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Digital Strategies for
Luxury Brands
Insights, Examples, and Implications
Marci Ikeler (@marciikeler) and Phil Jackson (@philaugustaj)
A broad look

• Traditionally, luxury brands have been hesitant to move online. Now,
  because of the internet’s increased ubiquity and print advertising’s
  decreased returns, more and more luxury brands are making the
  transition to online advertising and e-commerce.
• Affluent consumers are particularly heavy users of the internet for both
  information and for online purchasing. Up to 90% of high-income internet
  users regularly shop online (the number varies slightly in different
  markets). The internet is their number one source of information for luxury
  products.
Luxury brands must have a strong presence online

• There are numerous third party information sources online about any
  luxury brand. These sources might include consumer reviews,
  discussions, even price comparisons and shopping on eBay. Potential
  customers have access to this information; it is essential that the brand
  itself have a voice in the online landscape.
• Because affluent consumers use the web as their number one information
  source about luxury products, all luxury brands must have an online
  presence.
What does digital mean for a luxury brand?

• Many luxury brands have now accepted that a digital presence is
  essential to their brand. However, the following questions are still asked:
   - How do we use the web to tell a luxury story?
   - How do we recreate the sensorial experience of the brand online?
• This report highlights 10 ways that other luxury brands are currently
  answering these questions to engage with consumers digitally.
10 ways to engage with luxury consumers online

1. Communicate the dream of the luxury brand
2. Digital as a piece of the larger puzzle
3. Tell a great story
4. Be a cultural tastemaker
5. Provide a trusted guide to lifestyle enhancement
6. Use history as a way to push forward
7. Encourage the spirit of competition
8. Talk to younger luxury consumers
9. Offer incomparable service
10. Use digital to convey exclusivity
The spectrum of accessibility and exclusivity

• All luxury communications fall somewhere in the spectrum between
  accessibility and exclusivity.
• Luxury brands must, by definition, be exclusive. However, their value must
  be recognized and desired even by those who cannot attain it.


ACCESSIBLE                                                      EXCLUSIVE

Awareness of the brand’s                            Acheivement of the brand’s
promise is accessible.                                   promise is exclusive.
Where does digital fit into the spectrum?

• Because the internet is founded on principles of accessibility and
  democracy, luxury brands generally use digital as a way to spread the
  brand’s dream and mythology.
• Digital communications can play a valuable and critical role in spreading
  information about the brand.

ACCESSIBLE                                                           EXCLUSIVE


TV         Digital *     Print           In-store           Events    VIP service




* There are other uses, too, but we’ll get to that later.
1. Digital’s primary role: communicate the dream

• Building the brand’s image and mythology online helps to make the brand
  desirable for all customers, current and future.
• This allows the brand to reach affluent consumers who are potential
  customers as well as aspiring consumers who may one day have the
  means to be potential customers.
• Luxury brands usually try to mimic the in-store experience with an
  interactive web site, but this does not use the web’s primary strengths
  and has limited reach and utility.
• Who is using the web’s inherent strengths for building their
  brands?
Differentiate a traditional site experience

Hermes Web Site
                                        Although it follows the
                                        traditional luxury paradigm of a
                                        Flash-heavy siloed experience,
                                        the Hermes web site is well
                                        done because of its light-
                                        hearted, whimsical visual tone.

                                        The playful spirit is consistent
                                        through the interactions,
                                        content, and features.

                                        Tiles in a virtual mosaic lead to
                                        product information, video
                                        montages, company history,
                                        and virtual games.




http://www.hermes.com/
Engaging potential customers through social content

Gucci Facebook Page
                                    Gucci is not the only luxury
                                    brand with a Facebook page,
                                    but they are one of the best
                                    because of:

                                    • Constantly updated content -
                                      photos, videos, and
                                      information about events.

                                    • Interactions with fans and
                                      requests for participation.

                                    • No barrier to access the
                                      information.

                                    The result is a 454,328 fan
                                    pipeline of potential future
                                    buyers.




http://www.facebook.com/gucci
Exclusive backstage access in a very public forum

MAC Cosmetics Twitter Accounts
                                                                       During Fashion Week in NYC,
                                                                       MAC makeup artists were
                                                                       tweeting from backstage and
                                                                       engaging the community in
                                                                       dialogue around the latest in
                                                                       beauty trends.

                                                                       This is a good example of how
                                                                       social media can enhance the
                                                                       brand’s image rather than
                                                                       cheapening it.




http://www.product-girl.com/archives/mac-cosmetics-twitter-new-york-
fashion-week-2008/
Highlighting the most exclusive products

Mercedes Benz TV
                                    An online TV channel that
                                    covers new and exciting car
                                    models. It also details
                                    endeavors into gaming and
                                    other elements relevant to car
                                    enthusiasts (both current and
                                    potential prospects).

