Luxury brands are relative newcomers to social media. Ten years ago, some brands believed that these new platforms were a mass phenomenon that did not concern their target audience. This stereotype is no more. Today, 75% of luxury shoppers use social media, according to a 2014 study by the Blackstone Digital Agency. All the major players of the luxury goods industry are now present on social, trying to find new ways to engage with their fans and customers to build up brand perception. Our latest report used Talkwalker’s social listening platform to analyze how ten giants of the luxury industry, from Dior and Chanel to Tesla and Ferrari, are using Twitter, Facebook and Instagram to see what worked and what didn’t work.

1. Ten Luxury Brands Go Head to Head
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2. Luxury brands can no longer stay away from social media. In recent years, the Internet has
come to play a growing role in the decision-making process of luxury shoppers, with 44% of all
luxury sales being influenced by internet research or social media buzz (Mc Kinsey 2014).
As a result, all major players from the luxury industry have started posting on the main social
media platforms, from Twitter to Instagram. Despite their recent involvement, luxury brands
attract many more fans than many regular consumer brands, with giants such as Louis Vuitton
amassing over 18 million followers on Facebook alone.
In this case study, we analyzed the social activity of 10 giants of the luxury goods industry in a
head to head format based on three main social media platforms - Twitter, Facebook &
Instagram - to determine which luxury brands have gotten off to the best start in 2016
(Jan. 1 – Feb.15). The match-ups are as follow: Dior vs Chanel, Louis Vuitton vs Coach, Ferrari
vs Tesla, Hublot vs Tag Heuer and Cartier vs Tiffany. Here are a few teasers of our findings.
“ The luxury goods industry is shifting focus from which markets drive growth to
which channels drive growth. Brands are waking up to a stark reality: the equity that took
decades (if not centuries) to build does not transfer proportionately online.” L2’s 2015
Fashion Digital Report

3. Chanel scored high in terms of
engagement on both Twitter
and Facebook thanks to great
video content from its January
Haute Couture Show

4. Dior gained over 1.7 million followers
on Instagram in under three months,
thanks to its efficient influencer
marketing

5. Louis Vuitton generated six
times more engagement than
Coach on Twitter within the
same time period

6. Ferrari has managed to attract a very
international audience on Twitter,
with considerable reach on all
continents except Latin America

7. What works best for Tesla on
both Facebook and Twitter
are video posts highlighting
the innovative features of
Tesla cars

8. The most engaging posts for both
Tag Heuer and Hublot could be
classified in two categories:
- Picture of products
- Posts related to sponsored
events, especially in the sports
industry

9. Almost 75% of all of Cartier’s
overall engagement on Facebook
was generated in one day by its
#AmuletteDeCartier campaign

10. Luxury Wars
On Social Media
Ten Luxury Brands Go Head to Head
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11. Image credits
Cover picture: CC/Flickr/superidoijp
Chanel: CC/Flickr/Paulo Valdivieso
Ferrari: CC/Flickr/Moto “Club4AG” Miwa
Louis Vuitton: CC/Flickr/nwhitford
Dior: CC/Flickr/Nikos Koutoulas
Hublot: CC/Flickr/Attila Mexico
Cartier: CC/Flickr/Ding Yuin Shan