Looking to partner with industry-leading brands? Plus-Size Influencers You Can Work With Today. All rights reserved. If you need help curating a luxury marketing content funnel strategy that grabs the attention of the worlds richest audiences, then contact our team of luxury digital marketing experts. This approach is data-driven, utilizing consumer data, analytics, artificial intelligence (AI) and automation to create bespoke client interactions. Identify. We bring you 9 content marketing examples by luxury brands that use their unique storytelling techniques to create riveting stories. As a luxury branding and website agency, we specialise in enhancing a brands market appeal by creating iconic branding, stunning luxury websites, and high-quality luxury focussed content. Website localization explained in 5 minutes. You need to dial-in your target audience. We use cookies to learn how you interact with our content, and show you relevant content and ads based on your browsing history. Luxury content writing should weave a fabric of fabulousness, should transport a consumer directly to another world and shouldn't patronize with the hard sell. The style and quality should be consistent, but different. Dont drop the ball before the sale is complete; or even after its done. Digital marketers must understand the nuances of the metaverse and utilize it to its full potential. London W1J 8LQ. Finally, luxury products have to be exclusive. Burberryslatest digital venture isthefashionchatbot they launched at the London Fashion Week last month. Some of your target audience is even more engaged on social media than others. Those are the leads you want as customers. Luxury brands have been increasing investment in creating compelling content that communicates brand value and stories on social media. Imagery and visual content have to be unique and of high quality to encourage an audience to engage with the content rather than simply consume it: Rich media (videos, live streams, podcasts, Instagram stories). We bring you 9 content marketing examples by luxury brands that use their unique storytelling techniques to create riveting stories. Dont drop the ball before the sale is complete; or even after its done. The verbal and visual content you put out into the digital world shapes the tone of your company and therefore, should be emotive, personal, and engaging. With sounds that make you feel like you are in the heart of a thriving jungle and visuals that cajole you to reach out and touch the smooth fabric, it is a visceral delight to say the least. They are quick to adopt newer platforms and find their audience in the places that they frequent. All Rights Reserved. Please be advised that online applications will be offline from 17:00 on Friday 21 April to 09:00 on Monday 24 April . Listen to article Paid Media - effective paid strategies with clear ROI. Need an example of on-target marketing by a luxury brand? What is luxury content marketing? The same is true of some social media posts. Check out this post on popular digital marketing campaigns by top luxury brands. Immersive rich content (3D imagery, Augmented Reality, Virtual Reality). One disappointing experiencewith sales or customer servicecan be enough to lose a customer for life. Everybody knows Gucci, Chanel, Prada, Tiffany or Louis Vuitton. Is reviewing local restaurants a hobby? When talking to influencers for brand collaborations, it's essential to approach them correctly. Here's the secret - ad copy matters! Agency co-founder Jeff Victor: "Sustainability is the most significant business opportunity in luxury." #phoenix #scottsdale First name. Brand loyalty at the luxury level often means referrals, upgrades, and repeat businesseven decades later. These include email marketing, social media marketing and digital marketing. This content is produced by The Drum Network, a paid-for membership club for CEOs and their agencies who want to share their expertise and grow their business. Need an example of laser-focused features marketing? 06 CRM & LOYALTY. To position your brand, drive more sales, and showcase new products, luxury retailers must engage in content marketing. You can implement value into your content in many ways, so always keep it at the forefront. If you've been tasked with marketing a luxury item, service, or experience, consider these steps to help ensure you're reaching your target audience, crafting compelling content, and providing the exceptional customer journey that luxury consumers have come to expect from high-end brands. Hyper-personalization goes deeper than just calling a customer by their name; it delves into ones individual preferences, needs and desires. Find outwhich solutionis right for you. Beyond simply looking at income and spending habits, buyers of high-end items may have different values, goals, and personality dimensions than middle-income consumers. The interest stage is the opportunity for luxury brands to address the consumer question, Is this product right for me? Blogs, whitepapers, articles, webinars, and walkarounds posted on a brands website or across their social media platforms are all effective ways to answer this question. Though Chanel was late to join the digital brouhaha in comparison with other luxury brands, its one of the few brands that has made the most progress in the recent past. The exclusivity of an opal necklace? Luxury marketing isn't about selling a product, it's about gifting a dream, shaking the senses to life and finding a way in which words paint a picture and inspire your audience. Whats the rest of 2023 looking like for marketers of luxury consumer goods and services? The metaverse enables luxury brands to achieve double digital growth without seeing double growth in consumption. Each piece of content manages to subtly tie the philosophy of adventure to the empirical practicality of the product. Learn more about our Managed