Luxury brands are increasingly relying on social media to reach affluent consumers via product pushes, campaigns and contests. However, some marketers are just on another level.The most successful luxury brands use all types of social media including Twitter, Facebook, blogs and YouTube to ensure that every consumer is successfully reached.
Leading Luxury daily recently announced the top 10 most successful luxury brands using all types of social media including Facebook, Twitter, You Tube and Blogs to tap the online addicted consumers of today through their campaigns and contests, viz;
1. Bergdorf Goodman: For some time the brand has been offering step by step makeup and fashion tutorials on its Twitter account. It takes suggestions, answers questions and always offers its best style tips of the day.
2. Breitling: The Swiss watchmaker launched a facebook contest earlier this year where brand lured the flying enthusiasts to win flying lessons with the brand’s flying team. The winner was chosen by Breitling’s ambassador, John Travolta.
3. Bulgari: Bulgari both broke into Facebook commerce and introduced the Enchanted Garden Facebook app, starring actress Kirsten Dunst and a real lion. The jeweler continued the push of its Mon Jasmin Noir fragrance with an interactive Facebook app that let the consumer “travel” to different parts of the enchanted garden.
4. Diane von Furstenberg: The label promoted customer interaction by encouraging feedback via Facebook and Twitter besides offering customers a chance to win a branded bag and $100 credit to the online retailer.
5. Dolce & Gabbana: It’s digital magazine, Swide and recently released editorial video with an upcoming artist Florrie, wearing the label and dancing to music from her new album took the fashion world by storm.
6. Ermenegildo Zegna: The brand’s “Are You In” Facebook campaign and interactive mobile app have taken the Italian fashion house to the next level.
7. Marc Jacobs: The designer bought advertising on NOWMANIFEST.com and held a photoshoot with blogger Elin Kling to celebrate 10 years of the Marc by Marc Jacobs line. It worked and the brand saw 94,000 impressions to its site just after one day as a result of traffic to Ms. Kling’s blog.
8. Michael Kors: In addition to engaging their Facebook fans by polling questions on daily life and Kors products, the brand allows them to shop new arrivals two hours before they’re released to the public.
9. Oscar de la Renta: Aside from sharing photos via Instagram and Twitter, starring the alluring and beautiful OscarPRGirl, Oscar de la Renta also experimented with Facebook the past few months. In April, the brand offered to its Facebook fans samples of its new fragrance, Esprit d’Oscar, which was its first fragrance in 10 years.
10. Prabal Gurung: The designer created a catchy music video that featured M.I.A.’s protégé, Baltimore rapper Rye Rye, sporting his debut Resort 2012 pieces . The brand also celebrated its exclusive partnership with online retailer Net-A-Porter by encouraging its younger fans to participate in its color-blocking contest via the designer’s blog.
