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Teads Luxury Barometer June 2015

The document provides insights from Teads Labs' analysis of 106 luxury fashion and jewelry brands' video performance on YouTube, Facebook and Instagram in June 2015. Some key findings include: - Michael Kors and Dior performed best on Instagram, while Coach, Gucci, Bottega Veneta and Chanel ranked highest on YouTube. - Fashion videos averaged longer lengths and higher interaction rates than jewelry videos. Fashion brands employed more lifestyle-focused content while jewelry focused on values and heritage. - Christian Dior, Gucci, Coach and Bottega Veneta moved up the rankings for total views in June compared to May, but Dior maintained the top spot with 29.7% of total views

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REINVENTING VIDEO ADVERTISING LUXURY BAROMETER June 2015 • Fashion & Beauty • Watches & Jewellery Data extracted on July 1st
The Teads Labs Teads’ Labs collects and assembles data from a variety of video-sharing websites and online social networking channels. The global data is analysed to create video rankings based on a numerous parameters linked to each brand channel including: interaction rates, shares, comments, likes, dislikes, video length, the number of total videos and the number of total views). The regular analysis on branded videos provides world-wide business and consumer trends and related opportunities for brands to understand the video landscape of a particular category in a specific time frame. THE TEADS LUXURY BAROMETER For recommendations or further insights, please contact: Global Industry Director, Luxury Rachid Ait Addi: rachid.aitaddi@teads.tv Global Client Insights Manager, Charlotte Diemer: charlotte.diemer@teads.tv
106 Brands 460 Videos 14,759,478 Views 3,644,344 Interactions YouTube, Facebook and Instagram channels Data as per the 1st July 2015 Data shows a snapshot in time; at the point of the presentation, stats may have increased substantially. The data is extracted and manually evaluated through the Teads Labs technology Major luxury brands in the categories: Ranking per • Brand popularity, activity and performance • Aggregated views & interactions • Instagram video interactions Interaction rate = Facebook & YouTube Interactions / YouTube views Aggregated rank = views + interaction rate score (60-40% weighting) Snapshot Labs • Fashion & Beauty • Watches & Jewellery Score RankingTimeChannels SUMMARY (1)
Fashion & Beauty Watches & Jewellery 50 BRANDS, June 2015 data: 56 BRANDS, June 2015 data:  Better interaction rates on Instagram than YouTube  Higher interaction rates for Fashion & Beauty (up to 10%) than for Watches and Jewellery, which has a maximum of 0.3% interaction rate  With an average length of 1minute, jewellery brand videos are shorter than their fashion counterparts  Playful and ironic content for fashion brands (sketched cartoons for Prada, Gigi Hadid and Michael Kors playing a game, Chanel #TakeYourChance, Coach Puppies) in a more holistic lifestyle approach  Sports sponsorships (sailing, polo, extreme sports) and romantic storytelling for Watches & Jewellery brands.  Lifestyle and national heritage for fashion brands (Burberry showing snapshots of London on Instagram, Prada in Milan) vs. values and timelessness for Watches & Jewellery brands (Jaeger-LeCoultre, Panerai, Hublot) . As the Fashion Show season just began, brands start introducing their new designs for the Autumn-Winter collection as well as Spring-Summer 2016, with emphasis put on male collections. Michael Kors, Dior and Burberry perform best on Instagram while Coach, Gucci, Bottega Veneta and Chanel rank best on YouTube. While some brands insist on Instagram (Tiffany, Breitling, Hublot), some others are overall star-performers such as Cartier, Tag Heuer and IWC. Beauty and Love are celebrated by brands for Father’s Day (IWC), celebrating Arab women (Piaget) or Paris (Cartier). SUMMARY (2) Instagram, YouTube, Facebook Views represent YouTube views as extracted from the Teads Labs; interaction rate is calculated as the sum of YT and FB likes, comments and shares divided by YouTube Views. Sources: Facebook, Youtube Instagram
REINVENTING VIDEO ADVERTISING LUXURY BAROMETER June 2015 Fashion & Beauty Data extracted on July 1st
TOP EVOLUTION – POPULARITY MAPPING J. Crew enjoyed the highest growth, followed by Armani. Both saw their popularity rising thanks to a higher number of Instagram subscribers. Louis Vuitton took up the first position and overshadowed Christian Dior, although the latter remains amongst the best performing brands. Jimmy Choo and Yves Saint Laurent were the only major decreases over the period, both ranking 4 steps further than the previous month. Activity Bubble size : Popularity Activity Facebook posts + videos (Instagram + YouTube) Performance YouTube (Views+ Comments + Likes) + Facebook (Likes + Comments) + Instagram (Likes + Comments) Popularity Facebook Fans + YouTube Subscribers + Instagram Followers Performance Armani Valentino Jimmy Choo Yves Saint Laurent Stella Mccartney Bottega Veneta J. Crew Ermegildo Zegna -20 0 20 40 60 80 100 -200000 0 200000 400000 600000 800000 1000000 1200000 +11 12 22 28 35 +7 +4 21 17 +4 31 25 37 33 +14 45 31 +6 21 17 -4 -4 24 20 The popularity mapping represents the brands’ ranking in terms of: Activity, Performance and Popularity and only include brands that vary for more than 3 positions. Source: Facebook, Youtube, Instagram
TOP VIDEOS – COMBINED VIEWS & INTERACTION RATE Christian Dior stuck to its leading position in June reaching over 2M views but extremely low interaction rates for its Diorshow make up video, while Louis Vuitton achieved an impressive interaction rate of 10.8% over 375k views. With the third highest number of views (1.06M) and an interaction rate of 0.2%, Gucci Cruise 2016: A Fashion Story achieves the best combined result between views and interactions. Videos published in June were shorter than their May counterparts, with only Ermenegildo Zegna surpassing the 5-minute mark within the top 10. 0’42’’ 0’17’’ 4’04’’ 2’32’’ 10’07’’ 2’12’’ 2’00’’ 0’30’’ 0’31’’ 3’56’’ Dior Coach Gucci Bottega Veneta Ermenegildo Zegna Louis Vuitton Burberry Gucci Chanel Michael Kors Source: YouTube and Teads Labs 2,248,702 1,061,096 1,048,200 864,922 441,582 375,390 327,267 309,655 161,114 157,584 0.0% 0.0% 0.2% 0.0% 0.0% 10.8% 0.1% 0.0% 4.1% 0.5%0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% - 500,000 1,000,000 1,500,000 2,000,000 2,500,000 Diorshow, the film COACH PRESENTS MISS ASIA KINNEY IN #COACHPUPS Gucci Cruise 2016: A Fashion Story Bottega Veneta pays tribute to a Modernist Architecture Collaboration Ermenegildo Zegna Couture SS 2016 fashion show Louis Vuitton Men's Spring 2016 Fashion Show Highlights Highlights from the Burberry Menswear Spring/Summer 2016 Runway Show Gucci Cruise 2016 Fashion Show | A Preview CHANCE EAU VIVE - The Film Glamour Games: Gigi Hadid and Michael Kors TOP VIDEO PER COMBINED VIEWS AND INTERACTION RATE Number of Views Interaction Rate
