luxury wars on social media - ten top luxury brands go head to head
TRANSCRIPT
Luxury brands can no longer stay away from social media. In recent years, the Internet has
come to play a growing role in the decision-making process of luxury shoppers, with 44% of all
luxury sales being influenced by internet research or social media buzz (Mc Kinsey 2014).
As a result, all major players from the luxury industry have started posting on the main social
media platforms, from Twitter to Instagram. Despite their recent involvement, luxury brands
attract many more fans than many regular consumer brands, with giants such as Louis Vuitton
amassing over 18 million followers on Facebook alone.
In this case study, we analyzed the social activity of 10 giants of the luxury goods industry in a
head to head format based on three main social media platforms - Twitter, Facebook &
Instagram - to determine which luxury brands have gotten off to the best start in 2016
(Jan. 1 – Feb.15). The match-ups are as follow: Dior vs Chanel, Louis Vuitton vs Coach, Ferrari
vs Tesla, Hublot vs Tag Heuer and Cartier vs Tiffany. Here are a few teasers of our findings.
“ The luxury goods industry is shifting focus from which markets drive growth to
which channels drive growth. Brands are waking up to a stark reality: the equity that took
decades (if not centuries) to build does not transfer proportionately online.” L2’s 2015
Fashion Digital Report
Chanel scored high in terms ofengagement on both Twitterand Facebook thanks to greatvideo content from its JanuaryHaute Couture Show
Dior gained over 1.7 million followerson Instagram in under three months,thanks to its efficient influencermarketing
Ferrari has managed to attract a veryinternational audience on Twitter,with considerable reach on allcontinents except Latin America
What works best for Tesla onboth Facebook and Twitterare video posts highlightingthe innovative features ofTesla cars
The most engaging posts for bothTag Heuer and Hublot could beclassified in two categories:- Picture of products- Posts related to sponsored
events, especially in the sportsindustry
Almost 75% of all of Cartier’soverall engagement on Facebookwas generated in one day by its#AmuletteDeCartier campaign
Luxury WarsOn Social Media
Ten Luxury Brands Go Head to Head
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Image credits
Cover picture: CC/Flickr/superidoijp
Chanel: CC/Flickr/Paulo Valdivieso
Ferrari: CC/Flickr/Moto “Club4AG” Miwa
Louis Vuitton: CC/Flickr/nwhitford
Dior: CC/Flickr/Nikos Koutoulas
Hublot: CC/Flickr/Attila Mexico
Cartier: CC/Flickr/Ding Yuin Shan