                                    It features various models
                                    through artistic videos which
                                    highlight the vehicles’
                                    performance.

                                    The site also uses Youtube,
                                    Facebook, and Twitter as
                                    platforms to keep fans up to
                                    date on new episodes and
                                    developments.



http://www.mercedes-benz.tv/
2. Digital as a piece of the larger puzzle

• The most successful luxury digital campaigns are fully integrated with a
  larger digital strategy and align with the brand’s values.
• Digital can be used to support all other touchpoints - including events,
  campaigns, customer service, etc.
• The digital space can help expose past initiatives to people who may
  have missed them.
• Many of the examples in this presentation have 360 degree touchpoints,
  but the following examples highlight some particularly successful
  integrations.
Documenting and publicizing an event

Grey Goose at the Toronto Film Festival
                                          Grey Goose had an extensive
                                          partnership with the Toronoto
                                          Film Festival, in which they
                                          sponsored awards and parties.

                                          The blog catalogued the Grey
                                          Goose team’s journey and
                                          experiences at the festival and
                                          provided documentation on the
                                          parties, thus providing virtual
                                          access to the exclusive event.




http://blog.greygoose.com/
Supporting an iconic event with an online showcase

Cartier Centennial
                                           Cartier celebrated its 100 year
                                           anniversary with number of
                                           commemorative events: an
                                           exhibition in the Cartier Mansion
                                           in NYC, a touring exhibit of
                                           iconic pieces, celebrity events,
                                           and a photography book.

                                           Each of these efforts has a
                                           gorgeously designed online
                                           counterpart, which allows
                                           consumers to experience the
                                           events even if they couldn’t
                                           actually attend.




http://www.centennial.cartier.com/#/grid
3. Tell a great story

• Go beyond aesthetics to create marketing products that add value for the
  consumer - whether it is entertainment, education, or utility.
• Most value-added marketing includes a heavy storytelling component,
  giving consumers a reason to engage with the brand.
Articulate the mood of the brand

Chanel No. 5 “Night Train”
                                   The Chanel video featuring
                                   Audrey Tautou ignited
                                   conversations online because of
                                   its value as a piece of film and
                                   its storytelling.

                                   The companion web site treated
                                   the video similarly to a movie
                                   release - it included behind the
                                   scenes information,
                                   screensavers, and photographs
                                   which enhanced the experience.




http://www.chaneln5.com/
Create engagement through interactive storytelling

Louis Vuitton Journeys
                                              The interactive website
                                              showcases personal stories
                                              from groundbreaking
                                              astronauts.

                                              Even without the Louis Vuitton
                                              brand the web site is fascinating
                                              for both its content and the way
                                              in that the stories are told - they
                                              overlap and the consumer can
                                              chose to follow each astronaut
                                              individually.




http://www.louisvuittonjourneys.com/#/en_US
4. Be a cultural tastemaker

• Elevate the brand’s luxury status by acting as an arbitrator of taste,
  recognizing and guiding consumers to cultural excellence.
• In addition to arts and culture, the brand can also take part in the global
  community by recognizing pioneers and innovators for global good.
• Cultural content can also be a valuable way of giving consumers a reason
  to engage with the brand on a more frequent basis.
• Many brands (luxury and not) attempt to act as tastemakers for their
  audience. The most successful efforts work because they align with the
  brand values and they take an innovative approach to highlighting the
  content.
Celebrate acheivements that resonate

Cartier’s Women’s Initiative Awards
                                              Cartier’s Women’s Initiative
                                              Awards is an annual awards
                                              event that celebrates five
                                              promising female entrepreneurs.

                                              Because the awards celebrate
                                              female business initiative, they
                                              are relevant to Cartier’s
                                              audience and also match the
                                              brand’s spirit of acheivement.




http://www.cartierwomensinitiative.com/cms/
Recognize innovators who align with the brand’s values

The Rolex Awards
                                                    The Rolex Awards recognizes
                                                    pioneering projects that
                                                    demonstrate innovative thought
                                                    and contribute to the
                                                    betterment of humankind. The
                                                    awards were established in
                                                    1976 and have received and
                                                    evaluated 25,800 submissions.

                                                    This aligns with Rolex’s brand
                                                    position of unwavering
                                                    excellence and precision, within
                                                    the realm of improving the
                                                    global good.




http://rolexawards.com/en/the-laureates/index.jsp
Present acheivers in the arts in a unique way

Grey Goose Iconoclasts
                                                                  Grey Goose partnered with the
                                                                  Sundance channel to create a
                                                                  critically acclaimed television
                                                                  series that features dynamic
                                                                  encounters between two well-
                                                                  known innovators from different
                                                                  fields.

