Five years ago, the luxury industry was reluctant to be social. However, in recent years, big luxury brands have been shifting their ad spend to digital channels and we are now seeing print trends like the ‘September Issue’ emerge across social video.

1. NEW VIDEO CODE OF CONDUCT IN LUXURY
MARKETING
March 2017

2. “The exclusive and crafted nature of luxury brands
meeting the open accessibility of online video was
always going to be a challenge. The most successful
luxury brands have embraced the opportunity by
allowing their followers to be truly immersed in their
unique stories, building authenticity and equity in this
redefined category.”
Chief Digital Officer, OMD EMEA
OMD EMEA and Tubular Labs partnered to release this study on the luxury industry and social video.
This study takes an in depth look at how luxury brands, specifically luxury watches, jewellery and
fashion, are bucking the trends of other industries and finding success with original, owned content
online.
INTRODUCING NEW VIDEO CODE OF CONDUCT IN LUXURY MARKETING
“With the growth of online video, brands are
increasingly leveraging video to create and distribute
content online. Results of the Luxury Industry and
Social Video Study confirm this with luxury brands
accumulating over 500 Million cross-platform views in
Q4 2016 alone. It’s commendable when leading
organisations like OMD recognise the importance of
this transformation and take action to provide their
clients with powerful actionable insights.”
VP of EMEA, Tubular LabsDenis
Crushell
Blake
Cuthbert

3. FROM ‘THE SEPTEMBER ISSUE’ TO
‘ALWAYS-ON VIDEO’
3
JUST LIKE HOW ‘SEPTEMBER ISSUES’
ARE FATTER, VIDEO UPLOADS ARE
HIGHER
Historically in both the luxury and fashion landscape,
Autumn/Winter season has always outperformed every other
season, from Spring/Summer (February to March) to haute
couture (July) and even more recently men's (January and June).
September has always been a competitive spending month for
luxury, with brands bidding their way into covetable slots within
‘the September Issue, potentially securing their presence at The
Met Ball and launching their biggest campaign of the year.
However, in recent years big luxury brands are shifting their ad
spend to digital channels.
September is also a highly anticipated month for the music
industry, with some of the most awaited albums being released.
Luxury brands and musicians have had longstanding
partnerships, but these relationships have developed on from
product features in music videos and performances at fashion
shows. Today collaborations are centred around unique content
partnerships, such as 2 Chainz x GQ Most Expensivest Shit. The
series has been so successful that they are in their third season,
with 62 videos generating over 16.1 million views.
IS JANUARY BECOMING THE NEW
SEPTEMBER ISSUE FOR MEN?
Men’s fashion week has also gained traction in the last five
years. We can see that January’s uploads extend even beyond
February, which features both Spring Summer collections and
Valentine’s Day, a traditional gifting occasion. Now, menswear is
outpacing womenswear. In the UK alone menswear sales are
forecasted to have an annual average sales growth of 14.2 per
cent from 2015 to 2020, according to Mintel.
2017 1893
3786
4109
3789
4599
6501
6177
8563
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
0
20
40
60
80
100
120
140
160
180
200
Millions
Fashion Week// Cross Profile Videos
Views Uploads
Feb-
14
Sep-
14
Jan-15
Feb-
15
Sep-
15
Feb-
16
Jan-14 Jan-16
Sep-
16
MENS 15 SS15 AW15 MENS 16 SS16 AW16 MENS 17 SS17 AW17
Includes Brand (Owned) and Earned Content
53 per cent more luxury fashion brands advertised online during
September 2015 than the same time the year before.
MediaRadar 2015
190,193,473
161,641,423
139,654,819
122,560,630
89,086,961
47,647,319
92,941,641
21,022,216
25,265,589

4. 4
Adverts and premium content currently deliver the lowest return in engagement compared to the volume
uploaded. While the more appealing content – Fashion Shows, Montages and Behind The Brand access – is
thriving by bringing the consumer into the luxury world.
Five years ago, the luxury industry was reluctant to be social. Their biggest concern was the potential
devaluation attributed to over-exposure that was commonplace in social. In more recent years, luxury has
dropped the mask and played with the unfiltered.
Most luxury brands now have an Instagram profile, Twitter account, Facebook page and YouTube channel. The
sector has started carving their own space in the social sphere, setting their own behaviour, managing consumer
expectations and showcasing their personality. Even the enigmatic, Azzedine Alaïa waived his no social media
ban in 2016, allowing Joe McKenna to capture him on film without saying a word.
0%
10%
20%
30%
40%
50%
Fashion Shows Advert Short Advert Montage Premium Film
Experience
Premiuim
Content
Behind The
Brand
Uploads vs. Engagements
Videos Engagement
Extract from Joe McKenna’s Azzedine Alaïa Documentary
GETTING THE BACKSTAGE PASS – UNEDITED &
UNFILTERED

