• Goal Tasked with performing a consumer social media comparative brand audit to understand how social media marketing was being used in the Luxury Goods market.

The audit's objective was to compare select aspirational Brands and to qualify the level of strategic use, execution and success each may be experiencing.

From the insights and intelligence gathered, it was Swarovski’s goal to deeper reflect on its own social media efforts as a step to review and refine internal strategies and tactics to realize enhanced community engagements with greater online consumer resonance and brand influence.

COMPARATIVE BRAND AUDIT

CASE STUDY

• Solution The process and methodology was custom designed using a 17-step analytical model to meet the project parameters. Seven Luxury brands were selected to be included in the audit (Louis Vuitton, Coach, Thomas Sabo, Tiffany & Co., Cartier, H&M, Pandora).

Each Brand was studied over a 90-day period sampling more than 1.5 million data points across all global geographies.

Analysis included: Brand objectives, strategies, overall

performance, brand resonance Execution strengths and weaknesses, best

practice benchmarks, social missteps Content marketing, customer experiences and

sentiments, calls to action Online and offline linking integration,

localization Campaign use, innovation and success User engagements

COMPARATIVE BRAND AUDIT

CASE STUDY

• Results The study produced a comprehensive review for each selected Brand and provided detailed brand and consumer insights on social media use and execution.

Swarovski was able to use the insights to implement a number of quick refinements in its own social media programs with added benefit for planning longer-term strategic changes.

Short-term adjustments made included: Adopted a number of peer best practices

including a more focused effort with building community engagements on local levels

A revised and expanded content marketing strategy by implementing more targeted campaigns using brand ambassadors

Developed tighter integration across all social media channels with cross promotion tie-ins

Initiated a blogger influencer marketing program

Expanded social media execution KPIs for monitoring business impact relevance

COMPARATIVE BRAND AUDIT

CASE STUDY