NEW YORK – The new updates by Facebook this week will require a major shift in strategy for brands advertising on the platform, presenting opportunities more focused on sharing and interaction, according to a speaker from WWD’s Forum.
Marketers pulling out the big guns in Condé Nast’s Vanity Fair February issue likely points to the current uplift in mood for both luxury brands and consumers.
Between stock market inconsistency and spending frugality interspersed with random surges in spending, consumer behavior was almost untrackable in 2011. Therefore, marketers were forced to up the ante and, as a result, had truly mind-blowing ideas.
Luxury marketers including Chanel, Cartier, Saks Fifth Avenue, Diane von Furstenberg, Benefit Cosmetics, BMW and Waterford Wedgwood Royal Doulton are emailing their customer databases with enticing shipping offers to nab last-minute holiday shoppers.
Luxury marketers such as Fendi, L’Occitane, John Varvatos, Tory Burch and BMW have been using Facebook ads to help increase brand awareness, build social networks and bring in Web site traffic.
Email open rates were up 7.1 percent in the third quarter which is a good sign for luxury brands that intend to use email blasts as part of their holiday marketing campaigns.
London-based chocolatier Charbonnel et Walker is promoting its candies as the ultimate Christmas gift through a number of direct marketing initiatives and social media-based giveaways.
Champagne brand Moët & Chandon has released a limited-edition, hand-crafted gold bottle that celebrates the history of the family brand and allows customers to personalize the bottles with a special message.
Montblanc is emphasizing its timepieces, rather than its iconic writing instruments, with a new ecommerce site and a microsite dedicated to the 190th anniversary of its Chronograph watch to celebrate the first time that U.S. consumers can buy watches from the brand.
French fashion house Chanel is boosting its digital presence with a brand history microsite and a photo booth-anchored Facebook application to engage a wide breadth of consumers.
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