                                                                  This example goes beyond
                                                                  simply developing or
                                                                  sponsoring tastemaker content
                                                                  to create a brand new format
                                                                  that is highly engaging for
                                                                  consumers.




http://www.greygoose.com/#/global/en/entertainment/iconoclasts/
Recognize influencers on the rise

Grey Goose Rising Icons
                                                                  Grey Goose recognizes eight of
                                                                  the world’s most influential new
                                                                  urban artists in a bi-weekly
                                                                  television event that airs on
                                                                  BET.

                                                                  This example is valuable
                                                                  because it is a partnership
                                                                  between a brand and a trusted
                                                                  entertainment network.
                                                                  Additionally, it highlights artists
                                                                  with grassroots beginnings and
                                                                  huge followings - including Kid
                                                                  Cudi, who built his initial
                                                                  popularity online.




http://www.greygoose.com/#/global/en/entertainment/risingicons/
Allow an established artist to curate content

Hennessy Artistry - Curated by Common
                                           Rather than presenting
                                           themselves as cultural
                                           tastemakers, Hennessy went
                                           another route by partnering with
                                           respected musicians and
                                           allowing them to curate the best
                                           in upcoming artists.

                                           This effort also includes a
                                           serires of global concerts, which
                                           are documented and presented
                                           online.




http://www.hennessy.com/#/en_US/artistry
5. Be a trusted guide to lifestyle enhancement

• Be the trusted source for best-in-class lifestyle content. Give people
  interesting nuggets on widely popular events and also lesser known niche
  materials.
• Creating unique content that grabs the audience’s attention can be
  difficult, given the abundance of lifestyle information online. Partnering
  with an existing lifestyle source is a good strategy for gaining a built in
  audience and ensuring editorial quality.
• Providing ongoing educational content is a great way to increase the
  opportunities for brand engagement.
• There is a lot of room for improvement in this space because even brands
  that are doing a good job are not getting a lot of traffic and exposure.
Partner with respected lifestyle guides

Cadillac-ipedia
                                       Cadillac partnered with Luxist,
                                       the top blog for luxury lifestyle
                                       content, to sponsor the
                                       “Cadillac-ipedia”. This branded
                                       section of the site aggregates all
                                       of the blogs lifestyle tips and
                                       tricks by topic.

                                       Because Luxist is already well-
                                       established (600K monthly
                                       visitors), this partnership
                                       provides Cadillac with a larger
                                       audience than it would have on
                                       its own.




http://www.luxist.com/cadillacipedia
Provide on-the-go culturual recommendations

Gucci Little Black Book
                                  Gucci has an iPhone app that
                                  offers users exclusive access to
                                  Gucci fashion, videos, and
                                  products.

                                  Additionally, the Gucci “Little
                                  Black Book” offers users
                                  recommendations for local
                                  restaurants, shopping, and
                                  cultural events based on the
                                  user’s current GPS location.




Gucci iPhone App
6. Use history as a way to push forward

• Luxury brands frequently illustrate their brand’s history and story to help
  contribute to the sense of craft.
• They also draw parallels to historical moments outside of the brand to
  help articulate their points-of-view.
• Providing users with a story about what makes the brand special makes
  the purchase decision more compelling.
Showcase a history of technical innovation

Lamborghini Museum
                                            The Lamborghini Museum
                                            opened in 2001 to celebrate the
                                            company’s ongoing
                                            commitment to producing the
                                            best “dream cars”.

                                            The Lamborghini web site has a
                                            corresponding virtual museum
                                            that highlights the technological
                                            milestones of the brand.




http://www.visit-lamborghini.com/#gallery
Celebrate a history of iconic style

Cartier Centennial
                                           The Cartier Centennial web site
                                           highlights the brand’s history of
                                           creating iconic jewelry through
                                           an interactive mosaic. This
                                           gives access to people who
                                           can’t attend the real-world tour
                                           dates.




http://www.centennial.cartier.com/#/grid
Draw parallels with historical moments

Louis Vuitton Journeys
                                              The Louis Vuitton Journeys web
                                              site features interactive videos
                                              featuring Jim Lovell, Buzz
                                              Aldren, and Sally Ride: all
                                              pioneers in space travel.

