Top 10 luxury brand social marketers of 2012

PPR Group Facebook page

Luxury marketers tapped their audiences on various social media platforms to promote products, entertain, solicit feedback and give words of encouragement in 2012.

These marketers went beyond using the standard Facebook and Twitter accounts for outreach and expanded onto new platforms such as Google+ and Pinterest. The brands and retailers that succeeded in social media marketing in 2012 engaged in conversations with their followers and saturated them in worthwhile brand promotions.

Here are the top 10 luxury brand social marketers of 2012, in alphabetical order.

@Bergdorfs Twitter page

Bergdorf Goodman
New York-based retailer Bergdorf Goodman bolstered its social media presence during 2012 to promote products and engage with its community of followers.

In May, the retailer devoted its Facebook, Twitter and Pinterest accounts and blog to a month-long initiative with the Melanoma Research Alliance to promote safe sun habits and UV-protecting beauty products.

Bergdorf created a Facebook application that offered one sun safety tip per day that focused on a high-end beauty product during Melanoma Awareness Month.

In addition, the retailer took to Twitter during Superstorm Sandy to support New York and the rest of the East Coast.

Bergdorf transformed its Twitter feed into a news source for New Yorkers during the week of Sandy. It provided information about making donations and the status of public transportation.

The retailer continued to encourage consumers to stop by to recharge electronics and use its wireless Internet via Twitter and Facebook.

BMW's The Road Home

BMW of North America
BMW of North America used its social media outlets to push its 3 Series and DESIR3 campaign in 2012.

The automaker encouraged consumer participation in a contest that showcased the new 3 Series vehicle with a set of user-created YouTube videos that are 5.9 seconds in length, the same amount of time that it takes the car to go from 0-60 miles per hour.

BMW called on United States-based consumers to vote for their favorite video to decide which user would win a new 3 Series sedan via the contest hosted on its YouTube, Facebook and Google+ accounts.

Then, during the holiday season, the automaker created a social video about holiday homecomings titled “The Road Home” that shows travelers going through the process of making it home.

The video was first posted on the brand’s social media accounts and sent out to BMW customers as a holiday-themed email and aired during NBC’s Sunday Night Football broadcast Dec. 23.

Zegna's Google+ page

Ermenegildo Zegna
Italian designer Ermenegildo Zegna changed the way that consumers saw its Facebook page by incorporating an augmented reality feature that gave users secret mobile videos to future campaigns.

Zegna used the Aurasma mobile app that scanned its profile picture and showed consumers a video of the upcoming contemporary art installation at MAXXI – National Museum of XXI Century Arts in Rome.

This was the first time that a marketer used Aurasma technology on Facebook, claimed the vendor.

When users visited the brand’s Facebook page, they were instructed to aim their iPhone, Android or iPad at Zegna’s profile picture where they were shown exclusive content on the Aurasma app.

In the fall of 2012, Zegna upped its social media strategy again through the launch of a new Google+ channel called “Zegna: The Modern Man’s Manual” to engage male consumers in an online fashion dialogue.

Zegna’s Google+ page is an editorial calendar and a guide featuring style tips and trends for male consumers.

Paul Surridge, creative director of the Z Zegna line, frequents the Google+ hangouts.

The company plans to have more virtual encounters to unite fashion bloggers and fans of the brand so that they join in the conversation and share ideas.

Four Seasons Foodies' Night In New Year's chat

Four Seasons
In May, Four Seasons Hotels & Resorts began its campaign to position itself as an expert on luxury wedding planning via Facebook, Twitter, Pinterest, a brand magazine, on-property services, brand bridal experts and real Four Seasons wedding stories.

Four Seasons established bridal Twitter and Pinterest accounts dedicated to sharing expert tips from the hotel’s staff and stories from real Four Seasons brides.

From this campaign, the brand saw more than 24 million impressions for its #LuxBride hashtag.

Also, Four Seasons tapped affluent consumers’ interest in high-end culinary experiences through a lifestyle blog that presents brand recipes from its properties and other food-related content.

The interactive Web site asks users to weigh-in on the content and try cooking recipes from Four Seasons properties worldwide in their homes. The blog was designed to be a gathering place for food-lovers and a network to connect all on-site restaurants and bars in one online community.

In addition, the hotel chain gave social media-savvy consumers ideas for the perfect New Year’s Eve party by partnering with the Foodies’ Night In Twitter chat.

The chain’s executive chefs from various properties answered questions Dec. 17 about New Year’s celebrations asked by the Foodies’ Night In Twitter account. Users were also able to share their opinions and tips by using the hashtag #FNIChat.

Harrods on Pinterest

Harrods
London-based retailer Harrods immersed its social media followers in all-things Diamond Jubilee to celebrate the British Queen’s 60th year on the throne, which took place during the second quarter.

