a high amount of videos (6 on
Instagram, 4 on YouTube).
Gucci is very active on social media channels
and achieved very high views with its
#GucciHoliday quest for the perfect gift.
Michael Kors has a strong social media
presence, especially Instagram, but less video
activity than other brands.
Activity
Facebook posts + videos
(Instagram + YouTube)
Performance
YouTube (Views+ Comments + Likes) +
Facebook (Likes + Comments) + Instagram
(Likes + Comments)
Popularity
Facebook Fans + YouTube Subscribers +
Instagram Followers

4. Armani
Barbour
Chanel
Dior
Coach
Diesel
Hermes Dolce & Gabbana
HB
Michael Kors
Moncler
Mulberry
Prada
Stella Mc Cartney
Tommy Hilfiger
Valentino
Versace
Gucci
-20
0
20
40
60
80
100
-500,000 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000
Bubble size : popularity
Performance
ActivityDior, Michael Kors, Gucci and Chanel were the most popular brands across social media after
Burberry. Mulberry performed very well but has a smaller reach than Dior or Michael Kors
Ferragamo
TOP BRANDS – POPULARITY MAPPING (2)

5. TOP VIDEOS
8,007
1,013
470 364 269 267 222 175 125 92
0.7%
3.1%
0.1%
0%
12.5%
0.1% 0.03% 0.01% 0.04% 0.02% 0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
Burberry Mulberry Christian
Dior
Tommy
Hilfiger
Chanel J. Crew Dolce &
Gabbana
Yoox Michael
Kors
Barbour
-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
Number of views (Thousands) Interaction rate
Chanel has the highest interaction rate (12.5%), followed by Mulberry (3.1%) which also ranks 2nd
in terms of views. Burberry has most views (over 8millions) but only 0.7% interaction rate. E-
commerce site Yoox was the only video in Italian to make it into the top 10.
Source: YouTube & Teads Labs

6. The most popular video on YouTube was released by
Burberry. It is starring Romeo Beckham surrounded by
dancers in a fairy universe with romantic and festive
notes.
Duration : 257s
Number of views : 8 006 717
Interaction rate: 0.7%
Video here
Chanel’s teaser video to the 7-minute long
“Reincarnation” had the highest interaction rates in
November. The video features model Cara
Delevingne and singer Pharrell Williams.
This video also was the most successful
Instagram video in November.
Duration : 40s
Number of views 269 297
Interaction rate: 12.5%
Video here
TOP VIDEOS

7. Yoox published the largest amount of videos (17 in November),
mostly evolving around the A dinner party in... and a commercial
featuring Italian actress Valeria Bilello.
A dinner Party in Venezia features celebrities wearing Yoox’s
clothes and enjoying dinner at historical hotel and restaurant
Cipriani.
This strategy is winning because it encourages the user to
discover a story across dofferent videos and cities, with focus
shifting on different parety guests (and their outfits) in each video.
Hermès (8 Instagram videos) focuses its video releases on its new
winter collection and ski-gear.
The videos are short (around 20s) and show ski-stunters wearing
Hermès clothes. Classical music is used as main soundtrack.
Among the non mountain-related video, the « Beauty Silk Dance »
relates to an etheral fairy tales universe.
Mulberry did not publish many videos nor gathers a great
community on social media, however it distinguishes itself in terms
of performance. Mulberry comes 2nd for number of views per videos
on YouTube, 3rd for number of comments and comments per video
on YouTube.
Using humour to create engaging videos, Mulberry released only
two videos on its official YouTube channel. Both of them play with
luxury codes (elegance, quality, history etc.) and the social codes of
the brand’s clients to create funny and engaging contents.
These two videos gathered more than 1.13 million views.
TOP VIDEOS

8. Brand Video name Views count Interaction Rate
Burberry "From London with Love" | Starring Romeo Beckham 8 006 717 0.7%
Mulberry Mulberry #WinChristmas 1 012 702 3.1%
Gucci Gucci Presents: "Special Delivery," a Holiday tale 575 780 0.2%
Christian Dior Golden Shock’ Christmas Makeup Collection 2014 469 667 0.1%
Tommy Hilfiger
Tommy Hilfiger Fall '14: The summit of great style at
Mount Hilfiger
363 713 n/a
Chanel
Teaser of "Reincarnation," new film by Karl Lagerfeld ft.
Cara Delevingne and Pharrell Williams
269 297 12.5%
J.Crew
The (Helpful) Elephant in the Room: Something for
Everyone
266 541 0.1%
Dolce & Gabbana The One and The One for Men Collector's Edition 221 747 0.03%
Yoox
Ed è subito mio - SPOT TV con VALERIA BILELLO,
Attrice e Cliente | by yoox.com
175 482 0.01%
Michael Kors HOLIDAY 2014: GIFTS OF GLAMOUR 125 028 0.04%
These data come from the Teads Labs and refer to a snapshot for the month of November.
Views and interactions may vary significantly at the point of the presentation.
APPENDIX – TOP VIDEOS