Source: YouTube and Teads Labs Michael Kors stays well ahead its competitors on Instagram for the 3rd month in a row. In June, the brand’s number of interactions was about 84K, thanks to the video Game on—@LuckyMagazine. #WhatsInYourKors that shows several sport wears accessories. Compared to last month, Michael Kors’ videos are less present (only 2 of them) in this ranking, which allows other brands such as Dior, Burberry and Prada to enter the chart. TOP VIDEOS - INSTAGRAM Michael Kors Dior Burberry Michael Kors Dior Burberry Dior Prada Dior Michael Kors Instagram Interaction Rate = (Facebook Counts + Likes + Comments) / Brand’s Number of Subscribers Game on— @LuckyMagazine. #WhatsInYourKors An entire year of construction boiled down into 15 seconds Bright skies and rolling clouds above #London this morning #ToTheMan who appreciates luxury. Take a look around our brand new flagship boutique in Seoul #London risingnnThr ee days until the #BurberrySh ow Building of the floral runway from the #DiorHomme Summer 2016 fashion show #'Prada Raw Avenue’, illustrations by MEGAN HESS Relive some of the best moments from last night’s repeat show in Tokyo #Game on: @GigiHadid vs. Michael Kors in the first-ever #GlamourGames! 84,144 75,520 73,196 70,333 56,709 55,894 51,140 47,508 46,762 46,687 - 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 TOP VIDEO PER INTERACTIONS
SHARE OF VIEWS AND INTERACTIONS  7.9 million views in June 2015. Gucci, Coach, Bottega Veneta and Ermenegildo Zegna moved up the ranking in June vs. May but Dior still holds on to its first place after May’s 84% share of total views. Gucci also performs well in terms of interactions (3.7% share), Burberry has a very well balanced distribution of share of views (5.3%) and interactions (5.9%). Share of Views = Brands’ YouTube Views / Total Views ____________________________________________  73K interactions in June 2015 Louis Vuitton’s share of interactions rose from 0.5% in May to 55% in June; with only three videos published in June, the brand holds 4.8% share of total views for the month. The “Other Brands” category gathers 27 brands that reached together a 7.8% share of interactions. Share of Interactions = Brands’ YouTube and Facebook Interactions / Total Interactions 29.7% 17.3% 13.4% 11.0% 5.6% 5.3% 4.8% 4.5% 2.0% 1.4% 5.1%17 8 3 7 5 6 3 6 1 2 83 0 10 20 30 40 50 60 70 80 90 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% BRANDS' SHARE OF VIEWS & VIDEOS PUBLISHED Share of Views Number of Videos 55.0% 11.3% 5.9% 5.1% 3.7% 3.7% 3.4% 1.7% 1.4% 1.1% 7.8% 3 6 6 5 8 3 17 8 11 1 73 0 10 20 30 40 50 60 70 80 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% Louis Vuitton Chanel Burberry Dolce & Gabbana Gucci Calvin Klein Christian Dior Armani Ralph Lauren Michael Kors Others BRANDS' SHARE OF INTERACTIONS & VIDEOS PUBLISHED Share of Interactions Number of Videos Christian Dior Gucci Coach Bottega Veneta E.Zegna Burberry Louis Vuitton Chanel Michael Kors Moncler Others Source: Facebook, Youtube
Christian Dior remains the best performing brand on Instagram with 13 videos and 598K interactions (almost 300K less than in May). Its best performing video provides an insight into the final preparation of the Autumn-Winter Show 2016-15 in Tokyo. The other videos deal with various Autumn-Winter shows for men as well as make-up tutorials. : Jump into the future with Dior’s newest models of Fusion sneakers, embellished with constellation embroidery is about the design of Dior’s latest shoes.  3.2 million interactions in June for Fashion & Beauty videos Instagram presented surprisingly similar results as YouTube, with 7 brands featuring in both rankings (e.g. Burberry, Michael Kors or Gucci). Share of Interactions = Brands’ Instagram and Facebook Interactions / Total Interactions INSTAGRAM SHARE OF INTERACTIONS 18.5% 13.5% 11.4%11.0% 8.9% 7.0% 5.5% 4.1% 3.9% 3.9% 12.5% 13 11 12 7 9 7 5 7 6 7 64 0 10 20 30 40 50 60 70 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% BRANDS' SHARE OF INTERACTIONS Share of Interactions Number of Views Source: Facebook, Youtube
The most popular video offers the opportunity to discover the latest ‘DiorShow mascara for catwalk eyelook’ as well as other eye make-up products. The American model Ondria Hardin lends her face to Dior’s Diorshow cosmetics campaign. Diorshow, the film Duration : 0’42 Views: 2,248,702 Interaction rate: 0.0% Number interactions: 511 This video is a highlight from the Louis Vuitton Men’s Spring 2016 Fashion Show led by artistic Director for Men’s Collections Kim Jones. Louis Vuitton Men's Spring 2016 Fashion Show Highlights Duration : 2’12’’ Views: 375,390 Interaction rate: 10.8% Number interactions: 40,463 TOP VIDEOS Source: Facebook, Youtube
Coach reached the second highest number of views with over 1 million. This video features Lady Gaga’s puppy, Miss Asia Kinney. The French bulldog-muse has made a charitable donation in honor of all Coach Pups to help dogs in need in finding loving homes like hers. Title: COACH PRESENTS MISS ASIA KINNEY IN #COACHPUPS Views : 1,061,096 Interaction rate : 0.0% Duration: 0’17’’ Thanks to 6,645 interaction, this ad for Chanel’s new fragrance “Eau Vive”, reached the second best interaction rate (4.1%). The playfully glamorous ad features models playing bowling with Chanel perfume bottles under the hashtag #TakeAChance. Title: CHANCE EAU VIVE - The Film Views : 161,114 Interaction rate : 4.1% Duration: 0’31’’ Michael Kors is extremely successful in June, ranking 10th on the YouTube chart and 1st on Instagram, with two very different videos. The brand showed a game between Michael Kors and model Gigi Hadid on YouTube, while continuing the successful hashtag trend #WhatsInYourKors on Instagram. Title: Game on—@LuckyMagazine. #WhatsInYourKors Interactions: 84,144 Interaction rate: 1.8% TOP VIDEOS Source: Facebook, Youtube
Dolce & Gabbana published 5 videos in June, focusing on beauty (nail varnish) and the presentation of its Men’s Fashion Show. Both publications communicate a colourful, Mediterranean atmosphere. The brand performed particularly well in terms of Facebook posts and interactions. Gucci performed well in June across all channels considered by the Teads Barometer. The brand ranks 4th per number of likes on Facebook, 4th per number of videos on YouTube and 5th per Instagram interactions. Its videos portray the brand’s partnership with UNICEF, the Men’s Spring Show and the Cruise 2016 as the three main subjects, insisting on old school elegance. Burberry performed greatly in terms of interactions on both YouTube and Instagram. The brand carries on its Acoustic Music campaign and introduces the different Fashion shows coming up in Autumn 2015 and Spring 2016. Classic music is a recurring theme in these videos. TOP BRANDS Armani was very active in June, ranking 2nd per number of Facebook posts and 3rd in number of videos published. Topics vary from the Armani’s release of its new music and fashion app, to celebrity interviews, to the brand’s heritage and partnership with other brands such as quintessentially Italian Vespa. Source: Facebook, Youtube
Brand Video name Views Count Interaction Rate Video Length Dior Diorshow, the film 2,248,702 0.0% 7’58’’ Coach COACH PRESENTS MISS ASIA KINNEY IN #COACHPUPS 1,061,096 0.0% 0’17’’ Gucci Gucci Cruise 2016: A Fashion Story 1,048,200 0.2% 4’04’’ Bottega Veneta Bottega Veneta pays tribute to a Modernist Architecture Collaboration 864,922 0.0% 2’32’’ Ermenegildo Zegna Ermenegildo Zegna Couture SS 2016 fashion show 441,582 0.0% 10’07’’ Louis Vuitton Louis Vuitton Men's Spring 2016 Fashion Show Highlights 375,390 10.8% 2’12’’ Burberry Highlights from the Burberry Menswear Spring/Summer 2016 Runway Show 327,267 0.1% 2’00’’ Gucci Gucci Cruise 2016 Fashion Show | A Preview 309,655 0.0% 0’30’’ Chanel CHANCE EAU VIVE - The Film 161,114 4.1% 0’31’’ Michael Kors Glamour Games: Gigi Hadid and Michael Kors 157,584 0.5% 3’56’’ Data from the Teads Labs. Snapshot for the month of June. Views and interactions may vary significantly after the data collecting date. APPENDIX – TOP VIDEOS Source: Facebook, Youtube
