Luxury Content Marketing – Today’s Biggest Brands Promotion

According to a study, 74% of companies report that content marketing increases their lead generation efforts, emphasizing its heightened importance for luxury brands.

Luxury content marketing leverages high-quality materials emphasizing exclusivity and personalized experiences. By presenting sophisticated, detail-oriented content, this strategy enhances brand perception and fosters stronger customer relationships among affluent audiences.

Keep reading to discover how luxury content marketing can elevate your brand.

How Luxury Brands are Using Content Marketing

Now that we’ve explained what content marketing is, how do luxury brands use it?

Audience Segmentation

Like with many other forms of marketing, a luxury content marketing campaign begins with audience segmentation. 

When introducing your luxury brand to consumers, you want to ensure you reach out to only those who are the most receptive. 

These people may already treat themselves to other luxury products regularly, so they’re more willing to spend on these goods, perhaps even buying yours.

If you use customer relationship management or CRM software, then you can easily queue up a list of all your contacts in one convenient place. 

From there, scoring your leads based on their behavior acts as a good indicator of those you might want to focus on.

Luxury Marketing Thrives on Reaching the Rught Audience. 

Here’s how to target high-potential customers for your brand with audience segmentation:

• Start with Segmentation: Similar to other marketing efforts, begin by segmenting your audience. Focus on those most receptive to luxury goods – they’re likely already indulging in similar products and may be open to yours.
• Leverage CRM Data (if applicable): If you have CRM software, use it to identify potential customers. Analyze their past behavior to pinpoint who to target. 

For instance, when a lead subscribes to your newsletter, opens your emails, visits your blog, or follows you on social media, they earn points for a better overall score.

Those are the leads you want as customers.

These prospects don’t always skew older, either. We recently wrote an informative post on luxury brand target audiences, be sure to read it. This audience includes Generation Z, today’s current youngest generation, as well as millennials and some older consumers who straddle the line between millennials and Generation X.

When you know your audience, you can begin crafting your content marketing campaign.

Craft your content marketing campaign

As an example, data has found that millennials quite enjoy videos. They also prefer seamless, interactive experiences, something else to keep in mind.

Luxury brands are highly visual, so the opportunity to showcase products through images and videos makes content marketing a viable means of promotion. The viral nature of social media is another can’t-miss element.

After all, as a small business resource The Manifest found in a 2019 report, each generation is on social media.

Market your content on social media

Generation Xers are mostly outside of the luxury brand target market, but not all. 

Up to 81 percent of people in this older generation log onto social media at least once daily. Millennials, who didn’t grow up with social but have had it for years, also hungrily consume social media.

Most of them, 88 percent, check Facebook, Twitter, Instagram, and the like every day.

They’re beaten only by Generation Z, as 89 percent of them are on social media daily. When you consider that this generation hasn’t ever had to live without social media, these findings aren’t so surprising.

Some of your target audience is even more engaged on social media than others. The Manifest notes that 79 percent of millennials and 77 percent of Generation Z are on social media more than once each day.

Here’s how the social platform usage breaks down among these two audience groups:

• YouTube: 86 percent of millennials and 89 percent of Generation Z
• Instagram: 71 percent of millennials and 74 percent of Generation Z
• Snapchat: 52 percent of millennials and 68 percent of Generation Z
• Facebook: 87 percent of millennials and 36 percent of Generation Z
• Twitter: 42 percent of millennials and 29 percent of Generation Z
• Pinterest: 42 percent of millennials and 26 percent of Generation Z

This is good news for luxury brands, as YouTube, Instagram, and Snapchat are three of the most visually driven social media platforms out there.

Examples of luxury brand content marketing

Through this article, you now have some ideas and pointers on how to get started with your own luxury content marketing campaign. Still, you could use some ideas. 

Well, look no further. 

We’ve combed the Internet to find some fantastic examples of videos, blog posts, and other content that luxury brands have used as the basis of their content marketing campaigns.

Burberry Kiss Campaign

Burberry’s email campaign wasn’t just lipstick selection! 

Back in 2013, fashion brand the brand rolled out their Kiss campaign. It tied into their then-new line of lipsticks. 

You can watch a video that outlined the campaign here through Burberry’s YouTube channel.

This interactive email campaign allowed you to choose a color of the luxury brand’s new lipstick. You then got to pucker up and really kiss your smartphone. Burberry took a digital imprint of your mouth in the color of lipstick you chose.

Then, you could send this virtual kiss to anyone you wanted via email.

Partnering with Google, they let you virtually “kiss” your phone, sending the digital imprint on a journey via Google Maps. 

This interactive, immersive experience (a hit then, a hit now) catered to luxury consumers’ desire for engagement, letting them leave their mark in a unique way.

It could be worth trying something similar for your own luxury brand if possible.

LV NOW

Louis Vuitton is a fashion brand that needs no introduction.

The luxury brand  keeps you in the loop with LV Now, their curated online magazine. 

Read about hot fashion news, exclusive interviews, and even video campaigns for new lines. 

Their focus on chic visuals and insider tidbits (like a recent (RED)-supporting candle) mirrors the luxury brand’s overall experience.

You’re already writing content for your blog anyway, or at least, you should be.

If it’s a natural fit for your brand, then you can stylize the blog more like a digital magazine that’s on-trend like LV Now.