5. 4%
20%
39%
28%
20%
4%
12%
10%
18%
14%
10%
20%
Premium Film
Experience
Premium Content
Advert
Short AdvertMontage
Behind The
Brand
Fashion Show
Engagement
Views
Videos
REAL CONTENT DRIVES
ENGAGEMENT, NOT PREENED
Luxury brands used PR girl personas as a way to
engage with consumers, maintaining allure and
conveying personality.
Now the creative directors are taking the lead,
opening up their world and sharing what’s
happening behind the scenes in real-time.
THE RISE OF THE NEW CELEBRITY BRAND AMBASSADOR

6. 6
TAG Heuer has struck the balance by humanising their influencers and still driving views and engagement with
unboxing content, which accounted for 72 per cent of the luxury watch content topics viewed in 2017.
MAURICE LACROIX USED PASSION TO CONVERT
As the official watch partner of the FC Barcelona football club, Maurice Lacroix’s
‘Unique Fans Watch’ campaign invited the team’s players to design their own
Maurice Lacroix Pontos S Extreme watches. Members of the public were also invited
to submit their own designs with a chance of winning their bespoke creation. FC
Barcelona and Maurice Lacroix have produced 20 videos together, generating more
than 9.8 million views and over 404,000 unique engagements or interactions.
Additionally, the campaign generated 41 per cent more visits to the partnership site
and increased Maurice Lacroix social media fan base by over 11,000 fans.
25 K
15 K 15 K 7 K 5 K
Unboxing Authenticity Tests Lifestyle Blogs Fashion Blogs Sports Watch Reviews
176K
DESIRE CONSIDERATOR
ASPIRE FUTURE BUYER
PASSION
ENTRIGED BY
LUXE
Top Secret Smartphone - Huawei
The Rolex Daytona Experience
Veuve Clicquot/Rooms FKA Twigs
SHOWCASEINTRODUCEDELIGHT
Utilise video formats
to bring the product
to life, showcasing
craft, and proving
the quality which no
imitation can
compare.
Utilise video formats to
introduce the brand to
your next generation of
consumers in a way
they are accustomed
too, with a caveat that
most won’t buy for next
10 years.
Use video to wow
luxury fans with
content that appeals
to their passions in
spaces they frequent
and cement your
luxury status.
THE COUTURE CONTENT SOLUTION –
DYNAMICALLY SERVED BY AGE, INTEREST &
BEHAVIOUR
SPORT SOCIAL VOCATOR
Extract from ‘Just unboxed my
new gift from TAG Heuer’
Cristiano Ronaldo 2016

7. 7
Whether it’s $45 makeup brushes or a $175,000 watch, consumers of all generations crave authenticity. They want
to feel that you are talking directly to them, with candid moments and exclusive news. The rapid adoption of
influencer strategies for categories from FMCG to luxury automobiles has made consumers more sceptical of the
true relationship between brands and influencers. As a result, only 16 luxury lifestyle influencers made The Sermo
Digital Influencer Index cut.
THE JEWELLER WITH
A KIOSK IN
MANHATTAN’S
DIAMOND DISTRICT
“I have 51 seconds to do what I do. It
takes one red-light rotation — I’m in
and out,” the 34-year-old said of the
wild photo shoots he regularly pulls off
right in the middle of the avenue. The
time and day of the week vary
depending on his schedule and the
availability of his celeb clients —such
as Usher, Wu-Tang Clan rapper
Raekwon and BMX biker Nigel
Sylvester — who often guest star in the
stunts, with revving traffic right behind
them. Yuna posts the pics on his buzzy
Instagram account, which has 210,000
followers.” - New York Post 2017
OBSERVATION: LUXURY LESSONS TO LEARN FROM MR FLAWLESS
 Authenticity & Status: Mr Flawless never gives away free jewellery; not even on loan.
Mr Flawless doesn’t chase celebrity friendships for exposure, the influencers he works with are based
on real existing or established relationships. As tempting as it is to seed products for visibility, brands
need to be selective. In an era of influencer fatigue, consumers are cynical of their relationships with
brands. This approach strengthens your luxury proposition.
 Originality: His ideas don’t rely on an influencer.
Mr Flawless started his photo shoots as a way to advertise his stock and distinguish himself from the
competition. The idea was centred around his brand, not celebrities. However, he still collaborates
with them creating a more authentic result. Brands need to have a strong enough presence to engage
their community without an influencer, working only with partners that truly fit with their vision.
 Mass Relevance: His concepts are influenced by pop culture and passion.
Despite the niche nature of his brand, Mr Flawless still produces content for the masses. He often
utilises popular themes, events and culture to create a universal understanding. Brands should
ensure they produce visual content that taps into consumer passions, creating brand relevance and
desire.
Extract from ‘6th Ave with Mr. Flawless’ 2016
THE NEW INFLUENCER AUTHORITY –
AUTHENTICITY & ORIGINALITY

