Best examples of Content Marketing and Native Advertising in Digital Luxury Communication
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A collection of strategies, practices and the best examples in Content marketing, Native Advertising and Influencer Marketing from the most influential luxury brands.
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Best examples of Content Marketing and Native Advertising in Digital Luxury Communication
- 5. Owned media Earned media Paid media Brand visibility paid on third party media Publicity “earned” on third party media or via word of mouth full control by the brand full control by the brand lack of control by the brand Brand / Logo Physical stores Packaging List of clients Print Ads TV Commercials (spots) Radio Commercials Outodoor Event sponsorships Word of mouth Reviews on magazines Reviews on TV shows (as results of PR activities) Consumers’ posts Mentions in social media Consumers’ review Consumers Websites Applications Social Account Newsletter Display Ads Video Ads Social Media Ads Search / Google Ads Native Ads Content assets a Brand owns or wholly controls
- 6. 10yearsagothe media landscapewas TV,Cinema, Outdoor,Print& Radio “When looking at the most significant changes we have observed, as to the way luxury brands buy media and advertising in the past 5-10 years, the most obvious is the rise of digital. For luxury specifically, this was virtually non- existent at that time”. Katie Allen, Regional Director at The Wall Street Journal
- 7. Print magazine Chanel N°5 campaign in 2009, with Audrey Tautou advertising forluxury hasbeenthe samefor ages
- 8. Print magazine Chanel N°5 campaign in 2005, with Nicole Kidman advertising forluxury hasbeenthe samefor ages
- 9. Chanel N°5 ad on Harper’s Bazars in 1937, with Gabrielle Chanel herself! advertising forluxury hasbeenthe samefor ages
- 10. Luxurybrands wereunableto replicatethe impact&quality ofprintorTV campaigns online “It’s as much about the experience surrounding the purchase itself: admiring the art of a glossy full- page magazine ad, the thrill of being in a beautiful store, the personal service that you’re offered. In the past, the formats were limited and ugly banner ads represented the antithesis of what luxury was all about. Ultimately, luxury brands were unable to replicate the impact and quality of print or TV campaigns online.” Ait Addi, Global Luxury Industry Director at Teads
- 11. buttoday… http://www.dior.com/diortv/it_it/videos/fragranze/ eau-sauvage-tributo-a-una-leggenda Dior, Eau Savage video tribute
- 12. Marketing communication has diversified far beyond a straightforward split of print, outdoor and television, into a mix of campaigns, content and editorial strategies, broadcast on brand owned media platforms, social channels and through the voice of key opinion leaders marketing communication hasdiversified
- 13. achangedlandscapeforcommunication Advertising has evolved in many shapes, channels and targeting capabilities Brand have many owned assets and many media formats available for communication Owned media Earned media Paid media Brands can benefit of a huge digital word of mouth, social media driven, of which they are not in control
- 14. asa consequence Luxury embracednew formatsand newplatforms “The main media disruption for luxury brands has of course been in the transition to digital.This can be seen through the content that brands produce for their digital channels, the way in which they aim to reach consumers at every point of their journey on the web, as well as the way they have looked to introduce an internet presence into their media buying.” Andrew Lowrey, Account Director of Marketing Solutions at LinkedIn
- 15. andtheyare experimenting… podcast Hennessy Never stop Neve Settle podcast
- 17. De GRIGOSONO chatbot for Saint Moritz andtheyare experimenting… chatbots
- 18. Dolce e Gabbana Fashion Show andtheyare experimenting… evendrones
- 19. still,theluxury diemma Which content, platform and technology preserves the image that luxury brands spend so much time and budget cultivating?