In addition to daily Facebook and Twitter posts that related fashion to the British monarchy and depicted the London celebrations, Harrods tapped into consumers’ creativity and inspiration by holding a contest on Pinterest that allowed users to design their own store window.

Consumers who “pinned” inspirations for the window around the theme “Queen’s Diamond Jubilee Street Party” had a chance to have a Harrods window inspired by their mood board.

Harrods used Facebook and Twitter to raise awareness for the contest as well (see story).

Lexus of Manhattan on foursquare

Lexus
Toyota Corp.’s Lexus was one of the first luxury brands to take advantage of the new features that Facebook had to offer by using Timeline for its “points of no return” tab.

The “points of no return” tab focused on Lexus’ GS model and the steps that it took to get the vehicle to its current version. Using the Facebook Timeline, consumers could see the history of the model and likely become more intertwined with the brand’s history and Lexus itself.

Later in the year, the automaker enhanced its year-end December to Remember Sales Event through a mobile initiative that allowed consumers to influence a donation through Facebook or foursquare check-ins.

Consumers were directed to a Facebook app on which they could register to have their check-ins tallied through Jan. 2.

Each check-in triggered a $10 donation made by Lexus to the Boys & Girls Clubs of America with a check-in at any Lexus dealership doubling a consumer’s donation tally for the day.

Mandarin Oriental, New York

Mandarin Oriental
Mandarin Oriental, New York, began a year-long social campaign during the second quarter of 2012 that shares photos and qualities of its location and home city each day for one year.

The 365 Reasons campaign features one property amenity, local landmark or nearby event that is unique to New York on the Mandarin Oriental, New York, Facebook page each day.

The campaign was developed to build a follower base for the Facebook page and engage current fans across additional digital platforms such as Twitter, Pinterest, Tumblr and email.

Also, during the second quarter, Mandarin Oriental, New York, partnered with retailer Barneys New York to attract female consumers on Facebook in a contest for Mother’s Day.

Both brands tapped Facebook to market a new contest that gave a mother-daughter pair the chance to win a brand-oriented getaway package that comprises a stay at the hotel, a spa package, lunch at a Barneys eatery and two $500 gift cards from the retailer.

Michael Kors' Life

Michael Kors
U.S. label Michael Kors enacted a few new social campaigns during 2012 while continuing to keep its followers aware of the label’s behind-the-scenes happenings.

The label was the most Facebook-savvy of the luxury marketers in the 2012 L2 Think Tank Facebook IQ. Tied for the No. 3 spot, it was the only luxury brand to receive a genius rating and jumped 100 spots from last year’s IQ.

Michael Kors’ began its The Living the Kors Life campaign in June that pushed the wearability of the brand’s collections. It was hosted on the label’s lifestyle Web site Destination Kors as well as Facebook, Twitter and YouTube.

For the campaign, Michael Kors follows three different Insiders, or employees, and covers their fashion, culinary and entertainment choices while showing the women in the brand’s apparel and accessories for each season.

In addition, Michael Kors was one of the marketers that was invited to test the Facebook Collections interface that lets users interact with products via image tagging.

Users can put an item on their Wishlist, add a product-specific comment and click to purchase an item from the respective retailer through the test functions.

PPR Group Facebook page

PPR
Luxury conglomerate PPR increased its social media and Internet presence through a Facebook page and Twitter account for its corporate foundation.

PPR launched two platforms to increase awareness for the White Ribbon for Women campaign that advocates for the elimination of violence against women. The company’s goal was to reach the largest audience possible for the campaign.

The PPR Corporate Foundation’s Twitter account is devoted exclusively to the White Ribbon for Women campaign, while the Facebook page covers news for the group’s luxury and sport lifestyle brands.

Followers of PPR were encouraged to share a white ribbon designed by Stella McCartney on their Facebook or Twitter profiles from Nov. 19-Dec. 2.

Other PPR brands such as Gucci, Girard-Perregaux, Sergio Rossi, Brioni and Boucheron also supported the campaign via social platforms.

Tiffany Tumblr blog

Tiffany & Co.
Jeweler Tiffany & Co. upped its social media prowess through the creation of a Tumblr page on which it exclusively premiered a new social video and images of its Legendary Gemstones 175th anniversary collection.

The “From Out of the Blue” Tumblr page launched in dedication to the brand’s 175th anniversary and shows its heritage through images and commentary.

Tiffany seems to be keen on longevity in its social media campaigns and will likely keep up its Tumblr page with new content.

To start, Tiffany exclusively showed its brand film titled “The Dream Maker” on its Tumblr blog to encourage clicks to the site.

Final take
Erin Shea, editorial assistant on Luxury Daily, New York 

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Tags: Bergdorf Goodman, BMW, digital marketing, Ermenegildo Zegna, Four Seasons, Harrods, Internet, Lexus, luxury, luxury marketing, Mandarin Oriental, Michael Kors, PPR, social, social marketing, social media, social media marketing, Tiffany & Co.