What did the top Luxury brands do this year to connect with their fans, engage their consumers and wish them a happy holiday season? Well, I’m going to show you some of the luxury brand Christmas campaigns.
Besides e-mail blasts to those on their mailing lists and in their databases, some of the world’s most well-known luxury brands created special short holiday films or flash videos (Burberry, Cartier, CHANEL and Dior) they shared on their own websites, YouTube and Facebook. Some built interactive apps (Moet & Chandon, Hennessey and Mercedes -Benz), some reinforced their brand by posting holiday branded images on Facebook’s timeline cover and on their pages and Twitter channels (Tiffany & Co., Hermes, Gucci, Louis Vuitton) or engaged in some geurilla tactics (Tiffany & Co. in London) and some, sadly, did nothing except push their own products (BMW, Rolex and Prada).
I compiled the following examples from the top luxury brands according to Millward Brown and Interbrand (as well as a few additional brands such as Dior, Porsche and Mercedes Benz). I checked their websites (some global, some US), Facebook pages and Twitter feeds to share with you what they created and shared via social media for the Holiday Season*.
As always, Burberry knows how to take advantage of digital media. In addition posting the above imagery on Facebook with heartfelt greetings, they created a “Magical Burberry Festive Card” a flash greeting card you can view and share.
TIFFANY & CO
Kudos to Tiffany & Co. for not only posting Christmas wishes and imagery on Facebook but for wrapping 100 taxicabs in London and offering free Christmas music downloads at their website from She and Him (no longer available):
In addition to some lovely CHANEL imagery posted on their Facebook page like that shown above, they created this special holiday video:
Although not listed as one of the top luxury brands, Dior also created a Holiday Wishes video worth sharing:
Cartier has a ‘Wintertale” section on their Facebook page which allows you to watch this short film or create and share a wishlist:
MOET & CHANDON
In addition to many festive holiday images featuring their products on their facebook page, Moet & Chandon has an interactive app on Facebook and their own site that let’s you pop the cork for the holidays. And see how many have before you.
While it’s not holiday music (and I wish it were), as a gift to their Facebook fans and Twitter followers, Hennessey compiled a spotify playlist with the following message: “The Hennessy #WildRabbit Spotify playlist is our gift to your ears. Listen now, listen for free. Happy listening, and Happy Holidays!” (For this you do need to add the spotify app to your Facebook page).
Mercedes Benz featured a holiday image and greeting on facebook and created the custom Naughty or Nice card, a facebook app that let’s you you customize a card to send to the friend of your choice.
Hermes had this nice banner, shown above, on their Facebook page. And posted some of their illustrated greetings by Alice Charbin on Facebook, but that’s all. More holiday illustrations by Charbin, who creates all the illustrations for Hermes’ emails and website, can be found here on Pinterest:
Sadly, Gucci simply posted this lame greeting card on Facebook. But at least the theme of gold ribbons is echoed on their website for some branding consistency.
I was disappointed that Louis Vuitton is pushing their Luck Collection under the guise of Holiday Inspirations. While their site allows you to ‘share your luck’ while exploring the collection by turning a wheel with Christmas music playing in the background and adding items to your wish list, it’s merely a way to sell more product.
BMW, ROLEX & PRADA
The most disappointing were BMW, Rolex and Prada. None of these brands posted or shared festive holiday greetings or imagery on their respective Facebook pages, websites or Pinterest boards. Wouldn’t have taken much to do. FAIL.
*While some of these brands have Pinterest boards and some do not, I did not include images from these in this post.