                                              Louis Vuitton’s respected and
                                              long brand history is a vehicle to
                                              tell captivating stories about
                                              great journeys in history.




http://www.louisvuittonjourneys.com/#/en_US
Use history to build brand mythology

Jack Daniels
                                                         There’s a sense of mystery
                                                         around the life of Jack Daniel,
                                                         and this aura is elevated in the
                                                         way the brand communicates:
                                                         i.e. – the #7 on the bottle, the
                                                         distilling process, Daniels’ first
                                                         foray into bourbon, and even his
                                                         death.




http://www.jackdaniels.com/TheDistillery/Default.aspx?
st=cavespringwater
7. Encourage the spirit of competition

• Leverage the commaradarie of sport and the excitement and
  engagement that competition generates. This can be effective because
  luxury consumers tend to be overacheivers with a highly developed
  competitive spirit.
• Contests can tie in with real world events or even real products to add
  gravitas.
Emphasize collaboration through sport

Damiani Yacht Racing
                                           Damiani organized a team made
                                           up of both professionals and
                                           amatuers to compete in a
                                           ragata in the Mediterranean.

                                           The mixture of professional and
                                           amateur participants maintained
                                           a collaborative spirit with the
                                           excitement of the competition.




http://www.damiani.com/index.php?lng=eng
Engage fans with product customization and design

Design a Coach Tote
                                                     Coach created a contest
                                                     allowing participants to design,
                                                     share, and rate Coach bag
                                                     designs. The winning tote sold
                                                     as a limited edition item.

                                                     This contest was successful
                                                     because it engaged a
                                                     committed fan base by allowing
                                                     them to participate in the
                                                     creation of the product itself,
                                                     within the parameters defined
                                                     by the brand.




http://www.brickfish.com/fashion/Coach?tab=overview
Encourage fans to enlist their social networks

Lexus DriveHS
                                     Lexus sponsored a contest
                                     where the prize was a one-year
                                     lease for their latest hybrid
                                     model. They asked fans to post
                                     a profile and statement about
                                     why they should win.

                                     The contest gained a lot of
                                     buzz, and the winner used many
                                     social media networking
                                     techniques to gain votes.




http://www.drivehs.com/
8. Talk to younger luxury consumers	

• Luxury brands need to have a strategy for reaching the next generation of
  luxury consumers. Although young people may not be potential
  customers now, over time they will accumulate the resources required to
  become luxury customers.
• Luxury brands need to have two approaches to their youth marketing
  strategy online: first, they should be listening and engaging with younger
  people in order to understand the market; and secondly, they should be
  outputting awareness marketing materials that are relevant to the youth
  market.
Create a forum for listening to young consumers

Mercedes Benz’s Generation Benz
                                    Mercedes created a branded
                                    social network available only to
                                    Gen Y consumers that allows
                                    Mercedes to interact with
                                    younger consumers and to
                                    solicit feedback on vehicle
                                    design decisions. 




http://www.generationbenz.com/
Creating a forward facing product line

Burberry’s Facebook Page
                                     Burberry created “Burberry
                                     Prorsum”, a forward-facing
                                     fashion line aimed at a younger
                                     audience. The spokesmodel,
                                     Emma Watson, is 19-years-old,
                                     and is known for her work in the
                                     Harry Potter movies.

                                     Burberry has publicized this
                                     brand on its Facebook page, a
                                     location that can be assumed to
                                     have a younger audience than
                                     other locations. They highlight
                                     the new fashion line with behind
                                     the scenes videos, photos, and
                                     other exclusive information.




http://www.facebook.com/burberry
9. Offer incomparable service

• Because time is always valuable, luxury consumers are willing to spend
  money for service that goes above and beyond.
• Digital can be a perfect channel for bolstering customer service for two
  reasons: first, it is more efficient than real-world experiences and services,
  and secondly, the time-starved affluent consumer increasingly looks for
  customer service and other touchpoints online.
• In addition to customer service, software tools can provide services
  related to luxury goods that cannot be duplicated in traditional channels.
In-person customer service, online

Astley Clarke
                                     Astley Clarke is a web site that
                                     sells high-end, exclusive
                                     jewelry.

                                     To address the challenges of
                                     selling high-ticket items online,
                                     they offer an extensive
                                     personal shopper program that
                                     provides immediate assistance
                                     to their customers. Additionally,
                                     customers have access to free
                                     returns, same day deliveries,
                                     and bespoke services.




http://www.astleyclark.com/
Provide a service that can’t be replicated offline

Covet
                                      Covet is a virtual personal
                                      shopper that analyzes the user’s
                                      style based on a series of quick
                                      questions. Based on the results,
                                      it provides style
                                      recommendations and shopping
                                      deals.