Services offerings, Learn more about our Many major brands have blazed trails with their content marketing, among them Louis Vuitton, Barneys, and Burberry. These people may already treat themselves to other luxury products regularly, so theyre more willing to spend on these goods, perhaps even buying yours. If so, becoming a food influencer might be in your future. Using the ESG+ model, luxury brands must make a conscious effort toward sustainability and innovation. For The Drums Content Marketing Deep Dive, Ella Neale of luxury-led agency Relevance covers five content marketing trends for 2023, and how to embrace them. Luxury brands tend to craft messaging around social standing, a strategy that plays off ideals of Ive reached the pinnacle of my career, or Ive managed my money well, or simply Ive earned the wealth to treat myself.. For instance, when a lead subscribes to your newsletter, opens your emails, visits your blog, or follows you on social media, they earn points for a better overall score. If youve been tasked with marketing a luxury item, service, or experience, consider these steps to help ensure youre reaching your target audience, crafting compelling content, and providing the exceptional customer journey that luxury consumers have come to expect from high-end brands. This extends to their content as well. Our Services. The website is a delight to browse through as every click brings you closer to each creation and leads to a seamless purchase experience. Burberry took a digital imprint of your mouth in the color of lipstick you chose. All things content @epictions. Some of the most "pinned" brands on Pinterest are high fashion luxury brands such as Chanel. If Chanel is all about snooty exclusivity, Burberry believes in just the opposite. With these statistics on the rise, Pinterest is the . With more than twenty years of combined experience in luxury consumer goods marketing, The Brains understand how to best convey the unique appeal of your offering to your ideal customer base, and to convert them into loyal, repeat customers. T. exposes users to the world of Diors crafts. Targeted primarily at Millennials, the campaign urged Burberry users to send kisses to loved ones across the globe using the Burberry app. Todays consumers are bombarded with marketing messages from multiple channels to the point where they tune them out. Emotional engagement is of the utmost importance not only for the content itself, but also with every call, email, comment, or in-person meeting with your customer or their representatives. This extends to their content as well. World of Rolexs Science and Exploration page on the Rolex website appeals to this unique sense of adventure. In it, well clearly define content marketing. The chapter on No.5 demystifies the most famous fragrance of all time, Coco gives viewers a glimpse into Mademoiselles world and chapters like The Lion or The Jacket reveal secrets behind quintessential Chanel staples. Your content marketing strategy should also explore how to use resources more wisely. Call +44 (0) 20 7426 1010. Well-tailored ads, campaign concepts, photos and videos work well across paid media, organic social media, and traditional offline PR methods. With a number of impressive social campaigns to boast of as well, Chanel is well on its way to becoming one of the top luxury brands with a strong digital focus. ILN (Illustrated London News) is a content marketing and digital agency offering publishing and digital marketing services, with expertise in the luxury, travel and heritage sectors, We are a content marketing and digital agency offering publishing and digital marketing services, with expertise in the luxury, travel and heritage sectors, We help our clients tell their stories in a compelling, inspirational way across multiple channels and platforms, We capture attention, grow and nurture audiences, increase engagement and interaction, and boost sales, Our combination of content heritage and digital experience helps our clients to connect and engage with new audiences. Heres another interesting luxury content marketing example from the fashion brand Burberry. Luxury brands dont just have high expectations to meet in terms of their product or service but also of a lifetime of exceptional customer service. Instead, your content should be appealing, informative, andalmost above all elsevaluable. To do this, brands must choose their words carefully, becoming aware of how pronouns, pop culture references and idioms may impact readers. To millennials, gen Z and alphas, the environment is not just a cause; it is their future. Managed Services offerings, 2023 IZEA. Cutting-edge technology is one of the things that will help you in this way. If you owned a Burberry trench coat and you photographed yourself wearing it (or someone else photographed you), you could have ended up on the Art of the Trench page. Marketers of elite brands arent building a sale; theyre building a legacy that future generations of buyers will continue to respect and covet. If you want to make your customers feel "special" with your products, you have to create a compelling story and the proper context for your brand. Will your brand be promoting the exceptional craftsmanship of a mens suit? captures their Flora and Fauna collection. Tiffany & Co. is a brand that has successfully managed to monopolize the idea of romance. Try to mirror your target audience members aspirations back to them through content to elevate your marketing efforts. This is the ideal stage to convey your brands ethos and values; for example, showing that your brand cares about the same things as your target audience. Generation Xers are mostly outside of the luxury brand target market, but not all. Check Four Seasons Resort Tamarindos campaign with GayTravelCurator on Instagram. 