Verbatim social media monitoring: Analysing sources of discussion
by Leonie Bulman on 11th August 2011
Through a new monitoring service called Verbatim, WaveMetrix show how Louis Vuitton’s decision to make Angelina Jolie the new face of the brand met harsh criticism from consumers. However, Verbatim reveals that the unfavourable comments are concentrated on female forums and news sites, rather than the brand’s Facebook page.
Hermes uses shock tactics to kick start Facebook engagement
by Leonie Bulman on 12th July 2011
Hermes break their usual traditional interaction with Facebook fans by posting photos of nude paintings. Compared to other post types, these receive a much higher number of likes and comments, suggesting that shock therapy can be an effective way to promote engagement.
Luxury brands in the digital space: making social media work for you
by Leonie Bulman on 24th March 2011
WaveMetrix have released a concise guide for luxury brands to understand best practices in social media. Based on case studies around brands such as Louis Vuitton, Burberry and Dior, the guide investigates three strategies which can help luxury brands overcome the challenges they face – associating with elite culture, penetrating emerging markets and preserving their luxury retail experience online.
Louis Vuitton wins over Chinese consumers by resonating with their cultural background
by Leonie Bulman on 2nd March 2011
Louis Vuitton’s use of a popular Chinese social network, SINA, demonstrates how a premium brand can encourage positive engagement from Chinese consumers online. Louis Vuitton’s strategy of posting about charitable campaigns and fashion news generates a highly favourable response compared to posts about Louis Vuitton's products. Louis Vuitton has also succeeded in increasing love for their brand among Chinese users.
Louis Vuitton successfully re-creates a luxury shopping experience via Facebook
by Leonie Bulman on 24th February 2011
Louis Vuitton's use of personalised e-commerce shows marketers how luxury brands can preserve their exclusive shopping experience and aspirational brand image online. Louis Vuitton is able to offer its traditional personalised service to its community of Facebook users via its Mon Monogram app. Users discuss purchase to a much greater extent than for other post topics, suggesting the app can act as a call to action whilst maintaining Louis Vuitton’s luxurious brand image.
Louis Vuitton combines exclusivity with social media mass appeal
by Matt Harrison on 6th September 2010
Analysis of the Louis Vuitton Facebook strategy shows how a luxury brand can attract a mass social media fan base without compromising its exclusive image. The brand manages to attract consumers who aspire to a premium lifestyle by associating itself with elite culture and exclusive travel destinations.
Sign up for a weekly round-up of Wave:
Top stories
1
2
3
4
5
