Social Media Use by Luxury Brands in Europe

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Social Media Examples by Luxury Brands in Europe

Some examples of high-end luxury European brands successfully using social media to leverage their brand include the #TFWGucci campaign, Louis Vuitton's holiday campaigns, several Chanel social media campaigns, Dior's saddle bag handbag campaign and Tiffany & Co.'s Believe campaign. The results of our research are outline below.

#TFWGucci

  • Gucci’s creative director, Alessandro Michele, commissioned several international artists to turn original images into memes for the campaign, which ran on Twitter and Instagram.
  • The campaign coincided with the release of Gucci's Le Marché des Merveilles watch collection.
  • The campaign, #TFWGucci, which was created with the goal of capturing "That Feeling When Gucci," resulted in the creation of photographs and digital artifacts of Gucci timepieces in typical meme formats.
  • The campaign reportedly increased Gucci’s sales to millennials, resulting in a 43.4% jump in comparable revenue during the first half of 2017.
  • Gucci has a 22.34% share of online search interest among luxury brands in 2019.
  • Gucci's 2019 social media audience is 54.1 million with the #TFWGucci campaign being mentioned as one reason for their strong following.
  • The #TFWGucci campaign had a total reach of 120,089,317 with 1,986,005 likes and 21,780 comments.
  • The average engagement across the 30 memes in the #TFWGucci campaign was 0.5% higher than Gucci’s overall average.
  • Examples of the creative visuals can be found here.

Louis Vuitton's Holiday Campaigns

  • Research suggests that Louis Vuitton's holiday products campaigns and gift inspirations are a key part of their sales and marketing strategy.
  • The campaign includes a film titled Louis Vuitton’s Enchanted World of Gifts, animated decorations, and stickers.
  • The campaigns are run on the Louis Vuitton website and on multiple Twitter accounts with the hashtags #LVGifts and #LVGiftWorkshop.
  • Louis Vuitton has a 9.67% share of online search interest among luxury brands in 2019.
  • Louis Vuitton has a social media audience of 56.89 million.
  • Examples of the creative visuals can be found here.

Chanel Social Media Campaigns

  • The #ChanelTower campaign included a scale replica of the Eiffel Tower as an invitation to private party.
  • Chanel Beauty is an Instagram with various photos and images promoting Chanel products.
  • The #InsideChanel video series provide viewers a look into the establishment of Chanel in 1883 and historic timeline of the company.
  • The campaigns run mainly on Instagram, Twitter, Facebook and YouTube. Notably, the brand maintains exclusivity and an aloof image by not following anybody on social media or commenting.
  • According to Econsultancy, Chanel's social media campaigns have resulted in an average growth of 50% across multiple platforms.
  • In addition, the company associates the success of their No. 5 L’Eau perfume with their social media influencer campaigns, which generated about one million likes in a month.
  • Chanel has an estimated 11.79% share of online search interest among luxury brands.
  • Chanel has a total social media audience of 67.5 million.
  • Examples of the creative visuals can be found here.

Dior Saddle Bag Campaign

  • Dior social media campaigns include the use of an AR filter on Facebook that allows users to try on their sunglasses and a virtual reality headset available in stores that allows viewers to experience the backstage atmosphere of their catwalk shows.
  • Christian Dior luxury maintains separate social media accounts to cater to different consumers, such as Dior Official (@dior) and Dior Homme (@diorhomme), both on Instagram.
  • The social media campaign for Dior's Saddle Bag handbag generated media buzz as a result of popularization by Instagram influencers, celebrities, bloggers and other measures for building personalized relationship with consumers.
  • Research suggests that the Saddle Bag social media campaign generated more than 10,000 posts and close to 6.2 million comments, equivalent to an earned media value of $4 million.
  • Dior has an estimated 5.62% share of online search interest among luxury brands
  • Dior has a total social media audience of 48.3 million.
  • The company reported that the campaign generated substantial ‘store traffic, cross-selling opportunities and 1000% increase in web searches.
  • Examples of the creative visuals can be found here.

Tiffanys Believe Campaigns

  • Tiffany & Co. has undertaken several Believe campaigns, such as Believe in Love and Believe in Dreams.
  • The Believe In Love campaign "honors the connections of true love and features the Tiffany True engagement ring."
  • The Believe in Dreams campaign provides consumers with a look at the Tiffany workshop and flagship store.
  • The campaigns ran on Instagram, Facebook, Twitter, Pinterest and Tumblr.
  • The company reported that the success of the marketing campaigns, new products and customization programs contributed to increased quarterly earnings.
  • During the reporting period, the net sales increased by 12% to $1.1 billion while the quarter net income increased by 26% to about $145 million.
  • Tiffany & Co has a 7.69% share of online search interest
  • Tiffany & Co. has a total social media audience of 20.87 million.
  • Examples of the creative visuals can be found here.

Sources
Sources

Quotes
  • "Gucci has consistently produced some of the most avant-gardes and engaging social media campaigns of the year, experimenting with creative formats and collaborations (from #GucciGram to #TFWGucci)."
Quotes
  • "The revamp of classic high-end fashion brands including Gucci and Balenciaga has helped French parent Kering deliver a stellar set of results for the first half of the year"
Quotes
  • "Louis Vuitton has employed their own Holiday Gifts campaign as a part of their sales and marketing strategy. The holiday campaign displays its entire 2018 gift collection and even includes a gift inspirations section."
Quotes
  • "According to reports, Chanel’s social success has sky-rocketed in a short space of time, with the brand seeing an average growth of 50% across multiple platforms in just a year. One reason looks to be its video strategy."
Quotes
  • "Another initiative which sparked a major social media buzz was the return of the Saddle Bag handbag, reinterpreted by Dior’s creative director Maria Grazia Chiuri 20 years after it was created by John Galliano. The handbag’s social media launch on July 19 generated more than 10,000 posts and nearly 6.2 million comments, equivalent to an earned media value - the value of the brand’s free visibility on social media - of $4 million"
Quotes
  • "Dior unleashed the bags in a marketing blitzkrieg that was hard to miss: Scores of Instagram influencers from around the world posted images modeling the $2,000-plus bags on the same day that Dior released its own campaigns, with models posing against vintage cars on the streets of Paris."
Quotes
  • "After losing traction in recent years with younger consumers eager for more unique jewelry, legacy brand Tiffany & Co. is regaining its luster following successful marketing campaigns, new products and fancy customization programs. On Tuesday, the New York-based retailer reported stellar second-quarter earnings; executives said the company will increase its marketing investment in the second half of the year to continue the sales momentum"