Brand Video name Interactions Interaction Rate Michael Kors Game on—@LuckyMagazine. #WhatsInYourKors 84,144 1.8% Dior An entire year of construction boiled down into 15 seconds. Dior’s new flagship boutique in Seoul is now open. #DiorSeoul 75,520 1.6%. Burberry Bright skies and rolling clouds above #London this morning 73,196 1.9% Michael Kors #ToTheMan who appreciates luxury. 70,333 1.5% Dior Take a look around our brand new flagship boutique in Seoul, the House of Dior, in this exclusive video. More on DIORMAG.com. #DiorSeoul 56,709 1.2% Burberry #London risingnnThree days until the #BurberryShow on Monday at 1pm London time #LCM 55,894 1.5% Dior Building of the floral runway from the #DiorHomme Summer 2016 fashion show that took place yesterday inside the Tennis Club de Paris. #PFW 51,140 1.1% Prada 'Prada Raw Avenue’, illustrations by MEGAN HESS.nDiscover more on raw.prada.comn#PradaRawEyewear 47,508 1.2% Dior Relive some of the best moments from last night’s repeat show in Tokyo. Full video on DIORMAG.com. #DiorTokyo 46,762 1.0% Michael Kors Game on: @GigiHadid vs. Michael Kors in the first-ever #GlamourGames! nSee the full video on Destination Kors. 46,687 1.0% Data from the Teads Labs. Snapshot for the month of June. Views and interactions may vary significantly after the data collecting date. APPENDIX – INSTAGRAM TOP VIDEOS Source: Facebook, Youtube
REINVENTING VIDEO ADVERTISINGData extracted on July 1st LUXURY BAROMETER June 2015 Watches & Jewellery
The top of the ranking is steadily occupied by Tiffany & Co, Cartier, Bulgari, Rolex and Swarovski, but Jaeger-LeCoultre rose to place 8, earning 9 places vs. May activity with the largest increase within the Watches & Jewellery category. De Grisogno’s performance and activity slowed down, thus the brand lost 7 places vs. May. Activity Facebook posts + videos (Instagram + YouTube) Performance YouTube (Views+ Comments + Likes) + Facebook (Likes + Comments) + Instagram (Likes + Comments) Popularity Facebook Fans + YouTube Subscribers + Instagram Followers TOP EVOLUTION – POPULARITY MAPPING Activity Bubble size : Popularity Performance Jaeger-LeCoultre Chopard Ulysse Nardin HYT De Grisgogno Stephen Webster 0 5 10 15 20 25 30 35 40 -500000 0 500000 1000000 1500000 2000000 2500000 8 +9 17 +8 +8 +4 46 42 41 33 37 29 -7 -4 13 9 37 29 The popularity mapping represents the brands’ ranking in terms of: Activity, Performance and Popularity and only include brands that vary for more than 3 positions. Source: Facebook, Youtube, Instagram
With an average length of 1minute, jewellery brand videos are shorter than their fashion counterparts. Jaeger-LeCoultre performed well in June by creating 3 videos that enabled the brand to enter this top 10. These are 3 versions of the same ad with different length or images. The Greatest Moments of our Time also benefitted from the highest interaction rate: 0.3%. This video reaches the best combined results as well. Rather short videos made it to the top this month, except for IWC’s who managed to reach a decent interaction rate with its 3’55’’ video. 1’19’’ 0’31’’ 0’31’’ 1’01’’ 3’55’’ 0’31’’ 0’16’’ 1’08’’ 1’00 1’30’’ TOP VIDEOS – COMBINED VIEWS & INTERACTION RATE Source: YouTube and Teads Labs Cartier Jaeger- LeCoultre Piaget Jaeger- LeCoultre Jaeger- LeCoultre IWC Bell & RossPaneraiTag HeuerSwarovski 3,416,273 1,216,003 869,549 521,808 206,179 166,061 122,977 85,725 51,909 28,773 0.0% 0.0% 0.0% 0.3% 0.1% 0.0% 0.0% 0.1% 0.0% 0.1% 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% - 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 4,000,000 Cartier - Paris Nouvelle Vague Collection The Greatest Moments of our Time - 30 seconds A unique turning ring from Piaget to celebrate Arab women The Greatest Moments of our Time Best of: IWC. ENGINEERED FOR THE BEST OF FATHERS. The Greatest Moments of our Time - 30 secondes Летняя коллекция украшений SWAROVSKI и браслеты STARDUST TAG Heuer | Nuit de la Glisse | Teaser Mr. Angelo Bonati - Panerai CEO - introduces Eilean BR 03 RAFALE : The meeting of two outstanding companies TOP VIDEOS PER COMBINED VIEWS AND INTERACTION RATE Number of Views Interaction Rate
Source: YouTube and Teads Labs Tiffany & Co Tiffany & Co Cartier Cartier Cartier Cartier TOP VIDEOS - INSTAGRAM Tiffany & Co. consistently outperforms competitors on Instagram, while Cartier also features the ranking in top positions with variations of its Nouvelle Vague campaign. 42,781 24,590 20,655 19,859 16,826 15,903 - 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 “I think gems and precious metals are nature’s art. When I use them in my designs I try to create something beyond their natural beauty.” — #PalomaPicasso Tiffany Yellow Diamonds: rare and radiant. Every moment in Paris is an adventure. Watch the new #ParisNouvelleVague film and enter a world of delight, energy, and extravagant nights. @1bianca_brandolini #Cartier Dizzying curves that catch the light from every angle. #ParisNouvelleVague #Cartier A playful #ParisNouvelleVague gold ring featuring a spectacle of lapis lazuli and diamonds, reminiscent of equally spectacular Paris nights. @1bianca_brandolini #Cartier May memories of Paris always be with you. This precious #ParisNouvelleVague necklace features gold latticework and padlock- designed gems inspired by the iconic Pont des Arts "Love Lock" bridge in Paris. @1bianca_brandolini #Cartier TOP VIDEO PER INTERACTION
 680K views in June 2015 Cartier, Jaeger-LeCoultre and Piaget together hold over 90% of total views for the month. The “Other Brands” category brought together 0.3% of total interactions across 17 brands such as Chopard, Hublot, HYT and Rolex, each of them below 0.1%. Share of Views = Brands’ YouTube Views / Total Views ___________________________________________  10K interactions in June 2015 With only three videos published, Breitling almost matches competitor Hublot’s performance in terms of interactions, who published 11 videos. Across only 4 videos and 1.4K interactions, Cartier overtook IWC, which broadcasted 15 videos but generated only1.3K interactions. Share of Interactions = Brands’ YouTube and Facebook Interactions / Total Interactions SHARE OF VIEWS & INTERACTIONS 50.2% 28.4% 13.0% 3.2% 2.0% 1.4% 0.8% 0.4% 0.2% 0.1% 0.3%3 6 3 8 17 8 17 13 3 10 21 0 5 10 15 20 25 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% BRANDS' SHARE OF VIEWS Share of views Number of Videos 19.0%18.7% 16.4% 13.0%12.4% 3.9% 3.1% 2.7% 2.1% 2.1% 6.6%11 3 10 3 15 8 13 4 4 9 29 0 5 10 15 20 25 30 35 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% BRANDS' SHARE OF INTERACTIONS Share of Interactions Number of VideosSource: Facebook, Youtube
Cartier is June’s most successful brand on Instagram with 6 videos and 102K interactions, counting for almost 1/3 of total interactions. The brand’s most successful video is cartoon dedicated to celebrating father’s Day. All others videos are snippets of the short movie showing the female jewellery line Nouvelle Vague, such as: Paris, the mesmerizing City of Light, lends its energy and creativity to inspire the new #ParisNouvelleVague  324K total Instagram interactions in June Tiffany & Co rank 3rd per share of interactions with only 3 videos published on Instagram. Except for Hublot (10 videos), all other brands published few videos on Instagram. Instagram content differs vs. YouTube in length and topics, generally showing more product-focused clips. Share of Interactions = Brands’ Instagram and Facebook Interactions / Total Interactions INSTAGRAM SHARE OF INTERACTIONS 31.6% 21.7% 20.8% 5.4% 4.8% 3.9% 2.7% 1.9% 1.9% 1.4% 3.9% 13 11 12 7 9 7 5 7 6 7 57 0 10 20 30 40 50 60 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% BRANDS' SHARE OF INTERACTIONS Share of Interactions Number of Videos Source: Instagram
