Digital strategy is important for luxury brands like Louis Vuitton (LV) to: 1) Communicate their vision, products, history, partnerships and events to a large audience through social media platforms like Facebook and Twitter. 2) Tell great stories through celebrity endorsements that create an exclusive relationship between the brand and customers. 3) Stay connected to art and culture by sponsoring film awards for young filmmakers. 4) Encourage the spirit of competition through organizing sailing events that tie into LV's history with the sport. 5) Convey exclusivity by requiring an account to access certain brand information and become an LV member.

1. Digital Strategy

2. Communicate the dream of the luxury brand
- Easy way to communicate about
the brand to a large amount of
people.
- Build strong relationship with your
customers and potential ones.
- LV is communicating about its
vision, products, history,
partnership, events etc… in one
single place.
Facebook page:
• 4,696,046 like this
• 83,380 talking about this
Twitter page:

3. Tell a great story
Louis Vuitton Journey:
A celebrity tells you a story. For example Angelina Jolie with her journey in
Cambodgia.
You can follow an icône which is sharing with the customer his dream and a
personnal part of his life. This create a exclusive relationship.

4. Be a cultural Tastemaker
Louis Vuitton Journey awards:
The journeys Awards were launched to
give a new generation of filmakers the
opportunity to showcase their talent.
Students from the most prestigious
international film schools and other
talents were asked to make a film using
the original Journeys script for a
chance to win one of two awards.
This is a great way to advertise the
brand and to stay connected to the Art
which is becoming more and more part
of their brand image. At the same time
it helps us to communicate to young
potential customers.

5. Encourage the spirit of competition
From the earliest days of Louis
Vuitton’s existence, sailing has figured
prominently in its history.
That the reason why they are now
organizing 3 sailing events:
- Louis Vuitton Cup
- LV Trophy
- LV Pacific

6. Use digital to convey exclusivity
Become a Louis Vuitton member by creating your LV account.
To access to some specifics information you must have an account.
This makes it exclusive and create curiosity. The customer doesn’t really
know which information will be provided but as he will be curious and also
as he wants to become a LV member he might create an account.