December 27, 2012
Luxury marketers engaged their fans and followers through contests, social sharing, Twitter hashtags and new platforms during the last quarter of 2012.
Although most luxury brands make use of social media, a few went above and beyond by conversing and interacting more with their enthusiasts. Also during this quarter, brands went beyond the most-used social platforms and reached out to new social users of platforms such as Google+ and LinkedIn.
Here are the top 10 luxury brand social marketers of the fourth quarter, in alphabetical order:
Italian fashion house Ermenegildo Zegna upped its social media strategy 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. The Google+ platform connects more than 400 million users worldwide by smartphone, computer or tablet, per the label.
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 Hotels & Resorts 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.
Also, the hotel brand 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.
Jaeger-LeCoultre is pushing products through the redesign of career-oriented social network LinkedIn.
Under the product and services section, the brand has images, videos and overviews about products. Users are also able to give recommendations on products.
In addition, the brand partnered with sports car manufacturer Aston Martin by promoting the AMVOX7 chronograph through a video and social media campaign. This campaign marked the eighth year of their partnership.
The collaboration was pushed via both brands’ Facebook and Twitter accounts along with a video teaser. The two marketers created a product that was distinctively their own since the Jaeger-Le Coultre chronograph reflects the details in an Aston Martin vehicle, which will help to entice followers of both brands.
French label Louis Vuitton sharpened its Facebook and social media strategies for its multichannel L’Invitation au Voyage campaign.
Before the full-length L’Invitation au Voyage video was available, Facebook users could “accept the invitation” from the brand to watch a 10-second teaser of the commercial.
A post was automatically published to users’ personal Timeline after they viewed the full video when it was released.
The commercial aired Nov. 11 on the Showtime network. This same day, the brand also showed the L’Invitation au Voyage social video on its Facebook page.
Louis Vuitton also used personalized notifications to its L’Invitation au Voyage Facebook application users that ask them to watch a behind-the-scenes video.
Users received a Facebook notification Nov. 26 that included their first name in the message. The notification lead users to the L’Invitation au Voyage app where the 85-second video was available.
Marc Jacobs Intl. revamped its Web site and enhancing its mobile optimization to increase online traffic and captivate consumers with improved visuals, mobile commerce features and social sharing options.
The Web site offers a more engaging consumer experience with social integration and a personalized experience through the MyMJ account.
The redesigned Web site features a large social integration campaign with multiple platforms such as Facebook, Twitter, Google+ and Pinterest.
Facebook users can login to comment, “like” and share through the Marc Jacobs Web site. Twitter users have the option to send a tweet from the product pages.
The brand is the first in the fashion industry to introduce the Tweetbox Widget to its page.
Also, consumers are able to customize and share their own MyMJ wish lists through the site. The MyMJ section features an integrated Marc Jacobs Twitter feed.
PPR’s White Ribbon for Women
Luxury conglomerate PPR increased its social media and Internet presence with 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.
After boosting its social strategy earlier this year, U.S. fashion label Rebecca Minkoff revamped its ecommerce site to include a social media aggregator and additional brand content to enhance the overall digital experience for its customers.
The site is meant to offer a shopping experience that provides context, insight into the brand and lifestyle, per the label. Rebecca Minkoff will also tap responsive design to offer a mobile optimized version of the site in the near future.
The Social section of the Web site is an aggregator of Rebecca Minkoff’s Facebook, Twitter, Pinterest and Instagram accounts. Each post shows a thumbnail of an image or text and users can click to visit the entire social media page on its respective channel.
The brand promoted the new Web site redesign through its social channels as well.
Saks Fifth Avenue
Department store chain Saks Fifth Avenue built excitement for the holiday shopping season by giving away a $2,000 gift card to five Pinterest users for its “Pin it to Win it” holiday contest.
Users were asked to pin six items from Saks’ Web site that they want to give as gifts for the holidays and name their board to enter the contest. Those who entered the contest were also asked to follow Saks on Pinterest.
In addition, Saks made use of its Twitter account during Hurricane Sandy. The department store offered words of encouragement, store information and free shipping through its Twitter account during that time.
Precision-cut crystal maker Swarovski pushed its holiday collections through a contest where users on its “Multiface(t)s: Style Yourself with Jewelry” mobile application can enter to win prizes by uploading their augmented reality images to Instagram.
Using the augmented reality technology of the Multiface(t)s mobile app, users can virtually try on pieces of jewelry and then upload the images to Instagram using the hashtag #swarovskistyle. Winners can receive a Swarovski watch or bangle.
The contest was also mentioned on the homescreen of the Multiface(t)s app and on the brand’s Facebook page.
Tiffany & Co.
Jeweler Tiffany & Co. upped its social media prowess through the creation of a Tumblr page on which it is exclusively premiering 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 will soon show 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.
Tiffany exclusively showed its brand film titled “The Dream Maker” on its Tumblr blog to encourage clicks to the site.
Erin Shea, editorial assistant on Luxury Daily, New York