Cartier lets Italian model Bianca Brandolini d’ Adda present its new jewellery collection in a whirlwind film set in Paris and accompanied by the French song “Le tourbillon de la vie”. Cartier - Paris Nouvelle Vague Collection Duration : 0’19’’ Number of views : 3,416,273 Interaction rate: 0.0% Number of Interactions: 1,375 TOP VIDEOS Jaeger-LeCoultre draws a parallel between its watches and the strength and precision of successful personalities from the sports (Polo), science (DNA decoding) and arts worlds (theatre). Eduardo Novillo Astrada, Carmen Chaplin and Dr. Craig Venter can rely on Jaeger-LeCoultre - even in those moments when time seems to stand still. The Greatest Moments of our Time Duration: 1’01’’ Views: 521,808 Interaction rate: 0.3% Number of Interactions: 1,617 Source: Facebook, Youtube
To celebrate Fathers’ Day, IWC organised a photo shooting of all the fathers working for IWC with their kids. In this setting, every child delivered a love message to their father in front of the camera . Best of: IWC. ENGINEERED FOR THE BEST OF FATHERS. Views: 206,179 Interaction rate: 0.1% Duration: 3’55’’ TOP VIDEOS In a tribute to Arab women, Piaget published a short video portraying 3 successful women: Ascia Farraj (a fashion enthusiast who showed fashion pictures of herself as a modern Muslim woman), Alamira Noor Bani Hashem (a successful business woman in Abu Dhabi) and Ola Farahat (a well-known style consultant). A unique turning ring from Piaget to celebrate Arab women Views: 869,549 Interaction rate: 0.0% Duration : 0’31’’ The Russian video presents Swarovski’s Stardust jewellery collection with model Miranda Kerr. Летняя коллекция украшений SWAROVSKI и браслеты STARDUST Views: 122,977 Interaction rate: 0.0% Duration: 0’16’’ Source: Facebook, Youtube
Tag Heuer published 9 videos across Instagram (5) and YouTube (4) gathering almost 18K interactions in total (291 on YouTube and 17,399 on Instagram). The brand successfully continues its #DontCrackUnderPressure series by presenting extreme sports videos for the upcoming event La Nuit de la Glisse with music by French dj David Guetta. Hublot published 11 videos on YouTube and gathered over 2K interactions. Hublot is also doing well on Instagram with 70K interactions across 10 publications. The brand especially highlights its partnership with wine (County of Vaud in Switzerland), sports race (Ferrari and sailboat) and artists (Chen Man, famous photographer in China). Its best video presents the brand’s new muse, Lebanese super star Ragheb Alama. Breitling ransk 2nd per interactions (over 2K) on YouTube through only 3 videos. All videos evolve around the new Chronomat 38 watch, presented as the ultimate aviator’s chronograph. The brand also takes off to conquer female audiences with a highly contemporary new model, featuring a 38 mm diameter and a high-tech tungsten carbide bezel. TOP BRANDS Source: Facebook, Youtube
Brand Video name Views count Interaction Rate Video Length Cartier Cartier - Paris Nouvelle Vague Collection 3,416,273 0.0% 1’19’’ Jaeger-LeCoultre The Greatest Moments of our Time - 30 seconds 1,216,003 0.0% 0’31’’ Piaget A unique turning ring from Piaget to celebrate Arab women 869,549 0.0% 0’31’’ Jaeger-LeCoultre The Greatest Moments of our Time 521,808 0.3% 1’01’’ IWC Best of: IWC. ENGINEERED FOR THE BEST OF FATHERS. 206,179 0.1% 3’55’’ Jaeger-LeCoultre The Greatest Moments of our Time - 30 secondes 166,061 0.0% 0’31’’ Swarovski Летняя коллекция украшений SWAROVSKI и браслеты STARDUST 122,977 0.0% 0’16’’ TAG Heuer TAG Heuer | Nuit de la Glisse | Teaser 85,725 0.1% 1’08’’ Panerai Mr. Angelo Bonati - Panerai CEO - introduces Eilean 51,909 0.0% 1’00’’ Bell & Ross BR 03 RAFALE : The meeting of two outstanding companies 28,773 0.1% 1’30’’ APPENDIX – TOP VIDEOS Data from the Teads Labs. Snapshot for the month of June. Views and interactions may vary significantly after the data collecting date.Source: Facebook, Youtube
APPENDIX – INSTAGRAM TOP VIDEOS Data from the Teads Labs. Snapshot for the month of June. Views and interactions may vary significantly after the data collecting date. Brand Video name Interactions Interaction Rate Tiffany&Co “I think gems and precious metals are nature’s art. When I use them in my designs I try to create something beyond their natural beauty.” — #PalomaPicasso 42,781 1.8% Tiffany&Co Tiffany Yellow Diamonds: rare and radiant. 24,590 1.0% Cartier Every moment in Paris is an adventure. Watch the new #ParisNouvelleVague film and enter a world of delight, energy, and extravagant nights. @1bianca_brandolini #Cartier 20,655 1.4% Cartier Dizzying curves that catch the light from every angle. #ParisNouvelleVague #Cartier 19,859 1.3% Cartier A playful #ParisNouvelleVague gold ring featuring a spectacle of lapis lazuli and diamonds, reminiscent of equally spectacular Paris nights. @1bianca_brandolini #Cartier 16,826 1.1% Cartier May memories of Paris always be with you. This precious #ParisNouvelleVague necklace features gold latticework and padlock-designed gems inspired by the iconic Pont des Arts "Love Lock" bridge in Paris. @1bianca_brandolini #Cartier 15,903 1.1% Cartier Celebrate your dad today and every day. Happy Father's Day from Cartier. #FathersDay #Cartier 14,759 1.0% Cartier Paris, the mesmerizing City of Light, lends its energy and creativity to inspire the new #ParisNouvelleVague film featuring @1bianca_brandolini. #Cartier 14,497 1.0% Hublot Bold and shiny. The Big Bang Unico @italiaindependentofficial beautifully handcrafted at #Hublot manufacture. 12,200 1.9% Hublot Classic Fusion Aerofusion Moonphase 11,355 1.7% Source: Facebook, Youtube
METHODOLOGY & GLOSSARY BRANDS*KEY WORDS FASHION & BEAUTY WATCHES & JEWELLERYInteractions • YouTube likes and comments + Facebook comments and likes • Instagram interactions for Instagram videos Interaction rates Interactions (YouTube likes and comments + Facebook comments and likes) / views (YouTube views). Activity Facebook posts + Instagram videos + YouTube videos Performance YouTube (views + comments + likes) + Facebook (likes + comments) + Instagram (likes + comments) Popularity Facebook fans + YouTube subscribers Share of Views Brands’ YouTube views / total YouTube views Share of Interactions Brands’ interactions (YouTube likes and comments + Facebook posts) / Total interactions Views YouTube views Source: Facebook, Youtube, Instagram
TEADS • Inventors of outstream video advertising • Unlocking inventories through the award-winning inRead® format • Highly scalable, premium advertising solution • Viewable by design Source: Compared to skippable pre-roll advertising. Nielsen & Teads Ad Effectiveness Study 2015 Boosted brand recommendation +21% Increased purchase intent +50% 1/4 Like ads better when run with inRead® Proven by Nielsen’s ad effectiveness study as being the most effective video solution on the market:
Please contact : Global Industry Director, Luxury - rachid.aitaddi@teads.tv Global Client Insights Manager - charlotte.diemer@teads.tv

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Teads Luxury Barometer June 2015

  • 1.
