Social Media Use by Luxury Brands in Europe
Some of the most successful European luxury brands on social media platforms are Gucci, Louis Vuitton, and Chanel. Five of the best practices these best in class brands used to be successful on social media platforms are sentiment, engagement, budget, exclusivity, and cohesion. Ninety-three percent of all consumer engagement for luxury brands occur on Instagram and all three brands used Instagram.
- Sentiment is an incredibly crucial factor in making a luxury brand stand out on social media.
- Perhaps the best in class example of sentiment usage in social media branding was done by Chanel. When launching No. 5 L’Eau perfume, Chanel invited bloggers to tour their production facilities. This led to a flourish of pictures and articles on the bloggers websites and Instagram. The bloggers were only too happy to express their thoughts and feelings about the company.
- Of course, this type of engagement does not hurt them either.
- While all three brands actively engaged with their followers, Gucci tops the list. The company did this by using the star power of millennials.
- Gucci has focused on experiences. While their #GucciGram campaign was run on Instagram, the brand asked creative individuals to provide a personal interpretation of the brands icons, motifs and other iconic designs.
- Gucci's campaigns have made them the number-one luxury brand on social media.
- Both Chanel and Gucci are featured as best in class in the engagement stakes. Around 50% of all social media discussions are on about the brands Gucci, Chanel and Hermes.
- All the top luxury brands spend big on social media. An example is Kerring, the parent company of Gucci. Kerring spends 50% of its budget on social media ($5.3 billion).
- However, the best in class example is Chanel. According to “PYMNTS” they had the biggest spend on social media in 2018.
- All three luxury brands have a focus on exclusivity.
- Louis Vuitton, for example, targets the ultra-exclusivity niche. Exclusivity defines these brands. If all consumers had access to luxury, they no longer would be considered luxury.
- Another best practice example practiced by all three brands is Cohesion. For instance, all brands made sure any of their visual products were featured across all their social media sites.
- Louis Vuitton's cohesion strategy is featured in a case example as the best in class.
Discovering some of the most successful luxury brands on social media was the first step in determining the best practices and in class examples. Three of the top luxury brands on social media in Europe were found in statistics provided by research companies such as ResearchGate and social media specialists like NetBase and Digmind. The three luxury companies found are Gucci, Louis Vuitton, and Chanel and they are all in the accessories market.
From articles, use cases, and research companies, the most common best practices and best in class examples were used. It is a reasonable assumption that the best practices used by the three brands are amongst the best practices used by luxury brands on social media. The same reasonable assumption applies to the examples use for best in class. This assumption is reasonable because they are all within the top five luxury brands on social media.