Burberry’s Art of the Trench Campaign

Here’s another interesting example of luxury content marketing: Burberry’s Art of the Trench campaign. This campaign celebrated their iconic trench coat and leveraged the power of user-generated content (UGC).

A Social Media Revival

Launched around 2016, Art of the Trench was a revival of a previous Burberry campaign.

This time, they cleverly utilized the image-friendly platform Tumblr.

Tumblr’s support for videos, images, and text posts made it a perfect fit for showcasing user-generated content.

A Living Document of Style

As Burberry stated, their Art of the Trench page was “a living document of the trench coat and the people who wear it.”

Anyone who owned a Burberry trench coat could submit photos of themselves wearing it, becoming part of this online community.

While the campaign appears to have ended in 2017, the user-generated content remains on the platform.

The Power of Simplicity

The beauty of this campaign lies in its simplicity.

Burberry let their iconic product speak for itself, with no heavy-handed promotion. The trench coat’s timeless style, suitable for both men and women across various looks, was perfectly demonstrated by real customers through their photos.

This approach is a powerful testament to the enduring appeal of the Burberry trench coat.

A Timeless Inspiration

Even though the campaign might be over, its effectiveness and focus on user-generated content remain an inspiration for marketers today.

Burberry’s Art of the Trench campaign proves that user-generated content can be a powerful tool to showcase a product’s versatility and enduring style.

The Window

In the same vein as LV Now is The Window, Barneys’ own content hub/blog.

Here, they count down their hottest looks and accessories through list posts, write inspiring profiles on their designers, and try to intrigue you to do a little shopping as well.

Over on the right side of the page, they have a constantly updating area called “the latest pick from the fashion office.” Not only do you get to see the fashion garment in question, but you get a small description of the item and, of course, a shopping link.

Should you keep scrolling to the bottom of the page, you’ll see the “we adore” section with a rolling list of recommended Barneys looks. Beneath that is their featured video. While we think the video could do better being more prominent on the page—and definitely above the fold—the elements here all combine beautifully into one consistently effective luxury content marketing blog.

Barneys’ blog offers a “latest pick” section with product details and a shopping link. 

Scrolling down reveals “we adore” recommendations and a featured video (though placement could be improved). 

This mix creates a visually appealing and informative luxury content experience. 

Luxury Content Marketing Projects:

Aspen Luxury Concierge

Mediaboom partnered up with a luxury concierge service called Aspen Luxury Concierge to create a high-end content marketing strategy that is ideal for anyone on the hunt for an extravagant trip. 

We made sure to focus on creating enticing content for potential Aspen travelers who are searching through Google.

With this in mind, it would be super valuable to understand user intent and take advantage of SEO best practices. 

By doing so, Mediaboom positioned ALC as a master when it comes to the Aspen experience. This not only increased organic traffic by 118%, but established ALC as a trusted resource within the luxury travel community.

Guardian Jet

Guardian Jet had a robust marketing campaign with Mediaboom to boost their digital presence and educate potential customers on private jet ownership. 

Our content strategy included:

• Articles on the aircraft buying process and private travel benefits.
• Downloadable guides offering insights into plane ownership.
• Videos showcasing the luxury of flying on a private jet.

These diverse content pieces positioned Guardian Jet as trusted advisors, appealing to high-net-worth individuals seeking an upgrade from first class. 

By providing valuable information and showcasing the luxury of private jet travel, Guardian Jet effectively captured the attention and interest of their target audience.

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FAQs

I. How does luxury content marketing vary from regular ones?

While traditional content marketing focuses on the pragmatic value of a product, luxury content marketing is more than that. It’s about stories, emotional connection, and exclusivity. Stunning visuals showcase products and the aspirational lifestyle they unlock.

II. Which platforms are best for luxury content marketing?

Instagram is obviously at the top of our list since it’s all about visuals! Pinterest and YouTube are also great platforms to include in your strategies but don’t underestimate well-thought-out email campaigns and exclusive online experiences when you’re trying to create an emotional bond with a consumer.

III. How do I incorporate storytelling in my luxury content marketing strategy?

Go beyond your brand’s story… Tell stories about the creative process behind each product or service, talk about what makes them special or how difficult it is to make them — anything that makes people feel that they’re part of something unique.

IV. What type of content resonates with luxury audiences?

You’ll want to aim towards making your audience desire what you have to offer. Give them insights into how things work behind the scenes, interviews with ambassadors who use your brand and limited-edition release announcements are just some examples of how you can get there.

5. How do I measure success when it comes to my luxury content marketing strategy?

Keeping track of website traffic and social media engagement is always key — especially when you’re trying to create awareness for a brand. You should also be looking for increases in inquiries from high-net-worth individuals interested in your offers as these are much more likely to convert.

Do you have more questions?

Mediaboom is an expert in creating customized luxury content marketing strategies that will give results. Reach out to us now! We offer free consultations so you can see what your brand is really capable of!

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Hire A Luxury Content Marketing Agency

Luxury consumers in today’s market crave an experience, something beyond just a product. 

This is where content marketing shines. 

By crafting captivating stories and using stunning visuals, you can elevate your brand image and forge genuine connections with your audience. 

Look to leaders like Louis Vuitton, Barneys, and Burberry for inspiration. 

They’ve become masters of storytelling and engagement in the luxury space. Through their examples, you can craft your own luxury content marketing campaign to achieve your desired goals.

Contact Mediaboom now to start your luxury content marketing strategy!