    REINVENTING VIDEO ADVERTISING LUXURY BAROMETER June2015 • Fashion & Beauty • Watches & Jewellery Data extracted on July 1st
  • 2.
    The Teads Labs Teads’Labs collects and assembles data from a variety of video-sharing websites and online social networking channels. The global data is analysed to create video rankings based on a numerous parameters linked to each brand channel including: interaction rates, shares, comments, likes, dislikes, video length, the number of total videos and the number of total views). The regular analysis on branded videos provides world-wide business and consumer trends and related opportunities for brands to understand the video landscape of a particular category in a specific time frame. THE TEADS LUXURY BAROMETER For recommendations or further insights, please contact: Global Industry Director, Luxury Rachid Ait Addi: rachid.aitaddi@teads.tv Global Client Insights Manager, Charlotte Diemer: charlotte.diemer@teads.tv
  • 3.
    106 Brands 460 Videos 14,759,478Views 3,644,344 Interactions YouTube, Facebook and Instagram channels Data as per the 1st July 2015 Data shows a snapshot in time; at the point of the presentation, stats may have increased substantially. The data is extracted and manually evaluated through the Teads Labs technology Major luxury brands in the categories: Ranking per • Brand popularity, activity and performance • Aggregated views & interactions • Instagram video interactions Interaction rate = Facebook & YouTube Interactions / YouTube views Aggregated rank = views + interaction rate score (60-40% weighting) Snapshot Labs • Fashion & Beauty • Watches & Jewellery Score RankingTimeChannels SUMMARY (1)
  • 4.
    Fashion & Beauty Watches & Jewellery 50BRANDS, June 2015 data: 56 BRANDS, June 2015 data:  Better interaction rates on Instagram than YouTube  Higher interaction rates for Fashion & Beauty (up to 10%) than for Watches and Jewellery, which has a maximum of 0.3% interaction rate  With an average length of 1minute, jewellery brand videos are shorter than their fashion counterparts  Playful and ironic content for fashion brands (sketched cartoons for Prada, Gigi Hadid and Michael Kors playing a game, Chanel #TakeYourChance, Coach Puppies) in a more holistic lifestyle approach  Sports sponsorships (sailing, polo, extreme sports) and romantic storytelling for Watches & Jewellery brands.  Lifestyle and national heritage for fashion brands (Burberry showing snapshots of London on Instagram, Prada in Milan) vs. values and timelessness for Watches & Jewellery brands (Jaeger-LeCoultre, Panerai, Hublot) . As the Fashion Show season just began, brands start introducing their new designs for the Autumn-Winter collection as well as Spring-Summer 2016, with emphasis put on male collections. Michael Kors, Dior and Burberry perform best on Instagram while Coach, Gucci, Bottega Veneta and Chanel rank best on YouTube. While some brands insist on Instagram (Tiffany, Breitling, Hublot), some others are overall star-performers such as Cartier, Tag Heuer and IWC. Beauty and Love are celebrated by brands for Father’s Day (IWC), celebrating Arab women (Piaget) or Paris (Cartier). SUMMARY (2) Instagram, YouTube, Facebook Views represent YouTube views as extracted from the Teads Labs; interaction rate is calculated as the sum of YT and FB likes, comments and shares divided by YouTube Views. Sources: Facebook, Youtube Instagram
  • 5.
    REINVENTING VIDEO ADVERTISING LUXURY BAROMETER June2015 Fashion & Beauty Data extracted on July 1st
  • 6.
    TOP EVOLUTION –POPULARITY MAPPING J. Crew enjoyed the highest growth, followed by Armani. Both saw their popularity rising thanks to a higher number of Instagram subscribers. Louis Vuitton took up the first position and overshadowed Christian Dior, although the latter remains amongst the best performing brands. Jimmy Choo and Yves Saint Laurent were the only major decreases over the period, both ranking 4 steps further than the previous month. Activity Bubble size : Popularity Activity Facebook posts + videos (Instagram + YouTube) Performance YouTube (Views+ Comments + Likes) + Facebook (Likes + Comments) + Instagram (Likes + Comments) Popularity Facebook Fans + YouTube Subscribers + Instagram Followers Performance Armani Valentino Jimmy Choo Yves Saint Laurent Stella Mccartney Bottega Veneta J. Crew Ermegildo Zegna -20 0 20 40 60 80 100 -200000 0 200000 400000 600000 800000 1000000 1200000 +11 12 22 28 35 +7 +4 21 17 +4 31 25 37 33 +14 45 31 +6 21 17 -4 -4 24 20 The popularity mapping represents the brands’ ranking in terms of: Activity, Performance and Popularity and only include brands that vary for more than 3 positions. Source: Facebook, Youtube, Instagram
  • 7.
    TOP VIDEOS –COMBINED VIEWS & INTERACTION RATE Christian Dior stuck to its leading position in June reaching over 2M views but extremely low interaction rates for its Diorshow make up video, while Louis Vuitton achieved an impressive interaction rate of 10.8% over 375k views. With the third highest number of views (1.06M) and an interaction rate of 0.2%, Gucci Cruise 2016: A Fashion Story achieves the best combined result between views and interactions. Videos published in June were shorter than their May counterparts, with only Ermenegildo Zegna surpassing the 5-minute mark within the top 10. 0’42’’ 0’17’’ 4’04’’ 2’32’’ 10’07’’ 2’12’’ 2’00’’ 0’30’’ 0’31’’ 3’56’’ Dior Coach Gucci Bottega Veneta Ermenegildo Zegna Louis Vuitton Burberry Gucci Chanel Michael Kors Source: YouTube and Teads Labs 2,248,702 1,061,096 1,048,200 864,922 441,582 375,390 327,267 309,655 161,114 157,584 0.0% 0.0% 0.2% 0.0% 0.0% 10.8% 0.1% 0.0% 4.1% 0.5%0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% - 500,000 1,000,000 1,500,000 2,000,000 2,500,000 Diorshow, the film COACH PRESENTS MISS ASIA KINNEY IN #COACHPUPS Gucci Cruise 2016: A Fashion Story Bottega Veneta pays tribute to a Modernist Architecture Collaboration Ermenegildo Zegna Couture SS 2016 fashion show Louis Vuitton Men's Spring 2016 Fashion Show Highlights Highlights from the Burberry Menswear Spring/Summer 2016 Runway Show Gucci Cruise 2016 Fashion Show | A Preview CHANCE EAU VIVE - The Film Glamour Games: Gigi Hadid and Michael Kors TOP VIDEO PER COMBINED VIEWS AND INTERACTION RATE Number of Views Interaction Rate
  • 8.
    Source: YouTube andTeads Labs Michael Kors stays well ahead its competitors on Instagram for the 3rd month in a row. In June, the brand’s number of interactions was about 84K, thanks to the video Game on—@LuckyMagazine. #WhatsInYourKors that shows several sport wears accessories. Compared to last month, Michael Kors’ videos are less present (only 2 of them) in this ranking, which allows other brands such as Dior, Burberry and Prada to enter the chart. TOP VIDEOS - INSTAGRAM Michael Kors Dior Burberry Michael Kors Dior Burberry Dior Prada Dior Michael Kors Instagram Interaction Rate = (Facebook Counts + Likes + Comments) / Brand’s Number of Subscribers Game on— @LuckyMagazine. #WhatsInYourKors An entire year of construction boiled down into 15 seconds Bright skies and rolling clouds above #London this morning #ToTheMan who appreciates luxury. Take a look around our brand new flagship boutique in Seoul #London risingnnThr ee days until the #BurberrySh ow Building of the floral runway from the #DiorHomme Summer 2016 fashion show #'Prada Raw Avenue’, illustrations by MEGAN HESS Relive some of the best moments from last night’s repeat show in Tokyo #Game on: @GigiHadid vs. Michael Kors in the first-ever #GlamourGames! 84,144 75,520 73,196 70,333 56,709 55,894 51,140 47,508 46,762 46,687 - 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 TOP VIDEO PER INTERACTIONS
  • 9.