- 31. someexamples
- 32. video Cartier “The Panter” short movie www.cartier.it/it/la-maison/storia-e-racconti/la- pantera.html
- 33. video http://www.dior.com/diormag/ it_it/section/savoir-faire Showcasing expertise in their field is one of the most relevant uses of video for Luxury brand https://www.instagram.com/p/BPu61Tblwvi/?taken- by=degrisogono Dior De GRIGOSONO
- 34. video https://www.youtube.com/watch? v=Lfo1QUGfWZE Combining storytelling with craftsmanship is the most effective way to communicate heritage Beretta “Human Technology” short movie
- 35. images Rolex Instagram account @rolex
- 37. articles Mr Porter, The Journal https://www.mrporter.com/journal/
- 39. guides Louis Vuitton City Guide (app) https://www.youtube.com/watch? v=QPssAi9Qb74&feature=youtu.be
- 40. guides De GRIGOSONO St. Moritz Black Book
- 41. podcast, playlistand remixes Hennessy Never stop Neve Settle podcast #BlendOut Grand Marnier Remix Contest
- 42. infographics Goldman Sachs - Cars 2025 report (hosted by Mashable) http://mashable.com/2016/02/22/cars-2025-brandspeak/
- 54. Branded Content Strategy planninga content marketing strategy Define which type of content according to the brand identity & positioning and on Target Consumers Interests & Passions Content Creation Strategy Define who are the content creators Define the type of content according to the frequency of delivery and Content Distribution Strategy Define where the content is stored, when it has to be put online and how it has to be distributed Source: The YouTube Creator Playbook for Brands
- 55. Branded Content Strategy Content Creation Strategy Content Distribution Strategy Scope, angles , tone of content Content Producers Type of content and frequency of delivery How the content will be distribute INSPIRE EDUCATE ENTERTAIN CREATE COLLABORATE CURATE HYGIENE HUB HERO STORE DELIVER ACTIVATE planninga content marketing strategy Based on the brand identity & positioning and on Target Consumers Interests & Passions Source: The YouTube Creator Playbook for Brands
- 56. Branded Content Strategy Content Creation Strategy Content Distribution Strategy Scope, angles , tone of content Content Producers Type of content and frequency of delivery How the content will be distribute INSPIRE EDUCATE ENTERTAIN CREATE COLLABORATE CURATE HYGIENE HUB HERO STORE DELIVER ACTIVATE planninga content marketing strategy Based on the brand identity & positioning and on Target Consumers Interests & Passions Source: The YouTube Creator Playbook for Brands
- 57. hygiene content Mr Porter The Journal The content the target audiences is actively searching for regarding the brand or the industry such as product tutorials and how-to content. This content has to be released almost daily.
- 58. hub content LVMH “Nowness” The content developed on a regular basis to give a fresh perspective on the target’s passion point. https://www.nowness.com/
- 59. hub content Burberry Burberry Acoustic The content developed on a regular basis to give a fresh perspective on the target’s passion point. https://uk.burberry.com/acoustic/
- 60. hero content Cartier “L’Odyssée” short movie The content a brand wants to PUSH to a big, broad audience in a very specific moments of the year such as product launch or events https://www.youtube.com/watch?v=yaBNjTtCxd4
- 62. Content Creation Strategy Content Distribution Strategy Content Producers Type of content and frequency of delivery How the content will be distribute CREATE COLLABORATE CURATE HYGIENE HUB HERO STORE DELIVER ACTIVATE planninga content marketing strategy Branded Content Strategy Scope, angles , tone of content INSPIRE EDUCATE ENTERTAIN Based on the brand identity & positioning and on Target Consumers Interests & Passions Source: The YouTube Creator Playbook for Brands
- 64. Giventhe abundanceof contentsonline it’sriskyto assumethatthe contentwillbe organically discoveredbythe targetaudience so there’s need for paid media AKA advertising! (again)
- 67. 3key elements content it offers a content that is relevant to the user and contextual to the host content design same design as the host platform / publisher (or at least mimicking of design of the host platform) userexperience it does not change the user experience offered by the host platform / publisher and inherits the functionalities of the organic contents
- 68. 3key elements + 1 content it offers a content that is relevant to the user and contextual to the host content design same design as the host platform / publisher (or at least mimicking of design of the host platform) userexperience it does not change the user experience offered by the host platform / publisher and inherits the functionalities of the organic contents fulldisclosure asanad labeled as “sponsored” et sim.
