Content marketing for luxury

1. 5E of Content Marketing
For Luxury Brand
Presented
By Kate Gelim Won

2. $118.4 Billion
In 2013, companies in worldwide
spent budget for content marketing

3. Building an effective content marketing
strategy is not easy for luxury brand.

4. Luxury Brands face challenges
when they do Content marketing.

5. What Challenges?
Maintaining a sense of exclusivity.
Constantly reaffirming their position as a top.

6. 5E
To be a king of content marketing
in luxury industry

7. Encourage
User Participation
1.

8. #MyTurnToJag
CAMPAIGN
EXAMPLE

11. Why is this campaign great?
Jaguar never promoted this campaign
by using advertisements.
They chose only social media channels that they were doing.
“It allowed to provide that Jaguar has an avid fan base
willing to endorse the brand publicly.”

12. Express
culture through content
2.

13. STANDARD CULTURE
CAMPAIGN

14. Standard Culture
The official blog of Standard Hotels

15. What content?
Part city guide, part entertainment resource and
part fashion diary.

16. “Users can still spend a night with
The Standard.”
X

17. Editorialize
your brand by user
3.

18. Nowness

19. “LVMH allows Nowness to have its own creative,
free-flowing voice.” Also, users can play
with LVMH brands.

22. Establish
frontiers while staying
true to your root
4.

23. Having 13 social media
channels

24. Bergdorf’s maintains a presence
at 13 different social media channels
with different strategies.

25. “Best New York City Closets,”
“Best New York City Closets
The 110-years-old Iconic Luxury Retailer
“The fall season in New York City

26. Experiment
With your platforms
5.

27. Using various social media platforms

28. Gucci experimented their social platform
for different types of users

29. Gucci for NY tourists

30. Gucci for Barcelona customers

31. “There is an advantage for a brand to focus on
new platforms and spread marketing efforts
where their competitors do not necessarily invest.”
-Yuli Ziv, founder and CEO of Style Coalition
with Luxury Daily-