L'Odyssée de Cartier shows big budget creatives have the power to drive significant consumer engagement
by Andy Pilkington on 13th March 2012
Cartier show that big budget and large scale creatives have the power to drive significant consumer interest, successfully using the creative to highlight their rich history and solidify their “expert” brand positioning.
Tiffany’s use of varied posts helps reinforce its image as “World’s Premier Jeweller”
by Tom Hannah on 5th March 2012
Tiffany & Co. successfully project a high-end luxury image, by using a variety of Facebook posts which highlight the elegance, tradition and quality of their jewellery.
Escada boost brand heritage by re-launching 90s perfumes on Facebook
by Leonie Bulman on 8th February 2012
Escada show that social media can be used to re-launch past flagship products before a new audience, helping to build brand awareness and strengthen values of heritage.
Burberry drives buzz around its AW12 Menswear collection through ‘Tweetwalk’ campaign
by Rachel Ditchburn on 19th January 2012
Burberry repeats the success of its first Tweetwalk, driving product and brand discussion around its AW12 Menswear collection and demonstrating to other luxury brands how to maximise publicity through an innovative social media approach.
Estée Lauder show how combining philanthropy with products can build positivity
by Andy Pilkington on 18th October 2011
Estée Lauder demonstrates that linking a particular product range with a charitable cause is not just good for the charity, it can help build positive engagement around the product range as well.
Burberry successfully enhances excitement and exclusivity surrounding its SS12 collection using innovative 'Tweetwalk'
by Rachel Ditchburn on 21st September 2011
Burberry's London Fashion Week 'Tweetwalk' campaign shows that providing social media fans with exclusive information on luxury products makes them feel part of the 'elite' and enhances, rather than compromises, the brand's overall sense of exclusivity.
Launch of Nike ‘Back to the Future’ shoe is a futuristic failure as frustrated footwear fans feel forgotten
by Lawrie Doran on 13th September 2011
Nike's "impossibly expensive" MAG sneakers show the problems inherent in launching an exclusive, luxury product through social media, if the brand is not itself a luxury brand. Although driven to release the MAGs by popular demand, Nike's failure to make the shoe available to the majority of its fans leads to a social media backlash
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.
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