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Jan. 21, 2026
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Did content keep the goodwill going for luxury brands during the lockdown?

June 18, 2020

Salvatore Ferragamo ran an Instagram trivia game to entertain consumers on COVID-19 lockdown. Image courtesy of Salvatore Ferragamo Salvatore Ferragamo ran an Instagram trivia game to entertain consumers on COVID-19 lockdown. Image courtesy of Salvatore Ferragamo

 

By Dianna Dilworth

As countries initiated lockdowns to prevent the spread of COVID-19, many luxury brands backed off on ads and turned to engaging content in a strategy that aimed to soothe consumers during distressing times.

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  1. Luxury Unfiltered: The misstep luxury hotels are making with their AI strategy
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  5. David Yurman selects finalists for inaugural $50K design grant
  6. 13 sustainability-focused startups join flagship accelerator program from L'Oréal
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