- 70. In-feed
- 73. but… native advertising is a way to distribute contents. not the only one. especially for luxury brands
- 78. Kiyo Taga, digital communication director at Cartier theclassic advertorial: knowingthe audience knowingthe brand “SothatisoneofthereasonsIfeelfromabrand standpointit’ssoimportant,becauseeverybrandhasa storytotell,andthebestwaytogetthestoryout thereistoalignitwithapublisherorplatformthathas aspecificvoicethatknowstheiraudienceandalso knowsyourbrandandcanintegratethosetwo better”
- 79. astorytotell aknowledgeof audienceandbrand atrustworthyvoice anaudience theelementsof anadvertorial
- 85. publishers createstories forbrands based on the brand's brief partner publishers create contents using the most appropriate format according to the brand’s marketing objectives and to their own deep knowledge of their audience
- 86. …and distributes storiesinthe editorialfeed oftitlesbased onaudience affinity Contents are distributed in the editorial feed and in contexual placements (e.g. a branded beauty story is distributed within the beauty section along with the editorial contents) Those placements are very similar to the editorial “teaser” (same look and feel) and they can be considered as native advertising placements
- 87. Native Content project Bonjour Lamp Publisher partner Vanity Fair / Condé Nast Brand Flos Flos wanted to explain values and quality of the new lamp drawing by Philippe Starck. Design, quality, creativity and dreams are the touch point of the projects. The content format is a mix of formats: a video crafted with custom illustrations, a set of illustrations, a product gallery native articles made by Condé Nast’s contributors. http://www.vanityfair.it/thinkcontent/flos/bonjour-a-tout-le-monde
- 88. Native Content project Austrian Holidays Publisher partner Elle / Hearst Magazines Brand Austria Tourism Info A set of reportage about Austrian destinations, hangouts, local markets, luxury hotels, written and curated by a professional travel blogger and hosted on elle.it website along with the traditional editorial contents. The articles feature original and press images as well as original video filmed by the blogger aiming to inspire the prospect luxury traveller. www.elle.it/lifestyle/viaggi/news/g1414698/austria-hotel-esclusivi-dove-vivere-montagna-e-relax/
- 89. Native Content project Launch of the fragrance Mon Paris Publisher partner Vanity Fair / Condé Nast Brand YSL Beauté Condé Nast developed a concept tied to impossible loves, and to men and women who with their charm and their personalities made history. Through a custom article about five great stories of love and passion in the background of the French capital http://www.vanityfair.it/thinkcontent/ysl-mon-paris/parigi-e-lamore-cinque-grandi- storie-di-passione-sullo-sfondo-della-capitale-francese
- 90. Native Content project Elle Decor BE ORIGINAL Publisher Elle Decor Brand Multi brand An interactive hub showcasing the best of original design through an encyclopedic database of iconic pieces of design, the designers that brought them to life and the brands that sells them. BE ORIGINAL is a project aiming to promote the culture of original design against the rise of copycats and the low cost replicas. Each brand shows off his history and heritage through its historical masterpieces and at the same connects with potential customer through a store locator tool. http://beoriginal.net/
- 91. Native Content project Elle Decor Corner Publisher partner Elle Decor / Hearts Magazines Brand Multi brand A hub showcasing for each design brand a set of original contents about the brand, the history, the heritage and also the new products or brand initiatives using text, articles, interviews original pictures. The hub also includes the brand catalogue download as well as the possibility to buy online the products. Since the content are written by E.D. curators and contributors this is completely blended into the Elle Decor site and its integration his seamless. buy online catalogue download articles and interview
- 92. Native Content project Elle Decor Corner Publisher partner Elle Decor / Hearts Magazines Brand Multi brand A hub showcasing for each design brand a set of original contents about the brand, the history, the heritage and also the new products or brand initiatives using text, articles, interviews original pictures. The hub also includes the brand catalogue download as well as the possibility to buy online the products. Since the content are written by E.D. curators and contributors this is completely blended into the Elle Decor site and its integration his seamless. promoted in homepage via a massive teaser
- 93. http://mashable.com/2016/02/22/cars-2025-brandspeak/#4ANGR8fEEkqk Native Content project Cars 2025 Publisher Mashable Brand Goldman Sachs An interactive hub showing how brands can create new pieces out of existing content. Goldman Sachs originally published this information at their Global Automotive Conference in London and thank to Mahsable repurposed it for a new audience.