                                      This service uses the
                                      advantages of web interactivity
                                      and data analysis to provide a
                                      highly personalized service that
                                      can’t be duplicated in other
                                      channels.




http://www.covet.com/
10. Use digital to convey exclusivity

• In addition to the role of digital communications in driving accessibility and
  awareness, some luxury brands are beginning to offer selective online
  content, services, and communities to the brand’s customers.
• Closed communities and selective content can drive the brand’s sense of
  exclusivity.

ACCESSIBLE                                                          EXCLUSIVE


TV        Print         In-store         Events        Digital        VIP service
Create a members-only tool and library

Lexus Drivers
                                    Lexus has an exclusive online
                                    community that allows Lexus
                                    owners to manage information
                                    about their car. Additionally, the
                                    Lexus Magazine provides
                                    lifestyle content available only
                                    to Lexus owners.




http://drivers.lexus.com/
Provide valuable content to customers only

Lamborghini Magazine
                                                     Lamborghini has an online
                                                     magazine that can only be
                                                     accessed through a relationship
                                                     with a Lamborghini dealer.




http://www.lamborghini.com/magazine/index_eng.html
Summary

1. Communicate the dream of the luxury brand
2. Digital as a piece of the larger puzzle
3. Tell a great story
4. Be a cultural tastemaker
5. Provide a trusted guide to lifestyle enhancement
6. Use history as a way to push forward
7. Encourage the spirit of competition
8. Talk to younger luxury consumers
9. Offer incomparable service
10. Use digital to convey exclusivity
Thank you
Questions or comments? Get in touch.

Marci Ikeler                           Phil Jackson
Twitter: @marciikeler                  Twitter: @philaugustaj
Email: marci.ikeler@publicis-usa.com   Email: phillip.jackson@publicis-usa.com
Web: http://marciikeler.com/           Web: http://TheWorkmanMixtape.com

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Digital Strategies for Luxury Brands