    SHARE OF VIEWSAND INTERACTIONS  7.9 million views in June 2015. Gucci, Coach, Bottega Veneta and Ermenegildo Zegna moved up the ranking in June vs. May but Dior still holds on to its first place after May’s 84% share of total views. Gucci also performs well in terms of interactions (3.7% share), Burberry has a very well balanced distribution of share of views (5.3%) and interactions (5.9%). Share of Views = Brands’ YouTube Views / Total Views ____________________________________________  73K interactions in June 2015 Louis Vuitton’s share of interactions rose from 0.5% in May to 55% in June; with only three videos published in June, the brand holds 4.8% share of total views for the month. The “Other Brands” category gathers 27 brands that reached together a 7.8% share of interactions. Share of Interactions = Brands’ YouTube and Facebook Interactions / Total Interactions 29.7% 17.3% 13.4% 11.0% 5.6% 5.3% 4.8% 4.5% 2.0% 1.4% 5.1%17 8 3 7 5 6 3 6 1 2 83 0 10 20 30 40 50 60 70 80 90 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% BRANDS' SHARE OF VIEWS & VIDEOS PUBLISHED Share of Views Number of Videos 55.0% 11.3% 5.9% 5.1% 3.7% 3.7% 3.4% 1.7% 1.4% 1.1% 7.8% 3 6 6 5 8 3 17 8 11 1 73 0 10 20 30 40 50 60 70 80 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% Louis Vuitton Chanel Burberry Dolce & Gabbana Gucci Calvin Klein Christian Dior Armani Ralph Lauren Michael Kors Others BRANDS' SHARE OF INTERACTIONS & VIDEOS PUBLISHED Share of Interactions Number of Videos Christian Dior Gucci Coach Bottega Veneta E.Zegna Burberry Louis Vuitton Chanel Michael Kors Moncler Others Source: Facebook, Youtube
  • 10.
    Christian Dior remainsthe best performing brand on Instagram with 13 videos and 598K interactions (almost 300K less than in May). Its best performing video provides an insight into the final preparation of the Autumn-Winter Show 2016-15 in Tokyo. The other videos deal with various Autumn-Winter shows for men as well as make-up tutorials. : Jump into the future with Dior’s newest models of Fusion sneakers, embellished with constellation embroidery is about the design of Dior’s latest shoes.  3.2 million interactions in June for Fashion & Beauty videos Instagram presented surprisingly similar results as YouTube, with 7 brands featuring in both rankings (e.g. Burberry, Michael Kors or Gucci). Share of Interactions = Brands’ Instagram and Facebook Interactions / Total Interactions INSTAGRAM SHARE OF INTERACTIONS 18.5% 13.5% 11.4%11.0% 8.9% 7.0% 5.5% 4.1% 3.9% 3.9% 12.5% 13 11 12 7 9 7 5 7 6 7 64 0 10 20 30 40 50 60 70 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% BRANDS' SHARE OF INTERACTIONS Share of Interactions Number of Views Source: Facebook, Youtube
  • 11.
    The most popularvideo offers the opportunity to discover the latest ‘DiorShow mascara for catwalk eyelook’ as well as other eye make-up products. The American model Ondria Hardin lends her face to Dior’s Diorshow cosmetics campaign. Diorshow, the film Duration : 0’42 Views: 2,248,702 Interaction rate: 0.0% Number interactions: 511 This video is a highlight from the Louis Vuitton Men’s Spring 2016 Fashion Show led by artistic Director for Men’s Collections Kim Jones. Louis Vuitton Men's Spring 2016 Fashion Show Highlights Duration : 2’12’’ Views: 375,390 Interaction rate: 10.8% Number interactions: 40,463 TOP VIDEOS Source: Facebook, Youtube
  • 12.
    Coach reached thesecond highest number of views with over 1 million. This video features Lady Gaga’s puppy, Miss Asia Kinney. The French bulldog-muse has made a charitable donation in honor of all Coach Pups to help dogs in need in finding loving homes like hers. Title: COACH PRESENTS MISS ASIA KINNEY IN #COACHPUPS Views : 1,061,096 Interaction rate : 0.0% Duration: 0’17’’ Thanks to 6,645 interaction, this ad for Chanel’s new fragrance “Eau Vive”, reached the second best interaction rate (4.1%). The playfully glamorous ad features models playing bowling with Chanel perfume bottles under the hashtag #TakeAChance. Title: CHANCE EAU VIVE - The Film Views : 161,114 Interaction rate : 4.1% Duration: 0’31’’ Michael Kors is extremely successful in June, ranking 10th on the YouTube chart and 1st on Instagram, with two very different videos. The brand showed a game between Michael Kors and model Gigi Hadid on YouTube, while continuing the successful hashtag trend #WhatsInYourKors on Instagram. Title: Game on—@LuckyMagazine. #WhatsInYourKors Interactions: 84,144 Interaction rate: 1.8% TOP VIDEOS Source: Facebook, Youtube
  • 13.
    Dolce & Gabbanapublished 5 videos in June, focusing on beauty (nail varnish) and the presentation of its Men’s Fashion Show. Both publications communicate a colourful, Mediterranean atmosphere. The brand performed particularly well in terms of Facebook posts and interactions. Gucci performed well in June across all channels considered by the Teads Barometer. The brand ranks 4th per number of likes on Facebook, 4th per number of videos on YouTube and 5th per Instagram interactions. Its videos portray the brand’s partnership with UNICEF, the Men’s Spring Show and the Cruise 2016 as the three main subjects, insisting on old school elegance. Burberry performed greatly in terms of interactions on both YouTube and Instagram. The brand carries on its Acoustic Music campaign and introduces the different Fashion shows coming up in Autumn 2015 and Spring 2016. Classic music is a recurring theme in these videos. TOP BRANDS Armani was very active in June, ranking 2nd per number of Facebook posts and 3rd in number of videos published. Topics vary from the Armani’s release of its new music and fashion app, to celebrity interviews, to the brand’s heritage and partnership with other brands such as quintessentially Italian Vespa. Source: Facebook, Youtube
  • 14.
    Brand Video nameViews Count Interaction Rate Video Length Dior Diorshow, the film 2,248,702 0.0% 7’58’’ Coach COACH PRESENTS MISS ASIA KINNEY IN #COACHPUPS 1,061,096 0.0% 0’17’’ Gucci Gucci Cruise 2016: A Fashion Story 1,048,200 0.2% 4’04’’ Bottega Veneta Bottega Veneta pays tribute to a Modernist Architecture Collaboration 864,922 0.0% 2’32’’ Ermenegildo Zegna Ermenegildo Zegna Couture SS 2016 fashion show 441,582 0.0% 10’07’’ Louis Vuitton Louis Vuitton Men's Spring 2016 Fashion Show Highlights 375,390 10.8% 2’12’’ Burberry Highlights from the Burberry Menswear Spring/Summer 2016 Runway Show 327,267 0.1% 2’00’’ Gucci Gucci Cruise 2016 Fashion Show | A Preview 309,655 0.0% 0’30’’ Chanel CHANCE EAU VIVE - The Film 161,114 4.1% 0’31’’ Michael Kors Glamour Games: Gigi Hadid and Michael Kors 157,584 0.5% 3’56’’ Data from the Teads Labs. Snapshot for the month of June. Views and interactions may vary significantly after the data collecting date. APPENDIX – TOP VIDEOS Source: Facebook, Youtube
  • 15.
