Luxury brands are stepping outside their box and reaching the average “Joe” by marketing through social media. Although many have believed that the “exclusivity” of the luxury brands conflicts with the “accessibility” of social media platforms, luxury brands are firm in their strategy to use social media to garner more sales from the young and modern generations. In China, a few brands have really led this trend:
Louis Vuitton: Gogoboi is Taking Over Our Weibo
During the 2015 Louis Vuitton Winter and Autumn Fashion Week, the brand invited a famous Weibo fashion opinion leader – Gogoboi to take over its official Weibo account to report on fashion week.
Gogoboi has over 4 million fans on Sina Weibo and is well known for his clever and humorous comments and reviews in the fashion world. The partnership between Louis Vuitton and Gogoboi to promote this amazing annual event reflects the desire of the brand, Louis Vuitton, to target the constantly increasing population of tech-savvy Internet users.
Bringing the brand local and closer to the Chinese public are the clear purpose behind the campaign partnership. And the idea of having a brand outsider and industry influencer is definitely a bold trial as well. source
Tiffany: Copywriting From Celebrities
Content creation has never been an easy task for social media marketers. Readers are increasingly sophisticated and overwhelmed by the abundance of commercialized information. Nowadays, fewer readers are willing to read content created by the brand itself or from brand angles. Therefore, Tiffany has invited a couple of local celebrities, popular writers, in particular, to generate content for the brand.
The campaign is called “‘Tiffany’s Love in My Eye”. Guo Jingmin (famous writer, and rising director), Tian Pujun (film producer, columnist, and actress), Zhang Wei (associate editor and chief writer of GQ Magazine) were all invited to write their own thoughts on love stories for Tiffany’s campaign.
Not that the content itself is much more interesting than normal e-PRs (electronic press releases), but the fame and influence of the celebrities have received quite a bit of attention and is driving a much deeper brand attachment among readers.
Burberry：The Leading Luxury Brand on Digital Marketing Strategies
Being the first luxury brand to enter the third party e-commerce platform, Burberry has built its flagship shop on TMALL, the largest Chinese online mall. Though sales have not blossomed yet on TMALL, the determination and attitude of Burberry to expand its market through e-commerce is pretty clear.
In the flagship shop Burberry opened in Shanghai Pudong Kerry Center, the most advanced RFID (radio frequency identification) technology is being used. Special chips have been implanted into the clothes and accessories. When customers try on the products and stand in front of the specific mirrors in the shop, the mirror becomes a digital screen and shows a video about the making of the product and its fashion show debut.
The brand ex-CEO, Angela Ahrendts attributes Burberry’s movement and the resulting success to the application of design and digital marketing strategies.
Jaeger-LeCoultre: Hushi is Our Brand Ambassador
Jaeger-LeCoultre is a Swiss watch brand with an atmosphere of humanism. For example, one of their Wechat push articles … ‘To examine self thrice’ proves it perfectly. The name comes from the well-known words of one of China’s most respected and well-known writer and scholar, Hushi, who was the principal of Beijing University. These articles described a few periods of Hushi’s life and highlighted the enduring gentlemen temperament and steadfastness to bring out the branding message of Jaeger-LeCoultre – true, timeless.
The article gained 3,700 reads in a few days and is admired by many mid-high worth customers and watch lovers.
LOEWE: Respect the Local Culture and Customs
LOEWE launched a New Year divination stick campaign on Wechat during New Year 2015. Users who registered with LOEWE’s official Wechat account and typed in any number between 1~8 received a random Kau Cim divination response.
Romain, an expert in Chinese culture : “All of the Kau Cim’s are from famous, old Chinese proverbs, such as “Reviewing the old to innovate (温故而知新)”. Strong local cultural elements were involved and made the campaign largely re-tweeted and the brand recognized.”
Additional reading about Social Media in China and Chinese Social Media Strategies …
How does the experience luxury brands are having in China translate to the US and Europe? Are you going to incorporate these timeless strategies into your business social media marketing? Have you had success with your brand using these techniques? Let us know in the comments below.