  • 1. Digital Strategies for Luxury Brands Insights, Examples, and Implications Marci Ikeler (@marciikeler) and Phil Jackson (@philaugustaj)
  • 2. A broad look • Traditionally, luxury brands have been hesitant to move online. Now, because of the internet’s increased ubiquity and print advertising’s decreased returns, more and more luxury brands are making the transition to online advertising and e-commerce. • Affluent consumers are particularly heavy users of the internet for both information and for online purchasing. Up to 90% of high-income internet users regularly shop online (the number varies slightly in different markets). The internet is their number one source of information for luxury products.
  • 3. Luxury brands must have a strong presence online • There are numerous third party information sources online about any luxury brand. These sources might include consumer reviews, discussions, even price comparisons and shopping on eBay. Potential customers have access to this information; it is essential that the brand itself have a voice in the online landscape. • Because affluent consumers use the web as their number one information source about luxury products, all luxury brands must have an online presence.
  • 4. What does digital mean for a luxury brand? • Many luxury brands have now accepted that a digital presence is essential to their brand. However, the following questions are still asked: - How do we use the web to tell a luxury story? - How do we recreate the sensorial experience of the brand online? • This report highlights 10 ways that other luxury brands are currently answering these questions to engage with consumers digitally.
  • 5. 10 ways to engage with luxury consumers online 1. Communicate the dream of the luxury brand 2. Digital as a piece of the larger puzzle 3. Tell a great story 4. Be a cultural tastemaker 5. Provide a trusted guide to lifestyle enhancement 6. Use history as a way to push forward 7. Encourage the spirit of competition 8. Talk to younger luxury consumers 9. Offer incomparable service 10. Use digital to convey exclusivity
  • 6. The spectrum of accessibility and exclusivity • All luxury communications fall somewhere in the spectrum between accessibility and exclusivity. • Luxury brands must, by definition, be exclusive. However, their value must be recognized and desired even by those who cannot attain it. ACCESSIBLE EXCLUSIVE Awareness of the brand’s Acheivement of the brand’s promise is accessible. promise is exclusive.
  • 7. Where does digital fit into the spectrum? • Because the internet is founded on principles of accessibility and democracy, luxury brands generally use digital as a way to spread the brand’s dream and mythology. • Digital communications can play a valuable and critical role in spreading information about the brand. ACCESSIBLE EXCLUSIVE TV Digital * Print In-store Events VIP service * There are other uses, too, but we’ll get to that later.
  • 8. 1. Digital’s primary role: communicate the dream • Building the brand’s image and mythology online helps to make the brand desirable for all customers, current and future. • This allows the brand to reach affluent consumers who are potential customers as well as aspiring consumers who may one day have the means to be potential customers. • Luxury brands usually try to mimic the in-store experience with an interactive web site, but this does not use the web’s primary strengths and has limited reach and utility. • Who is using the web’s inherent strengths for building their brands?
  • 9. Differentiate a traditional site experience Hermes Web Site Although it follows the traditional luxury paradigm of a Flash-heavy siloed experience, the Hermes web site is well done because of its light- hearted, whimsical visual tone. The playful spirit is consistent through the interactions, content, and features. Tiles in a virtual mosaic lead to product information, video montages, company history, and virtual games. http://www.hermes.com/
  • 10. Engaging potential customers through social content Gucci Facebook Page Gucci is not the only luxury brand with a Facebook page, but they are one of the best because of: • Constantly updated content - photos, videos, and information about events. • Interactions with fans and requests for participation. • No barrier to access the information. The result is a 454,328 fan pipeline of potential future buyers. http://www.facebook.com/gucci
  • 11. Exclusive backstage access in a very public forum MAC Cosmetics Twitter Accounts During Fashion Week in NYC, MAC makeup artists were tweeting from backstage and engaging the community in dialogue around the latest in beauty trends. This is a good example of how social media can enhance the brand’s image rather than cheapening it. http://www.product-girl.com/archives/mac-cosmetics-twitter-new-york- fashion-week-2008/
  • 12. Highlighting the most exclusive products Mercedes Benz TV An online TV channel that covers new and exciting car models. It also details endeavors into gaming and other elements relevant to car enthusiasts (both current and potential prospects). It features various models through artistic videos which highlight the vehicles’ performance. The site also uses Youtube, Facebook, and Twitter as platforms to keep fans up to date on new episodes and developments. http://www.mercedes-benz.tv/
  • 13. 2. Digital as a piece of the larger puzzle • The most successful luxury digital campaigns are fully integrated with a larger digital strategy and align with the brand’s values. • Digital can be used to support all other touchpoints - including events, campaigns, customer service, etc. • The digital space can help expose past initiatives to people who may have missed them. • Many of the examples in this presentation have 360 degree touchpoints, but the following examples highlight some particularly successful integrations.
  • 14. Documenting and publicizing an event Grey Goose at the Toronto Film Festival Grey Goose had an extensive partnership with the Toronoto Film Festival, in which they sponsored awards and parties. The blog catalogued the Grey Goose team’s journey and experiences at the festival and provided documentation on the parties, thus providing virtual access to the exclusive event. http://blog.greygoose.com/
  • 15. Supporting an iconic event with an online showcase Cartier Centennial Cartier celebrated its 100 year anniversary with number of commemorative events: an exhibition in the Cartier Mansion in NYC, a touring exhibit of iconic pieces, celebrity events, and a photography book. Each of these efforts has a gorgeously designed online counterpart, which allows consumers to experience the events even if they couldn’t actually attend. http://www.centennial.cartier.com/#/grid
