Louis Vuitton uses social to play on personalisation with cut-out dolls

Louis Vuitton uses social to play on personalisation with cut-out dolls

The interactive nature of Louis Vuitton’s collaboration project with Kerrie Hess successfully generates engagement on Facebook. However, Vuitton could have driven more engagement about the partnership itself by promoting Kerrie Hess' profile as a fashion illustrator.

In their recent interactive campaign to promote their new 2013 Cruise collection, Louis Vuitton have collaborated with independent fashion illustrator Kerrie Hess to create cut-out dolls with a wardrobe inspired by the new collection and a selection of pieces from their classic Ready-to-Wear items. Louis Vuitton encouraged their fans on Facebook to mix and match their own looks using the paper dolls, and share their own creations on Twitter, Instagram and Pinterest using #LVMixMatch. The luxury brand promises to share their favourite creations on their Facebook page.
 
Our analysis of Louis Vuitton’s Facebook stats shows that the posts about the #LVMixMatch campaign receive a third more likes than the average for other Facebook posts, as fans are keen to get involved in the campaign and show their designs. However, unlike brands like UGG and H&M who have teamed up with fashion experts to their advantage, Louis Vuitton’s collaboration with Kerrie Hess is mentioned in only 2% of comments about the campaign. This suggests that brands could benefit from promoting the profile of the personalities they partner with, such as Kerrie Hess’ illustrations for Vogue or Tatler.
 
Posts about #LVMixMatch received a third more likes than other Facebook posts by Louis Vuitton:
 
 
  • The campaign receives more traction from fans: Posts about #LVMixMatch have generated 14k more likes than other Facebook posts by Louis Vuitton, suggesting that campaigns with an interactive nature drive more engagement amongst fans
Only 2% of comments on posts about #LVMixMatch mention Kerrie Hess:
 
 
 
  • Few mention Kerrie Hess in their comments about the campaign: This suggests that the campaign could have generated further engagement with stronger promotion of Kerrie Hess' credentials as a high-profile fashion illustrator

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