Tuesday, July 30, 2013

Top 10 Luxury Brands Use Social Media Campaigns

Social media campaigns, mobile phone apps, microsites, Instagram and Tumblr.  These are not just the marketing tools for toys and teenpop bands any more.  LuxuryDaily.com chooses the 10 top luxury brands to use the latest of these techniques to reach out to customers in the rarefied, cutthroat world of top-end marketing .Who makes the cut?  Dolce & Gabbana, Donna Karan, Ermenegildo Zegna, Giorgio Armani, Gucci, Land Rover, Marc Jacobs, Mercedes Benz, Raymond Weil, and Tiffany are at the top of the list.

Hunter Communications Original News Source:
Luxury Daily

Link to article:  
 Excerpt: " Luxury marketers used social media to create dialogue and immerse enthusiasts in their brands during the second quarter of 2013.

Marketers found new ways to captivate followers and keep them interested in brand initiatives through a variety of social media campaigns. The campaigns that seemed the most successful were the ones that encouraged consumers to engage with the brand and share information via their own social media profiles. 
Here are the top 10 luxury brand multichannel marketers of the second quarter of 2013, in alphabetical order.

Dolce & Gabbana – Italian fashion house Dolce & Gabbana pushed the brand lifestyle to its more than 6 million Facebook fans through a social media campaign for its Light Blue fragrance.

The Facebook app allows consumers to get the full experience of the fragrance without actually testing it through descriptions, images and video. Dolce & Gabbana likely pushed this fragrance to hook younger consumers and convert them into brand enthusiasts.

On the Light Blue app, consumers can download an advertising image for their own Facebook cover image or for a desktop, watch the commercial and the backstage video and view details on the fragrances.

Also, the app gives a quick overview of the aromas in the fragrances.

Donna Karan – U.S. label Donna Karan aimed for fragrance sales through a social quiz on the brand’s Facebook page that found the best scent based on the consumer’s personality.

The Scent Finder Facebook app guided consumers through a seven-question quiz to find a fragrance that matches the consumer’s personality or another person’s. Since fragrance marketing can be difficult without the sense of smell being involved, this quiz allowed consumers to get a feeling for the fragrance without going to a physical store.

The quiz asked consumers to choose things they cannot live without, their fantasy holiday, their favorite culinary treat, their favorite texture, what music they listen to, how they want their fragrance to make them feel and their favorite scent to determine which fragrance was a good fit."

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