  • 16. 3. Tell a great story • Go beyond aesthetics to create marketing products that add value for the consumer - whether it is entertainment, education, or utility. • Most value-added marketing includes a heavy storytelling component, giving consumers a reason to engage with the brand.
  • 17. Articulate the mood of the brand Chanel No. 5 “Night Train” The Chanel video featuring Audrey Tautou ignited conversations online because of its value as a piece of film and its storytelling. The companion web site treated the video similarly to a movie release - it included behind the scenes information, screensavers, and photographs which enhanced the experience. http://www.chaneln5.com/
  • 18. Create engagement through interactive storytelling Louis Vuitton Journeys The interactive website showcases personal stories from groundbreaking astronauts. Even without the Louis Vuitton brand the web site is fascinating for both its content and the way in that the stories are told - they overlap and the consumer can chose to follow each astronaut individually. http://www.louisvuittonjourneys.com/#/en_US
  • 19. 4. Be a cultural tastemaker • Elevate the brand’s luxury status by acting as an arbitrator of taste, recognizing and guiding consumers to cultural excellence. • In addition to arts and culture, the brand can also take part in the global community by recognizing pioneers and innovators for global good. • Cultural content can also be a valuable way of giving consumers a reason to engage with the brand on a more frequent basis. • Many brands (luxury and not) attempt to act as tastemakers for their audience. The most successful efforts work because they align with the brand values and they take an innovative approach to highlighting the content.
  • 20. Celebrate acheivements that resonate Cartier’s Women’s Initiative Awards Cartier’s Women’s Initiative Awards is an annual awards event that celebrates five promising female entrepreneurs. Because the awards celebrate female business initiative, they are relevant to Cartier’s audience and also match the brand’s spirit of acheivement. http://www.cartierwomensinitiative.com/cms/
  • 21. Recognize innovators who align with the brand’s values The Rolex Awards The Rolex Awards recognizes pioneering projects that demonstrate innovative thought and contribute to the betterment of humankind. The awards were established in 1976 and have received and evaluated 25,800 submissions. This aligns with Rolex’s brand position of unwavering excellence and precision, within the realm of improving the global good. http://rolexawards.com/en/the-laureates/index.jsp
  • 22. Present acheivers in the arts in a unique way Grey Goose Iconoclasts Grey Goose partnered with the Sundance channel to create a critically acclaimed television series that features dynamic encounters between two well- known innovators from different fields. This example goes beyond simply developing or sponsoring tastemaker content to create a brand new format that is highly engaging for consumers. http://www.greygoose.com/#/global/en/entertainment/iconoclasts/
  • 23. Recognize influencers on the rise Grey Goose Rising Icons Grey Goose recognizes eight of the world’s most influential new urban artists in a bi-weekly television event that airs on BET. This example is valuable because it is a partnership between a brand and a trusted entertainment network. Additionally, it highlights artists with grassroots beginnings and huge followings - including Kid Cudi, who built his initial popularity online. http://www.greygoose.com/#/global/en/entertainment/risingicons/
  • 24. Allow an established artist to curate content Hennessy Artistry - Curated by Common Rather than presenting themselves as cultural tastemakers, Hennessy went another route by partnering with respected musicians and allowing them to curate the best in upcoming artists. This effort also includes a serires of global concerts, which are documented and presented online. http://www.hennessy.com/#/en_US/artistry
  • 25. 5. Be a trusted guide to lifestyle enhancement • Be the trusted source for best-in-class lifestyle content. Give people interesting nuggets on widely popular events and also lesser known niche materials. • Creating unique content that grabs the audience’s attention can be difficult, given the abundance of lifestyle information online. Partnering with an existing lifestyle source is a good strategy for gaining a built in audience and ensuring editorial quality. • Providing ongoing educational content is a great way to increase the opportunities for brand engagement. • There is a lot of room for improvement in this space because even brands that are doing a good job are not getting a lot of traffic and exposure.
  • 26. Partner with respected lifestyle guides Cadillac-ipedia Cadillac partnered with Luxist, the top blog for luxury lifestyle content, to sponsor the “Cadillac-ipedia”. This branded section of the site aggregates all of the blogs lifestyle tips and tricks by topic. Because Luxist is already well- established (600K monthly visitors), this partnership provides Cadillac with a larger audience than it would have on its own. http://www.luxist.com/cadillacipedia
  • 27. Provide on-the-go culturual recommendations Gucci Little Black Book Gucci has an iPhone app that offers users exclusive access to Gucci fashion, videos, and products. Additionally, the Gucci “Little Black Book” offers users recommendations for local restaurants, shopping, and cultural events based on the user’s current GPS location. Gucci iPhone App
  • 28. 6. Use history as a way to push forward • Luxury brands frequently illustrate their brand’s history and story to help contribute to the sense of craft. • They also draw parallels to historical moments outside of the brand to help articulate their points-of-view. • Providing users with a story about what makes the brand special makes the purchase decision more compelling.
  • 29. Showcase a history of technical innovation Lamborghini Museum The Lamborghini Museum opened in 2001 to celebrate the company’s ongoing commitment to producing the best “dream cars”. The Lamborghini web site has a corresponding virtual museum that highlights the technological milestones of the brand. http://www.visit-lamborghini.com/#gallery
  • 30. Celebrate a history of iconic style Cartier Centennial The Cartier Centennial web site highlights the brand’s history of creating iconic jewelry through an interactive mosaic. This gives access to people who can’t attend the real-world tour dates. http://www.centennial.cartier.com/#/grid