    Brand Video nameInteractions Interaction Rate Michael Kors Game on—@LuckyMagazine. #WhatsInYourKors 84,144 1.8% Dior An entire year of construction boiled down into 15 seconds. Dior’s new flagship boutique in Seoul is now open. #DiorSeoul 75,520 1.6%. Burberry Bright skies and rolling clouds above #London this morning 73,196 1.9% Michael Kors #ToTheMan who appreciates luxury. 70,333 1.5% Dior Take a look around our brand new flagship boutique in Seoul, the House of Dior, in this exclusive video. More on DIORMAG.com. #DiorSeoul 56,709 1.2% Burberry #London risingnnThree days until the #BurberryShow on Monday at 1pm London time #LCM 55,894 1.5% Dior Building of the floral runway from the #DiorHomme Summer 2016 fashion show that took place yesterday inside the Tennis Club de Paris. #PFW 51,140 1.1% Prada 'Prada Raw Avenue’, illustrations by MEGAN HESS.nDiscover more on raw.prada.comn#PradaRawEyewear 47,508 1.2% Dior Relive some of the best moments from last night’s repeat show in Tokyo. Full video on DIORMAG.com. #DiorTokyo 46,762 1.0% Michael Kors Game on: @GigiHadid vs. Michael Kors in the first-ever #GlamourGames! nSee the full video on Destination Kors. 46,687 1.0% Data from the Teads Labs. Snapshot for the month of June. Views and interactions may vary significantly after the data collecting date. APPENDIX – INSTAGRAM TOP VIDEOS Source: Facebook, Youtube
  • 16.
    REINVENTING VIDEO ADVERTISINGDataextracted on July 1st LUXURY BAROMETER June 2015 Watches & Jewellery
  • 17.
    The top ofthe ranking is steadily occupied by Tiffany & Co, Cartier, Bulgari, Rolex and Swarovski, but Jaeger-LeCoultre rose to place 8, earning 9 places vs. May activity with the largest increase within the Watches & Jewellery category. De Grisogno’s performance and activity slowed down, thus the brand lost 7 places vs. May. Activity Facebook posts + videos (Instagram + YouTube) Performance YouTube (Views+ Comments + Likes) + Facebook (Likes + Comments) + Instagram (Likes + Comments) Popularity Facebook Fans + YouTube Subscribers + Instagram Followers TOP EVOLUTION – POPULARITY MAPPING Activity Bubble size : Popularity Performance Jaeger-LeCoultre Chopard Ulysse Nardin HYT De Grisgogno Stephen Webster 0 5 10 15 20 25 30 35 40 -500000 0 500000 1000000 1500000 2000000 2500000 8 +9 17 +8 +8 +4 46 42 41 33 37 29 -7 -4 13 9 37 29 The popularity mapping represents the brands’ ranking in terms of: Activity, Performance and Popularity and only include brands that vary for more than 3 positions. Source: Facebook, Youtube, Instagram
  • 18.
    With an averagelength of 1minute, jewellery brand videos are shorter than their fashion counterparts. Jaeger-LeCoultre performed well in June by creating 3 videos that enabled the brand to enter this top 10. These are 3 versions of the same ad with different length or images. The Greatest Moments of our Time also benefitted from the highest interaction rate: 0.3%. This video reaches the best combined results as well. Rather short videos made it to the top this month, except for IWC’s who managed to reach a decent interaction rate with its 3’55’’ video. 1’19’’ 0’31’’ 0’31’’ 1’01’’ 3’55’’ 0’31’’ 0’16’’ 1’08’’ 1’00 1’30’’ TOP VIDEOS – COMBINED VIEWS & INTERACTION RATE Source: YouTube and Teads Labs Cartier Jaeger- LeCoultre Piaget Jaeger- LeCoultre Jaeger- LeCoultre IWC Bell & RossPaneraiTag HeuerSwarovski 3,416,273 1,216,003 869,549 521,808 206,179 166,061 122,977 85,725 51,909 28,773 0.0% 0.0% 0.0% 0.3% 0.1% 0.0% 0.0% 0.1% 0.0% 0.1% 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% - 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 4,000,000 Cartier - Paris Nouvelle Vague Collection The Greatest Moments of our Time - 30 seconds A unique turning ring from Piaget to celebrate Arab women The Greatest Moments of our Time Best of: IWC. ENGINEERED FOR THE BEST OF FATHERS. The Greatest Moments of our Time - 30 secondes Летняя коллекция украшений SWAROVSKI и браслеты STARDUST TAG Heuer | Nuit de la Glisse | Teaser Mr. Angelo Bonati - Panerai CEO - introduces Eilean BR 03 RAFALE : The meeting of two outstanding companies TOP VIDEOS PER COMBINED VIEWS AND INTERACTION RATE Number of Views Interaction Rate
  • 19.
    Source: YouTube andTeads Labs Tiffany & Co Tiffany & Co Cartier Cartier Cartier Cartier TOP VIDEOS - INSTAGRAM Tiffany & Co. consistently outperforms competitors on Instagram, while Cartier also features the ranking in top positions with variations of its Nouvelle Vague campaign. 42,781 24,590 20,655 19,859 16,826 15,903 - 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 “I think gems and precious metals are nature’s art. When I use them in my designs I try to create something beyond their natural beauty.” — #PalomaPicasso Tiffany Yellow Diamonds: rare and radiant. Every moment in Paris is an adventure. Watch the new #ParisNouvelleVague film and enter a world of delight, energy, and extravagant nights. @1bianca_brandolini #Cartier Dizzying curves that catch the light from every angle. #ParisNouvelleVague #Cartier A playful #ParisNouvelleVague gold ring featuring a spectacle of lapis lazuli and diamonds, reminiscent of equally spectacular Paris nights. @1bianca_brandolini #Cartier May memories of Paris always be with you. This precious #ParisNouvelleVague necklace features gold latticework and padlock- designed gems inspired by the iconic Pont des Arts "Love Lock" bridge in Paris. @1bianca_brandolini #Cartier TOP VIDEO PER INTERACTION
  • 20.
     680K viewsin June 2015 Cartier, Jaeger-LeCoultre and Piaget together hold over 90% of total views for the month. The “Other Brands” category brought together 0.3% of total interactions across 17 brands such as Chopard, Hublot, HYT and Rolex, each of them below 0.1%. Share of Views = Brands’ YouTube Views / Total Views ___________________________________________  10K interactions in June 2015 With only three videos published, Breitling almost matches competitor Hublot’s performance in terms of interactions, who published 11 videos. Across only 4 videos and 1.4K interactions, Cartier overtook IWC, which broadcasted 15 videos but generated only1.3K interactions. Share of Interactions = Brands’ YouTube and Facebook Interactions / Total Interactions SHARE OF VIEWS & INTERACTIONS 50.2% 28.4% 13.0% 3.2% 2.0% 1.4% 0.8% 0.4% 0.2% 0.1% 0.3%3 6 3 8 17 8 17 13 3 10 21 0 5 10 15 20 25 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% BRANDS' SHARE OF VIEWS Share of views Number of Videos 19.0%18.7% 16.4% 13.0%12.4% 3.9% 3.1% 2.7% 2.1% 2.1% 6.6%11 3 10 3 15 8 13 4 4 9 29 0 5 10 15 20 25 30 35 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% BRANDS' SHARE OF INTERACTIONS Share of Interactions Number of VideosSource: Facebook, Youtube
  • 21.
    Cartier is June’smost successful brand on Instagram with 6 videos and 102K interactions, counting for almost 1/3 of total interactions. The brand’s most successful video is cartoon dedicated to celebrating father’s Day. All others videos are snippets of the short movie showing the female jewellery line Nouvelle Vague, such as: Paris, the mesmerizing City of Light, lends its energy and creativity to inspire the new #ParisNouvelleVague  324K total Instagram interactions in June Tiffany & Co rank 3rd per share of interactions with only 3 videos published on Instagram. Except for Hublot (10 videos), all other brands published few videos on Instagram. Instagram content differs vs. YouTube in length and topics, generally showing more product-focused clips. Share of Interactions = Brands’ Instagram and Facebook Interactions / Total Interactions INSTAGRAM SHARE OF INTERACTIONS 31.6% 21.7% 20.8% 5.4% 4.8% 3.9% 2.7% 1.9% 1.9% 1.4% 3.9% 13 11 12 7 9 7 5 7 6 7 57 0 10 20 30 40 50 60 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% BRANDS' SHARE OF INTERACTIONS Share of Interactions Number of Videos Source: Instagram
  • 22.