8. The luxury watch category proves that video can be used to engage across demographics. As expected, 73 per cent of YouTube engagement is being
driven by those under the age of 34. Perhaps surprising, luxury watch videos are also generating 18 per cent of their engagements from those over 55
years old, which is 14 times the YouTube average over the last 365 days. Nevertheless, how the audiences engage with video content is different.
DESIRER
Users under 35 focus on
beauty and entertainment
influencers concentrating on
how luxury brands make
them look
Over 45’s engage with
influencers who concentrate
on craftsmanship and in-
depth reviews of Luxury
products
Top Brand February 2017
Top Influencer February 2017
Top Brand February 2017
Top Influencer February 2017
MakeupByTiffanyD
990k views
V30 75K ER30 2.2x
Topics: Haul
Videos & Fashion
ARCHIELUXURY
709K views
V30 2k ER30 4.7x
Topics: Watchmaking
& Luxury Goods
Rolex
15.9M views
V30 1.2M ER30 2.7x
Topics: Lifestyle &
Sports
Cartier Official
Feb 17 15.5M views
V30 2.3M ER30 <0.1x
Topics: Society &
Craft
18%
of luxury watch
YouTube
engagements
are made by
those over 55
years old
73%
of YouTube
engagements
are driven by
those under the
age of 34
ASPIRER DESIRER
PASSION HAS NO AGE – JUST COMMON GROUND

9. Methodology and Metrics

10. 10
The research used for this study covers all public videos
uploaded globally to YouTube, Facebook, and Instagram related
to luxury goods. This report does not cover all luxury goods but
instead focuses on luxury fashion, watches and jewellery and the
brands associated with these goods. For those brands that host
watch, jewellery and fashion content on the same accounts,
keywords and topics were used to break out these different types
of videos.
We started by limiting the data set to all related video views and
engagements generated in Q4 2016 on these platforms. Next,
we categorised the videos based on product lines (watches,
fashion or jewellery) and publisher type (brand, media company
or influencer).
From here we were able to better understand:
• Who is creating content about luxury brands and how is this
content performing?
• What type of content are fans watching?
• How does the content differ between platforms?
METHODOLOGY
TAG Heuer
Dolce & Gabbana
Dior
Luis Vuitton
IWC Schaffehausen
Versace
Chanel
Fendi
Prada
Burberry
Gucci
OMEGA Watches
Cartier Official
Ralph Lauren
Bulgari
Jaeger-LeCoultre
Hermés Official Account
Baume et Mercier
Audemars Piguet
Chloé
David Yurman
Piaget
Azzedine Alaïa
ROLEX
Blancpain GT Series
Lil Patek Philippe
Harry Winston
Van Cleef & Arpels
Montblanc
Bell & Ross
A Lange & Sohne
Vacheron Constantin
Breitling
Alfred Dunhill
Fabergé
Buccellati
Lancel
Chopard
Officine Panerai
Tiffany & Co.
H.Stern
Shanghai Tang
MIKIMOTO
Oscar de la Renta
Seiko
James Purdey & Sons
SPECIFIC BRANDS INCLUDED IN ANALYSIS

11. SOCIAL PLATFORMS HAVE BECOME NEW LEADERS IN ONLINE
VIDEO DISTRIBUTION, VIEWERSHIP AND ENGAGEMENT
11
Owned versus Earned Content
Owned Earned
Videos produced by and
uploaded by a brand
Videos uploaded by non-brand
publishers (e.g. influencers, fans or
media companies); includes videos
made in partnership with brands and re-
uploaded advertisements
Additional Metrics
Views Engagements
Views are defined in the same manner
that a platform defines a view. On
Facebook and Instagram a view is
considered to be 3 seconds or more,
while on YouTube a paid view is
considered to be 30 seconds or more.
Facebook Likes, FB
Comments, FB Shares,
YouTube Likes, YT
Comments, Tweets, Twitter
Favourites
Tubular Video Ratings
V30 ER30
Total views a video gets in its
first 30 days. For a publisher,
this is the equivalent of views
per video (limited to first 30 day
views)
First 30-day engagement rate
(engagements/view) on a video
compared to a platform average
baseline
Whilst most studies examine
individual platforms, our study is
unique in that we are able to
leverage Tubular’s proprietary 3rd
party data to examine the whole
picture of social video across
platforms and publisher types.

12. 12
Creator Types
Luxury Brands Media Company Influencer
49 luxury brands limited to fashion,
jewellery and watches (see full list on
page 5)
Official organisations that monetise through
advertising, sponsored video, or in general
selling their original content
Independent video creators or personalities
with substantial fan followings
Brand content refers to all social video produced and uploaded by official brand accounts. Conversely, branded content can refer to videos
made in partnership with media companies or influencers. If uploaded by a media company or an influencer, this content is considered to be
earned content.
Brands create videos in a variety of different formats and themes. More generally, brands typically upload videos that are classified as a typical
“advertisement” or as “content.” In this study, advertisements are considered to be product focused videos that are typically 15, 30 or 90
seconds long. Content refers to brand videos that are meant to entertain, educate or specifically for luxury brands, position the brand as a
lifestyle.
EXPLAINING SOCIAL VIDEO: CREATOR AND CONTENT TYPES