  • 31. Draw parallels with historical moments Louis Vuitton Journeys The Louis Vuitton Journeys web site features interactive videos featuring Jim Lovell, Buzz Aldren, and Sally Ride: all pioneers in space travel. Louis Vuitton’s respected and long brand history is a vehicle to tell captivating stories about great journeys in history. http://www.louisvuittonjourneys.com/#/en_US
  • 32. Use history to build brand mythology Jack Daniels There’s a sense of mystery around the life of Jack Daniel, and this aura is elevated in the way the brand communicates: i.e. – the #7 on the bottle, the distilling process, Daniels’ first foray into bourbon, and even his death. http://www.jackdaniels.com/TheDistillery/Default.aspx? st=cavespringwater
  • 33. 7. Encourage the spirit of competition • Leverage the commaradarie of sport and the excitement and engagement that competition generates. This can be effective because luxury consumers tend to be overacheivers with a highly developed competitive spirit. • Contests can tie in with real world events or even real products to add gravitas.
  • 34. Emphasize collaboration through sport Damiani Yacht Racing Damiani organized a team made up of both professionals and amatuers to compete in a ragata in the Mediterranean. The mixture of professional and amateur participants maintained a collaborative spirit with the excitement of the competition. http://www.damiani.com/index.php?lng=eng
  • 35. Engage fans with product customization and design Design a Coach Tote Coach created a contest allowing participants to design, share, and rate Coach bag designs. The winning tote sold as a limited edition item. This contest was successful because it engaged a committed fan base by allowing them to participate in the creation of the product itself, within the parameters defined by the brand. http://www.brickfish.com/fashion/Coach?tab=overview
  • 36. Encourage fans to enlist their social networks Lexus DriveHS Lexus sponsored a contest where the prize was a one-year lease for their latest hybrid model. They asked fans to post a profile and statement about why they should win. The contest gained a lot of buzz, and the winner used many social media networking techniques to gain votes. http://www.drivehs.com/
  • 37. 8. Talk to younger luxury consumers • Luxury brands need to have a strategy for reaching the next generation of luxury consumers. Although young people may not be potential customers now, over time they will accumulate the resources required to become luxury customers. • Luxury brands need to have two approaches to their youth marketing strategy online: first, they should be listening and engaging with younger people in order to understand the market; and secondly, they should be outputting awareness marketing materials that are relevant to the youth market.
  • 38. Create a forum for listening to young consumers Mercedes Benz’s Generation Benz Mercedes created a branded social network available only to Gen Y consumers that allows Mercedes to interact with younger consumers and to solicit feedback on vehicle design decisions.  http://www.generationbenz.com/
  • 39. Creating a forward facing product line Burberry’s Facebook Page Burberry created “Burberry Prorsum”, a forward-facing fashion line aimed at a younger audience. The spokesmodel, Emma Watson, is 19-years-old, and is known for her work in the Harry Potter movies. Burberry has publicized this brand on its Facebook page, a location that can be assumed to have a younger audience than other locations. They highlight the new fashion line with behind the scenes videos, photos, and other exclusive information. http://www.facebook.com/burberry
  • 40. 9. Offer incomparable service • Because time is always valuable, luxury consumers are willing to spend money for service that goes above and beyond. • Digital can be a perfect channel for bolstering customer service for two reasons: first, it is more efficient than real-world experiences and services, and secondly, the time-starved affluent consumer increasingly looks for customer service and other touchpoints online. • In addition to customer service, software tools can provide services related to luxury goods that cannot be duplicated in traditional channels.
  • 41. In-person customer service, online Astley Clarke Astley Clarke is a web site that sells high-end, exclusive jewelry. To address the challenges of selling high-ticket items online, they offer an extensive personal shopper program that provides immediate assistance to their customers. Additionally, customers have access to free returns, same day deliveries, and bespoke services. http://www.astleyclark.com/
  • 42. Provide a service that can’t be replicated offline Covet Covet is a virtual personal shopper that analyzes the user’s style based on a series of quick questions. Based on the results, it provides style recommendations and shopping deals. This service uses the advantages of web interactivity and data analysis to provide a highly personalized service that can’t be duplicated in other channels. http://www.covet.com/
  • 43. 10. Use digital to convey exclusivity • In addition to the role of digital communications in driving accessibility and awareness, some luxury brands are beginning to offer selective online content, services, and communities to the brand’s customers. • Closed communities and selective content can drive the brand’s sense of exclusivity. ACCESSIBLE EXCLUSIVE TV Print In-store Events Digital VIP service
  • 44. Create a members-only tool and library Lexus Drivers Lexus has an exclusive online community that allows Lexus owners to manage information about their car. Additionally, the Lexus Magazine provides lifestyle content available only to Lexus owners. http://drivers.lexus.com/
  • 45. Provide valuable content to customers only Lamborghini Magazine Lamborghini has an online magazine that can only be accessed through a relationship with a Lamborghini dealer. http://www.lamborghini.com/magazine/index_eng.html
  • 46. Summary 1. Communicate the dream of the luxury brand 2. Digital as a piece of the larger puzzle 3. Tell a great story 4. Be a cultural tastemaker 5. Provide a trusted guide to lifestyle enhancement 6. Use history as a way to push forward 7. Encourage the spirit of competition 8. Talk to younger luxury consumers 9. Offer incomparable service 10. Use digital to convey exclusivity
  • 47. Thank you Questions or comments? Get in touch. Marci Ikeler Phil Jackson Twitter: @marciikeler Twitter: @philaugustaj Email: marci.ikeler@publicis-usa.com Email: phillip.jackson@publicis-usa.com Web: http://marciikeler.com/ Web: http://TheWorkmanMixtape.com

Notas del editor