    Cartier lets Italianmodel Bianca Brandolini d’ Adda present its new jewellery collection in a whirlwind film set in Paris and accompanied by the French song “Le tourbillon de la vie”. Cartier - Paris Nouvelle Vague Collection Duration : 0’19’’ Number of views : 3,416,273 Interaction rate: 0.0% Number of Interactions: 1,375 TOP VIDEOS Jaeger-LeCoultre draws a parallel between its watches and the strength and precision of successful personalities from the sports (Polo), science (DNA decoding) and arts worlds (theatre). Eduardo Novillo Astrada, Carmen Chaplin and Dr. Craig Venter can rely on Jaeger-LeCoultre - even in those moments when time seems to stand still. The Greatest Moments of our Time Duration: 1’01’’ Views: 521,808 Interaction rate: 0.3% Number of Interactions: 1,617 Source: Facebook, Youtube
  • 23.
    To celebrate Fathers’Day, IWC organised a photo shooting of all the fathers working for IWC with their kids. In this setting, every child delivered a love message to their father in front of the camera . Best of: IWC. ENGINEERED FOR THE BEST OF FATHERS. Views: 206,179 Interaction rate: 0.1% Duration: 3’55’’ TOP VIDEOS In a tribute to Arab women, Piaget published a short video portraying 3 successful women: Ascia Farraj (a fashion enthusiast who showed fashion pictures of herself as a modern Muslim woman), Alamira Noor Bani Hashem (a successful business woman in Abu Dhabi) and Ola Farahat (a well-known style consultant). A unique turning ring from Piaget to celebrate Arab women Views: 869,549 Interaction rate: 0.0% Duration : 0’31’’ The Russian video presents Swarovski’s Stardust jewellery collection with model Miranda Kerr. Летняя коллекция украшений SWAROVSKI и браслеты STARDUST Views: 122,977 Interaction rate: 0.0% Duration: 0’16’’ Source: Facebook, Youtube
  • 24.
    Tag Heuer published9 videos across Instagram (5) and YouTube (4) gathering almost 18K interactions in total (291 on YouTube and 17,399 on Instagram). The brand successfully continues its #DontCrackUnderPressure series by presenting extreme sports videos for the upcoming event La Nuit de la Glisse with music by French dj David Guetta. Hublot published 11 videos on YouTube and gathered over 2K interactions. Hublot is also doing well on Instagram with 70K interactions across 10 publications. The brand especially highlights its partnership with wine (County of Vaud in Switzerland), sports race (Ferrari and sailboat) and artists (Chen Man, famous photographer in China). Its best video presents the brand’s new muse, Lebanese super star Ragheb Alama. Breitling ransk 2nd per interactions (over 2K) on YouTube through only 3 videos. All videos evolve around the new Chronomat 38 watch, presented as the ultimate aviator’s chronograph. The brand also takes off to conquer female audiences with a highly contemporary new model, featuring a 38 mm diameter and a high-tech tungsten carbide bezel. TOP BRANDS Source: Facebook, Youtube
  • 25.
    Brand Video nameViews count Interaction Rate Video Length Cartier Cartier - Paris Nouvelle Vague Collection 3,416,273 0.0% 1’19’’ Jaeger-LeCoultre The Greatest Moments of our Time - 30 seconds 1,216,003 0.0% 0’31’’ Piaget A unique turning ring from Piaget to celebrate Arab women 869,549 0.0% 0’31’’ Jaeger-LeCoultre The Greatest Moments of our Time 521,808 0.3% 1’01’’ IWC Best of: IWC. ENGINEERED FOR THE BEST OF FATHERS. 206,179 0.1% 3’55’’ Jaeger-LeCoultre The Greatest Moments of our Time - 30 secondes 166,061 0.0% 0’31’’ Swarovski Летняя коллекция украшений SWAROVSKI и браслеты STARDUST 122,977 0.0% 0’16’’ TAG Heuer TAG Heuer | Nuit de la Glisse | Teaser 85,725 0.1% 1’08’’ Panerai Mr. Angelo Bonati - Panerai CEO - introduces Eilean 51,909 0.0% 1’00’’ Bell & Ross BR 03 RAFALE : The meeting of two outstanding companies 28,773 0.1% 1’30’’ APPENDIX – TOP VIDEOS Data from the Teads Labs. Snapshot for the month of June. Views and interactions may vary significantly after the data collecting date.Source: Facebook, Youtube
  • 26.
    APPENDIX – INSTAGRAMTOP VIDEOS Data from the Teads Labs. Snapshot for the month of June. Views and interactions may vary significantly after the data collecting date. Brand Video name Interactions Interaction Rate Tiffany&Co “I think gems and precious metals are nature’s art. When I use them in my designs I try to create something beyond their natural beauty.” — #PalomaPicasso 42,781 1.8% Tiffany&Co Tiffany Yellow Diamonds: rare and radiant. 24,590 1.0% Cartier Every moment in Paris is an adventure. Watch the new #ParisNouvelleVague film and enter a world of delight, energy, and extravagant nights. @1bianca_brandolini #Cartier 20,655 1.4% Cartier Dizzying curves that catch the light from every angle. #ParisNouvelleVague #Cartier 19,859 1.3% Cartier A playful #ParisNouvelleVague gold ring featuring a spectacle of lapis lazuli and diamonds, reminiscent of equally spectacular Paris nights. @1bianca_brandolini #Cartier 16,826 1.1% Cartier May memories of Paris always be with you. This precious #ParisNouvelleVague necklace features gold latticework and padlock-designed gems inspired by the iconic Pont des Arts "Love Lock" bridge in Paris. @1bianca_brandolini #Cartier 15,903 1.1% Cartier Celebrate your dad today and every day. Happy Father's Day from Cartier. #FathersDay #Cartier 14,759 1.0% Cartier Paris, the mesmerizing City of Light, lends its energy and creativity to inspire the new #ParisNouvelleVague film featuring @1bianca_brandolini. #Cartier 14,497 1.0% Hublot Bold and shiny. The Big Bang Unico @italiaindependentofficial beautifully handcrafted at #Hublot manufacture. 12,200 1.9% Hublot Classic Fusion Aerofusion Moonphase 11,355 1.7% Source: Facebook, Youtube
  • 27.
    METHODOLOGY & GLOSSARY BRANDS*KEYWORDS FASHION & BEAUTY WATCHES & JEWELLERYInteractions • YouTube likes and comments + Facebook comments and likes • Instagram interactions for Instagram videos Interaction rates Interactions (YouTube likes and comments + Facebook comments and likes) / views (YouTube views). Activity Facebook posts + Instagram videos + YouTube videos Performance YouTube (views + comments + likes) + Facebook (likes + comments) + Instagram (likes + comments) Popularity Facebook fans + YouTube subscribers Share of Views Brands’ YouTube views / total YouTube views Share of Interactions Brands’ interactions (YouTube likes and comments + Facebook posts) / Total interactions Views YouTube views Source: Facebook, Youtube, Instagram
  • 28.
    TEADS • Inventors ofoutstream video advertising • Unlocking inventories through the award-winning inRead® format • Highly scalable, premium advertising solution • Viewable by design Source: Compared to skippable pre-roll advertising. Nielsen & Teads Ad Effectiveness Study 2015 Boosted brand recommendation +21% Increased purchase intent +50% 1/4 Like ads better when run with inRead® Proven by Nielsen’s ad effectiveness study as being the most effective video solution on the market:
  • 29.
    Please contact : GlobalIndustry Director, Luxury - rachid.aitaddi@teads.tv Global Client Insights Manager - charlotte.diemer@teads.tv