Luxe 2.0 - Marketing digital - E-commerce

To increase consumer awareness for its new line of suits, Burberry has been using its Facebook and Twitter to generate a conversation with male fans.

A click-through on a link found on Burberry’s Facebook page brings consumers to the brand’s Web site where they are prompted to view an interactive version of the Travel Tailoring suit via video.

Donna Karan New York’s #DKNYARTWORKS campaign depended on promoted tweets that generated engagement levels higher than three percent and garnered 11.2 million impressions over a three-week span. 

Through this campaign, the brand was able to familiarize fans with its art-entwined origins, drive substantial online traffic and bring several luminaries to a prominent stage.

The brand is providing dedicated fans with moment-to-moment video and multimedia pertaining to the weekend’s races. On the brand’s Facebook page fans are invited to sign up for this weekend’s live-streaming event. On the event’s Web site, fans can learn about items such as news pertaining to the races, competing drivers, circuits, results and standings.

The brand created a Facebook event along with daily posts and a teaser video to make sure the “Bigger than Life” campaign stayed at the top of fan’s social media feeds. Since consumers may be overwhelmed with the number of new campaigns, brands need to make sure campaigns have staying power to ensure fan engagement.

Users gain a cumulative knowledge of the brand’s journey as they slide through the app and then are spurred to start their own journey with Lamborghini. By including different types of content at each stage of the app, the brand will likely be able to engage fans with varying degrees of emotional investment.

Trump Hotel SoHo, New York, is leveraging the knowledge of its concierge team with weekly local insights on the hotel’s Facebook page to remind guests of this valuable in-house resource.

The brand has made the logical transition onto Instagram likely because users on other social media platforms such as Facebook and Twitter often overlook new updates. Although Instagram harbors less users than other platforms, the photo-sharing platform allows brands to resonate with fans specifically looking for compelling images.

The “Intersect by Lexus” space lets Lexus owners relax and interact with the brand and similar lifestyle brands in myriad ways. Fostering a space that transcends a typical showroom allows consumers to engage with the brand in new ways.

Italian fashion house Giorgio Armani is extending its “Frames of Life” eyewear campaign by encouraging fans to create short videos on mobile video-sharing application VideofyMe using its own branded filter.

Lexus is promoting the 2014 IS vehicle with a collaboratively created, stop-motion Instagram film that draws on the perspectives of 212 fans to show the vehicle in a range of angles and tones.

The goal with this vehicle is to reach a younger, tech-savvy audience. Using a creative platform like Instagram, which has such a strong community, allowed the brand to introduce the 2014 IS to the target demographic in an unexpected way

Although the approaches taken by the automakers represent different attitudes, the driving force behind both initiatives is fundamentally the same. Bentley and Jaguar understand that a dedicated and active social media audience helps to improve brand image and attract more fans.

Instagram can drive ecommerce by tracking luxury products that are heavily photographed by fans. Instagram’s high-engagement levels and its capacity for narratives makes it a social media platform that requires a well-crafted strategy.

Toyota Corp.’s Lexus generated interest in the IS model during New York Fashion Week with a live holographic performance art experience that showcased the brand’s penchant for devising creative ways to engage fans.

Mercedes-Benz USA is honoring dedicated fans by showcasing the stories behind their passion for the brand and how they became owners on its Facebook page.

Le prochain iPhone existera bien en version dorée. Un iPhone 5S doré, ce n'est pas flashy, kitsch ou ringard, c'est joli. C'est même le revêtement le plus facile à assortir avec une tenue (pour les fashionistas) et le plus facile à maîtriser (pour ceux qui s'inquiéteraient du processus industriel). Les fans se passionnent aussi pour un éventuel lecteur d'empreintes qui pourrait équiper le nouvel iPhone. 

The label sent out an email with the subject “Let it rain,” which set the tone for the number of weather-protection apparel in the body of the email. Although email could be considered outdated with the influx of new media, email can be an important medium for delivering strongly branded messages to fans.

L'analyse de ces pages révèle un manque d'efforts esthétiques (pourtant capital sur le sujet, hormis Hermès) et des lignes éditoriales pas assez affirmées (les marques hésitent entre promotion et publication sur des thèmes spécifiques : le sport, l'art...) ou en décalage avec ce qu'est la marque.

Pour fêter les cinq millions de fans sur sa page Facebook, Porsche a décidé de manier habilement les tendances du Web actuelles à savoir le crowdsourcing et le viral. Pour cela, le constructeur automobile a mis en place un système pour permettre aux fans de concevoir leur propre modèle de voiture. C’est donc à la question ‘à quoi ressemblerait une voiture designée par plus de 5 millions de fans’ que Porsche a décidé de répondre.

The “My Seattle Sunset” contest encourages fans to explore the city for an original view of the sunset and get to know the property’s surrounding environment. Using the ensuing proceeds to help the fight against brain tumors and brain cancer is a good way to breed solidarity within a community and remind guests that the brand has aspirations outside of commercialism.