2. If youve yet to implement content marketing into your campaigns, then youre not going to want to miss this article. It can be written content, as its been traditionally, as well as videos, images, email newsletters, digital magazines, and even social media posts. This digital publication lets you stay abreast of the latest events and news coming down the pike for the fashion house. Experts in storytelling and a leader in content-driven marketing, our purpose is to create meaningful connections between premium brands and high-net-worth audiences across a range of luxury industry sectors. Heres how the social platform usage breaks down among these two audience groups: This is good news for luxury brands, as YouTube, Instagram, and Snapchat are three of the most visually driven social media platforms out there. Explore the world of Hermes on their blog that showcases events, collections, videos and other content pieces under specific categories. Whether youre marketing a high-end hotel, a designer watch, or a fine dining experience, your brand wont focus on savings. Beneath that is their featured video. that broadcasts happenings from the world of Louis Vuitton. As a modern luxury brand, you understand how stiff the competition is. The goal of this content is multifaceted. Meanwhile, Gucci introduced "Gucci Live" a bespoke video-shopping service that allows customers to communicate with a personal shopper remotely. The desire stage of the content funnel also covers the consideration phase. If youve encountered any. A brand will need to demonstrate this with content that showcases personalized moments, community stories, and customer collaborations. Still, you could use some ideas. The campaign was a pioneer in combiningtwo previously unconnected elements- ease of communication of the web with the universal relatability of a realkiss. Welcome to Luxury Marketing House. This involves detailed consumer profiling and an in depth of understanding of your ideal customer. As we said, the campaign seems to have ended around 2017, since thats when the last upload was posted. who connect with your audience and collaborate with them. After all, nothing says happily-ever-after like a perfect little Tiffany box. For example, Louis Vuitton decided to expand its legendary baggage collection with the "Louis Vuitton City Guide" an app that offers unique recommendations for discovering 32 locations worldwide. What is luxury content marketing? The magazine not all just text posts with images, either, but video campaigns introducing new fashion lines. Content marketing: Create and share high-quality, informative and relatable blog posts, white papers, infographics . Luxury brands are held to higher expectations, including but not limited to immediate responses to posted or submitted questions, real-time customer service with no holding, exclusivity, flawless packaging, and door-to-door delivery. The more consumers can relate to feel-good emotions produced by the content, the better connected theyll feel about your brand, and the more likely theyll buy. The awareness stage is an excellent opportunity for a brand to demonstrate what they stand for. In a digital world where brands are brainstorming how to further simplify navigation and create more spellbinding imagery, Patek Philippes understated website stands out in defiance. Luxury resorts have built-in multi-generational ownership. Copyright 2017-2023 Storyblok GmbH All Rights Reserved, Storyblok Expands Ecosystem With 7 New Apps and Integration Updates, And the winners of the Partner Challenge are, GirlCode x Storyblok Coffee break: talking about imposter syndrome. A stellar example in this regard was the Burberry kisses campaign that they launched in collaboration with Google. Get email updates for new Social Media Marketing Specialist jobs in London, England, United Kingdom. To implement this content marketing trend, consider incorporating re-commerce into your business model. Without a comprehensive strategy, your campaign is incomplete. It showcases expeditions to unexplored depths of the ocean and to the highest mountain ranges. When you make a video and post it, thats content marketing. This course aims to provide an opportunity for graduates to study luxury marketing within a global context whilst also being aware of the wider responsibilities of businesses including responsible leadership. How Luxury Brands Are Using Content Marketing, Examples of Luxury Brand Content Marketing, Online Reputation Repair 9 Ways to Fix a Ruined Reputation, Real Estate Ads 10 Examples of High-Impact Advertising. With content that perfectly embodies all these virtues, they cater to an audience characterised by cavernous ambition. In fact, according to statistics released by Pinterest in 2018, 57% of US millennial's use Pinterest, and more than a quarter of the users on the platforms have a household income of $150 000 plus. The more consumers can relate to feel-good emotions produced by the content, the better connected theyll feel about your brand, and the more likely theyll buy. , who reflected on his journey into the deepest part of the ocean. You want to get the word out about your luxury brand and its products. The website makes you realise that content has been part of their story sinceforever. Each year, content marketing trends continue to change and evolve. Yet research on understanding the mechanisms of luxury content marketing in brand building is still scarce. Now, as we know, online research matters a lot, and the goal is to make it as effective as possible. Chanel website is all about storytelling. In order to carefully toe the line between maintaining sophistication and reaching their audience, luxury brands need to: Are there other luxury brands that have created stellar content marketing examples and deserve a mention on this list? What are the rules to persuade and evangelize the most refined audience and create amenities in content? Whats the rest of 2023 looking like for marketers of luxury