9. REINVENTING VIDEO ADVERTISING
LUXURY BAROMETER
December 2014
WATCHES & JEWELLERY

10. TOP BRANDS – POPULARITY MAPPING
Tiffany reveals both popular and remarkably
performing on social media without publishing
much content: it counts more than 7.2 million
Facebook fans, ranks 2nd and 7th in terms of
Instagram and YouTube subscribers.
Moreover, it ranks 1st for Instagram interaction
rate and 3rd for average number of comments
per videos on YouTube.
Tiffany published one single video on YouTube
which performed extremely well, plus a
shorter, animated version of A Tiffany Holiday
on Instagram.
Activity
Facebook posts + videos (Instagram +
YouTube)
Performance
YouTube (Views+ Comments + Likes) +
Facebook (Likes + Comments) +
Instagram (Likes + Comments)
Popularity
Facebook Fans + YouTube Subscribers +
Instagram Followers
Bulgari
Cartier
Hublot
IWC
Ralph Lauren
Rolex
Swarovski
Tag Heuer
Tiffany & Co
-10
0
10
20
30
40
50
60
70
80
90
100
-200,000 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000
Bubble size : popularity
Performance
Activity

11. TOP VIDEOS
Graff Diamonds has the highest interaction rate (30%) but only 1,478 views.
Swarovksi reaches the most views while Cartier has the best combined result with 68k views and
an amazing interaction rate of 21.4%
Source: YouTube & Teads Labs
315,561
68,491
24,561
7,777
7,776
6,426 5,434 2,438 2,118 1,478
0.0%
21.4%
4.2%
10.2%
0.1%
15.6%
4.8%
2.5%
25.1%
30.3%
0%
5%
10%
15%
20%
25%
30%
35%
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
Swarovski Cartier Tiffany & Co Tag Heuer Rolex Breitling montblanc Bulgari Ralph
Lauren
Graff
Diamond
Views Average interactions

12. Cartier ranks 2nd on YouTube with notably remarkable
interaction performances thanks to one single video.
Indeed, it comes 2nd for number of views and comments
but also 1st in terms of average views and comments per
video.
Cartier published one single video in November: Cartier’s
Winter Tale. 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.
“A Tiffany holiday” is the best-
performing Instagram video in
November. It is the shorter
version of the brand’s YouTube
release.
Duration : 16 s
Number of Facebook counts:
389 Number of Likes : 65 945
Number of Comments : 3 304
TOP VIDEOS

13. Swarovski is the most active brand on YouTube with 19 videos published in November
and more than 400k views across videos. The brand also gets strong interaction
figures, 1st for number of comments and 5th for average number of comments per video.
Swarovski published two types of videos: commercial content (new collection’s
presentation) and videos illustrating brand partnerships (e.g.: Swarovski and Samsung).
Swarovski’s November activity on Instagram is dedicated to the Victoria’s Secret
fashion show in London, taking place on December, 9th. The hashtag
#VSFashionShow accompanies every related publication. The most popular video by
Swarovski was an Italian presentation of the new Stardust Collection.
.
Ralph Lauren has the 3rd highest number of
videos published overall and ranks 2nd on
Instagram per number of videos published and
interactions. The brand emphasises its video
success “Jumpy the Dog” promoting its polos for
men and launch the new “Ricky bag” with inside-
lights.
Hublot is the most active brand
on Facebook with 74
publications in November. The
brand sponsors many sports
competition like basketball,
Formula1 and cricket, posting
regular updates about it.
Hublot uses different hashtags
emblematic of its core values:
#WatchOfTheDay accompanies
many posts and lets fans
discover one new watch every
day, while #InsideHublot brings
fans “behind the scenes” at
Hublot.
TOP VIDEOS

14. Brand Video name Views count Interaction Rate
Swarovski Miranda Kerr presenta Swarovski Stardust 315 561 0.01%
Cartier Cartier - Winter Tale 68 491 21.4%
Tiffany & Co A Tiffany Holiday 24 561 4.2%
Tag Heuer TAG Heuer | Jack Heuer History 7 777 10.2%
Rolex Giraglia Rolex Cup 2014 Film 7 776 0,.1%
Breitling Chronospace Military 6 426 15.6%
Cartier A Parisian Winter Tale - Trailer 5 434 4.8%
Bulgari BVLGARI - SERPENTI 2 438 2.5%
Ralph Lauren Polo Ralph Lauren - Home for the Holidays 2 118 25.1%
Graff Diamonds
You can Believe your Eyes...Presenting the Graff
Hallucination
1 478 30.3%
These data come from the Teads Labs and refer to a snapshot for the month of November.
Views and interactions may vary significantly at the point of the presentation.
APPENDIX – TOP VIDEOS

15. Please contact :
charlotte.diemer@teads.tv