- 94. Native Content project Scotch & other stories to savior Publisher Travel+Leasure Brand Bacardi A hub showcasing the origin stories of 5 of Bacardi’s scotches through custom written and video content. It also includes practical educational guides for readers such as Which Single Malt is Right For You.
- 95. Native Content project Scotch & other stories to savior Publisher Travel+Leasure Brand Bacardi A hub showcasing the origin stories of 5 of Bacardi’s scotches through custom written and video content. It also includes practical educational guides for readers such as Which Single Malt is Right For You.
- 96. Native Content project New Ways of Seeing Publisher The New York Times Brand Tiffany & Co. Ahead of the Whitney Biennial the show’s lead sponsor, Tiffany & Co., launched a five-part video series featuring conversations with critics and curators of contemporary art, inspired by the 1972 BBC series and book Ways of Seeing, which studied and questioned hidden meanings within images New York Magazine’s senior art critic Jerry Saltz wrote and stars in episode one. http://paidpost.nytimes.com/tiffany/new-ways-of-seeing.html
- 97. http://paidpost.nytimes.com/tiffany/new-ways-of-seeing.html Native Content project New Ways of Seeing Publisher The New York Times Brand Tiffany & Co. Ahead of the Whitney Biennial the show’s lead sponsor, Tiffany & Co., launched a five-part video series featuring conversations with critics and curators of contemporary art, inspired by the 1972 BBC series and book Ways of Seeing, which studied and questioned hidden meanings within images New York Magazine’s senior art critic Jerry Saltz wrote and stars in episode one.
- 98. whynative contents? For luxury brands, native content offers an opportunity to speak to consumers and tell their story, with the possibility of going viral.
- 99. why publishers ? Content strategy Artist, Writers, Photograpers, Illustrators Digital marketing expertise Technology Audience and distribution
- 100. why publishers ? Content strategy Artist, Writers, Photograpers, Illustrators Digital marketing expertise Technology Audience and distribution content creation strategy
- 101. why publishers ? Content strategy Artist, Writers, Photograpers, Illustrators Digital marketing expertise Technology Audience and distribution distribution strategy content creation strategy
- 102. why publishers ? Content strategy Artist, Writers, Photograpers, Illustrators Digital marketing expertise Technology Audience and distribution content creation strategy on brand distribution strategy
- 105. tobeonbrand “You have to really be selective in partnerships. Choose one or two partners that you know will work for you, work hard for you, make sure that they not only understand the audience but they have to understand your brand so they won’t come to you with recommendations that are so off-brand. Kiyo Taga, digital communication director at Cartier
- 106. keepinmind When choosing to enter into these partnerships, it is important for brands to choose publications that fit their brand image and truly understand their positioning so the content production is seamless.
- 109. influecer marketing pillars identify discover the people that actually can influence the target the brand want to reach leverage influencers’ qualities leverage qualities of these people (they are in the know, they are authoritative, they are well networked, they have outstanding ability in relations) freedom independence in communication: they have to be free to craft the message on behalf of the brand
- 110. therealvalue forbrands by collaborating with influencers, brands can create the type of content that consumers actually want, increasing trust and engagement for the brand
- 111. why influencers? It’s proven that people trust friends, family, experts more than “official sources” and even media Percent of people who trust information created by each author on social networking sites, content sharing sites and online-only information sources
- 112. typeof influencers Celebrities Journalists and experts friends, colleagues, family Socialites / emerging influencers + reach brand endorsement + word of mouth / engagement action / product trials INSPIRE PROVIDE INFO DRIVE ACTION
- 113. typeof influencers Celebrities Journalists and experts friends, colleagues, family Socialites / emerging influencers + reach brand endorsement + word of mouth / engagement action / product trials INSPIRE PROVIDE INFO DRIVE ACTION ASPIRATIONAL/HUBCONTENT INFLUENCEINNERLUXURYCIRCLE
- 114. influencersas converged media Like native contents and premium publisher partership, influencers represent a form of converged media since they: produce contents use their trustworthy voice to craft the message distribute contents In a way they are today’s new publishers they are powerful tools at generating engagement and shares
- 116. influencer marketing workflow Discovery Selection Activation Live campaign and engagement Measurement by social channel by expertise / field of work by reach / audience by country by style of communication by brand collaborations
- 117. influencer marketing workflow Discovery Selection Activation Live campaign and engagement Measurement by social channel by expertise / field of work by reach / audience by country by style of communication by brand collaborations is she/he in line with the brand? does she/he works for competiors? type and quality of contents are fitting the requirements?