consumer goods and services? Tiffanys tumblr page manages to capture the essence of the brand in its entirety. Content is at the heart of everything we do. But black and white videos showcasing delicate nuances of father-son camaraderie after a cricket match or the reverential admiration between a mother and a daughter, show that Philippe is all about honoring rich tradition. You also want to draw in new customers, retain your current audience, and increase sales. If your luxury brand is new, it is a way to introduce your brand and build awareness of what you have to offer. Course content. Gabrielle Coco Chanel started her first store at 21, Rue Cambon in Paris in 1910. When marketing a luxury B2C brand, agencies focus on high quality visuals, bespoke copy and content that entices and excites the potential customer. The ubiquity of the internet has made it easy for luxury brands to reach a new class of customers. The Manifest notes that 79 percent of millennials and 77 percent of Generation Z are on social media more than once each day. Produce bespoke luxury books intended as sales tools. Are there other luxury brands that have created stellar content marketing examples and deserve a mention on this list? Desire stage content works well in-store and on a brands website as testimonials and visualizers, including augmented reality and visual reality. For example, you can use pictures from the same photoshoot, but the shots themselves are not the same. The feelings derived from luxury content are often driven by the symbolism the messaging creates. The pre-awareness content funnel stage creates an emotional alignment between the UHNWI and a luxury brand. Since then, brand Chanel has been associated with class and sophistication. When, wanted to promote its Oyster Perpetual Deepsea Challenge watch built for ultimate diving, it enlisted the endorsement of. Refined capability to meet the commercial needs of modern luxury brands. The luxury traveler wants. Its allure is other-worldly and is more metaphysical than actual. Is reviewing local restaurants a hobby? Frances Martin-Issacs, creative director at Relevance, shares tips on how to make standout . Luxury marketing within a global context. Strategy and execution from the company that launched the industry. As perresearch by management consultant Bain & Company, aided by global currency fluctuations and continued purchases by borderless consumers, the personal luxury goods marketthe core of the core of luxury ballooned to more than 250 billion in 2015.. Need an example of laser-focused features marketing? Previously, their website focussed a lot on content but failed to connect it to any real outcome. The website exposes users to the world of Diors crafts. Through this article, you now have some ideas and pointers on how to get started with your own luxury content marketing campaign. 8% of all the luxury brand sales are made online which is around 20 billion, plus around 80% of luxury purchases made in-store are influenced by digital promotions. From there, scoring your leads based on their behavior acts as a good indicator of those you might want to focus on. When developing content that evokes emotion, keep storytelling top of mind. Like with many other forms of marketing, a luxury content marketing campaign begins with audience segmentation. Right from watch making to haute couture, each piece of content bears witness to their commitment to perfection and understated elegance. While content marketing is still about the written word, your content doesnt exclusively have to be email newsletters or blog posts. However, some brands manage to communicate a feeling of exclusivity but also extend a pragmatic relatability in the minds of their audience. They also prefer seamless, interactive experiences, something else to keep in mind. Without this, consumers will reject brands that waste carelessly. It immerses you into the world of watchmaking, breaking down theprocess into what it entails. The Facebook Messenger basedchatbot lets the company sell their latest collection as soon as it hits the runway. With sounds that make you feel like you are in the heart of a thriving jungle and visuals that cajole you to reach out and touch the smooth fabric, it is a visceral delight to say the least. Every touch point of the luxury consumers journey must make them feel special and nurtured. LMH is a luxury brand agency specialising in content-driven marketing. One of the differences between Gen Z and Millennials is that they start buying luxury items approximately 3-5 years earlier than Millennials did (at the age of 15 compared to 18-20). High-quality ads and social media content. In fact, according to Epsilon, 80% of consumers are more likely to buy from a brand that provides a personalized experience. The product pages on the brand's website and marketplaces should include such data: Technical info (material, color, size, product care instructions). After all, if you thought it was only about written content, then youre missing half the equation. You need to dial-in your target audience. For a prime example, see how champagne giant Dom Perignon revealed its Vintage 2004 Plenitude 2 through a journey of elevation with a bespoke rooftop performance by Prima Ballerina, Dorothee Gilbert. Content marketing is the creation and publishing of content that educates, inspires, and drives value. How do we deliver a cohesive brand voice that expresses our excellence? Meanwhile, one of the main benefits for premium brands is that they can build a genuinely omnichannel experience by syncing as many front-ends as necessary. Premium brands should convey that they understand their customers' needs and care about their relationships with them. When a luxury brand executes on its SEO strategy successfully, quality online leads who are looking for the goods or services the brand provides will find their way to the brand's website.