SlideShare a Scribd company logo
Luxury Brands + Social Media
    2020 Social: Because Business is Social


                  gaurav@2020social.com
                  @gauravonomics
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
1 Create awards, magazines
and communities to interpret
luxury lifestyle, fashion and
design with your brand’s
unique lens.
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
Thierre Mugler Womanity
 Designer Thierry
  Mugler has created a
  community called
  Womanity to explore
  different aspects of
  being a woman.




              Source: http://womanity.com
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
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
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
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
2. Leverage your brand’s
desirability to create sharable
digital artifacts.
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
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
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
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
3. Bring together designers,
artists and customers to share
how they interpret your
brand.
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
Mac Artist Tweets
 Mac compiles behind-
  the scene tweets from
  its makeup artists
  during fashion shows.




              Source: http://macartiststweets.com
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
Sheraton Better When Shared
 Sheraton Hotels &
  Resorts has created a
  community where its
  customers can share
  travel tips and stories.




                Source: http://sheratonbetterwhenshared.com
4. Create a private invite-only
social network to underline
your brand’s exclusivity.
A Small World
 A Small World is a
  private community of
  “internationally
  minded people” from
  around the world.




              Source: http://asmallworld.net
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
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
Ask Us How
2020social.com | contact@2020social.com| @2020social


                     gaurav@2020social.com
                     @gauravonomics

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2020 Social Approach to Social Media Marketing for Luxury Brands

  • 1. Luxury Brands + Social Media 2020 Social: Because Business is Social gaurav@2020social.com @gauravonomics
  • 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. 1 Create awards, magazines and communities to interpret luxury lifestyle, fashion and design with your brand’s unique lens.
  • 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. 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. 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. 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. 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. 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. 2. Leverage your brand’s desirability to create sharable digital artifacts.
  • 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. 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. 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. 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. 3. Bring together designers, artists and customers to share how they interpret your brand.
  • 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. Mac Artist Tweets  Mac compiles behind- the scene tweets from its makeup artists during fashion shows. Source: http://macartiststweets.com
  • 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. 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. 4. Create a private invite-only social network to underline your brand’s exclusivity.
  • 21. A Small World  A Small World is a private community of “internationally minded people” from around the world. Source: http://asmallworld.net
  • 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. 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. Ask Us How 2020social.com | contact@2020social.com| @2020social gaurav@2020social.com @gauravonomics