Leonie Bulman's recent articles
Burberry, Vuitton and Chanel can learn from fan-built Facebook pages in emerging markets
Monitoring fan-built communities can help brands identify up-and-coming markets and understand consumer perception of the brand in these countries.
Fan-made communities are more actively engaged:
- Local, fan-made communities tend to be more engaged: Whilst they are mostly much smaller communities than the official global brand ones, they are often much more actively involved. This is partly due to the content being more accessible and in their local language
New collections and campaigns make up a low proportion of content on Louis Vuitton's fan-made page:
- 57% of content comes from fans sharing pictures of bags and purses they've bought: Whilst this gives Louis Vuitton insight into what consumers are talking about in relation to the brand, it also highlights the fact that new collections and campaigns make up a low proportion of content, and that there is an opportunity for Louis Vuitton to create an official space where they can steer the conversation