- 118. influencer marketing workflow Discovery Selection Activation Live campaign and engagement Measurement by social channel by expertise / field of work by reach / audience by country by style of communication by brand collaborations is she/he in line with the brand? does she/he works for competitors? type and quality of contents are fitting the requirements? negotiation long term activity event presence number of posts extra activity
- 119. influencer marketing workflow Discovery Selection Activation Live campaign and engagement Measurement by social channel by expertise / field of work by reach / audience by country by style of communication by brand collaborations negotiation long term activity event presence number of posts extra activity proper execution of the campaign posts are posted according to the agreed schedules? does the posts actually engage users? is she/he in line with the brand? does she/he works for competitors? type and quality of contents are fitting the requirements?
- 120. influencer marketing workflow Discovery Selection Activation Live campaign and engagement Measurement by social channel by expertise / field of work by reach / audience by country by style of communication by brand collaborations negotiation long term activity event presence number of posts extra activity proper execution of the campaign posts are posted according to the agreed schedules? does the posts actually engage users? campaign results size of engagement positive sentiment increase in owned media follower base? leads or even sales? is she/he in line with the brand? does she/he works for competitors? type and quality of contents are fitting the requirements?
- 121. workingwith influencersis workingwith people Although influencers are recognized as the “new publishers” they are real people, often opinionated, caring a lot about they follower and not “buyable” as normal paid media Source: Crowdtap, The State of Influencer Marketing
- 122. Influencer Activity De GRIGOSONO Cannes Festival storytelling Brand De GRIGOSONO With the aim to foster luxury as an art of living the brand produced daily high quality contents about the Festival and distributed them via owned (website and social channels) and paid media. Bloggers and influencers in cinema, gastronomy, art and music were invited and interviewed. They shared these contents as well as live clips from the exclusive De GRIGOSONO’s party on their social channels to expand and amplify the reach of people far beyond the few who actually could attend the event.
- 123. Influencer Activity Il regalo Baglioni: Brand Baglioni Hotel Platform / agency Buzzoole Rise the awareness and the consideration of the Baglioni luxury experiential gift package “Il regalo Baglioni” (fine dinner, spa, ed even a 6 days tour across Italy) during the Christmas Season. A series of quality contents have been created in an organic setting that highlights the values of Baglioni like “uniqueness” and the “Italian character”. The contents showed the real experience of three top socialite influencers in three different Italian cities’ Baglioni properties using the hashtag #IlRegaloBaglioni
- 124. keytakeaways
- 125. keepinmind The ubiquity of the internet has made it easy for luxury brands to reach a new class of customers But luxury brands need to toe the line between maintaining sophistication and reaching their audience
- 126. how? 1. Use their rich legacy as a focal point around which they weave their content
- 127. how? 2. Keep emotion at the center of their story when the product has become synonymous with a feeling
- 128. how? 3. Balance the idea of exclusivity with aspirational value
- 129. how? 4. Create quality content that equals their commitment in product creation
- 130. how? 5. Showcase expertise in their field through content
- 131. how? 6. Make content that goes beyond the product to cater to the psyche of their target audience
- 132. how? 6. Create a content vision that is in line with their unique heritage and use every piece to add to that broader plan
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