What luxury brands are doing social media really well?
Discussion
I have a report I have to write on how luxury brands are using social media and who is using it most effectively.
From my own interactions with some so-called luxury bands (mainly guy stuff like watches, cars, clothes etc) I find them narcissistic, inward-looking and the best they can do is "here's our product in blue... here's our product in red... here's a model wearing our product... blah blah..." and it's all very promotional instead of actually social. Any engagement seems to be limited to the odd "retweet this hashtag to be entered into a draw for a blah blah" - it all lacks innovation and, as I say, being social.
Can I ask if anyone is aware of brands that are in the luxury space that are actually engaging with their customers? I know a lot of mainstream brands like Innocent smoothies, Dollar Shave Club or Asos do it but what about the luxury brands? The challenge they have, I guess, is trying to maintain that luxury, "too-cool-for-school" air about them while engaging. You can't be the cool kid if you want everybody to be your friend but if you are a bit aloof and unattainable, you become desirable.
Can anyone point to a brand that has crossed this divide or, more generally, what luxury brands do you actually like to follow on any of Facebook, Twitter, Instagram or Pinterest and why? They don't have to be a bg global brand, I'll also look at niche, smaller businesses that are using social media to disrupt.
I'd be grateful for your thoughts. Thank you.
From my own interactions with some so-called luxury bands (mainly guy stuff like watches, cars, clothes etc) I find them narcissistic, inward-looking and the best they can do is "here's our product in blue... here's our product in red... here's a model wearing our product... blah blah..." and it's all very promotional instead of actually social. Any engagement seems to be limited to the odd "retweet this hashtag to be entered into a draw for a blah blah" - it all lacks innovation and, as I say, being social.
Can I ask if anyone is aware of brands that are in the luxury space that are actually engaging with their customers? I know a lot of mainstream brands like Innocent smoothies, Dollar Shave Club or Asos do it but what about the luxury brands? The challenge they have, I guess, is trying to maintain that luxury, "too-cool-for-school" air about them while engaging. You can't be the cool kid if you want everybody to be your friend but if you are a bit aloof and unattainable, you become desirable.
Can anyone point to a brand that has crossed this divide or, more generally, what luxury brands do you actually like to follow on any of Facebook, Twitter, Instagram or Pinterest and why? They don't have to be a bg global brand, I'll also look at niche, smaller businesses that are using social media to disrupt.
I'd be grateful for your thoughts. Thank you.
I'm not an expert, by any means, but is it fair to say that, for those luxury brands, the aloof less 'social' approach is effective for them?
Your thesis proposes that for luxury brands, that's the approach they use, and one has to assume that it works for them. That kind of suggests that if you find a 'luxury' brand doing it the way you suggest it 'should' be done, then either they aren't 'luxury', or they aren't doing it 'effectively'.
Your thesis proposes that for luxury brands, that's the approach they use, and one has to assume that it works for them. That kind of suggests that if you find a 'luxury' brand doing it the way you suggest it 'should' be done, then either they aren't 'luxury', or they aren't doing it 'effectively'.
It depends what you define as "luxury". Are you thinking Aston Martin / Gucci / Boss or more generically what would be classified as "luxury goods"?
If the latter, Dove has run some pretty successful campaigns:
https://www.youtube.com/watch?v=XpaOjMXyJGk
https://www.youtube.com/watch?v=7DdM-4siaQw
Obviously they rely on social sharing to get them viral and are aimed at humanising the brand and positioning it rather than sepcifically selling.
If the latter, Dove has run some pretty successful campaigns:
https://www.youtube.com/watch?v=XpaOjMXyJGk
https://www.youtube.com/watch?v=7DdM-4siaQw
Obviously they rely on social sharing to get them viral and are aimed at humanising the brand and positioning it rather than sepcifically selling.
TAG, if that counts, do a bunch of stuff: https://www.youtube.com/watch?v=FbdY-l8hVDQ
I'm not likely to follow any brands, but I'll watch a decent video or two. Usually where there's more to it than just showing me their product; those Uncle Drew adverts have nothing to do with Pepsi, but people would seek out the whole series.
I'm not likely to follow any brands, but I'll watch a decent video or two. Usually where there's more to it than just showing me their product; those Uncle Drew adverts have nothing to do with Pepsi, but people would seek out the whole series.
As above, I'm sure a substantial number of the brands you're alluding to work very hard to maintain a level of mystery that would directly conflict with social media.
I'd say the ones that do get involved, generally don't utilise social media with the aim to engage per se.
It's more an exercise in selling the associated lifestyle.
Depending on your definition of luxury, examples would vary. I personally think Belstaff do a good job of balancing selling a lifestyle with being elusive.
I'd say the ones that do get involved, generally don't utilise social media with the aim to engage per se.
It's more an exercise in selling the associated lifestyle.
Depending on your definition of luxury, examples would vary. I personally think Belstaff do a good job of balancing selling a lifestyle with being elusive.
seaninog said:
I have a report I have to write on how luxury brands are using social media and who is using it most effectively.
I'd be grateful for your thoughts. Thank you.
My thoughts are the person who tasked you with writing the report has set you up to fail. I'd be grateful for your thoughts. Thank you.
How do you quantify social media effectiveness, and thus be able to identify the brands which are "most effective"? Particularly when you are external to the company so have no access to marketing spend, revenues etc
And as others have said above - luxury brands in particular may not consider social media as a suitable marketing channel for their brand.
Frimley111R said:
I would say, looking at engagement, how many people share/comment on their posts for a start..4
But as more people share and comment, the brand becomes less exclusive. The perception of luxury (because, arguably, luxury is subjective) will decline as the lower ends of the market (mass popularity) are penetrated.This is an interesting premise. As others have said, maybe you don't *want* people commenting. If you are trying to be exclusive and promote a lifestyle that probably doesn't exist, then seeing the brand actually in the real world is going to deflate that. We all watched Burberry go under. It went from being the Queen's coat to being a baseball cap on every chav's head, at which point the luxury customers melted away. If it's available to all then I'll have something else, thanks.
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