Report - Luxury Fashion: 3 Social Media Campaigns in September
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Luxury Fashion: 3 Social Media Campaigns from September Industry and campaign analysis of content trends and strategic practices across Facebook, Twitter and Instagram for 9 luxury fashion brands. © 2014 Zuum September 2014
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Transcript of Report - Luxury Fashion: 3 Social Media Campaigns in September
Luxury Fashion:3 Social Media Campaigns from SeptemberIndustry and campaign analysis of content trends and strategic practices across Facebook, Twitter and Instagram for 9 luxury fashion brands.
© 2014 Zuum
September 2014
About This ReportLuxury fashion brands play well with social media. With social media becoming more and more visually-driven, it’s put this category in an even better position to maximize impact with highly graphic content.
This report takes a look at 3 of the more prominent campaigns that ran during the month of September, 2014. The brands analyzed are Burberry, Louis Vuitton, Chanel, Dior, Versace, Gucci, Armani, Dolce & Gabbana and Calvin Klein.
Key Takeaways:❖ Numerous campaign themes evident within a single month ❖ Industry is trying a range of messaging tactics: branded content, product launches, event coverage, publicity❖ Network performance varies greatly, with Facebook offering reach, and Instagram high engagement levels
Reporting Dates: Sep 1 - Sep 30 2014, unless stated otherwise.Engagement Rate Formula: Sum of all engagements generated from a post divided by the fan count on the day of the post. If multiple posts are involved, then divide by the number of posts.
Numerous campaigns, many with strong engagement ratesChart: Global Subject Explorer
Terms appearing in the text of all brand posts on Facebook, Twitter and Instagram for entire industry. Set for a minimum of 5 posts.
1: Product line campaigns
2: Brand content promotion
3: Event coverage
4: New product launches
5: Press and publicity themes
Industry content overview: General posting behaviorsChart: Global Content Analyzer
Content overview for entire industry.
1: The average engagement rate per post for all brands (engagements / fan count) was of .51%
2: While Twitter leads in posting volume, it generates very low engagement levels.
3: There’s an interesting surge in posting volume around mid-month -
4: - but not a synchronous rise in engagement levels.
Versace#versacecelebrities
#versacecelebrities campaign analysisChart: Global Campaign Analysis
Content overview for Versace’s #versacecelebrities campaign.
1: High engagement rate overall. More than double the industry average. Instagram is generating very high engagement levels.
2: The high posting volume on Instagram leverages the network’s high engagement rates, generating large engagement levels.
3: This appears to be an ongoing campaign, with a strong posting volume throughout the month.
#versacecelebrities campaign top postsChart: Top Posts
A ranking of the most engaging posts for the campaign theme selected. A post from each network, Facebook, Twitter and Instagram, made the top 3.
1: Celebrities, a proven quantity in terms of engagement, make an excellent campaign theme.
Dior#diorjadore
Chart: Global Campaign Analysis
Content overview for Dior’s #diorjadore campaign. Expanded view to Aug 15 - Sep 30 to capture entire campaign.
1: The engagement rate average is high, both overall and for Instagram.
2: Facebook demonstrates the power of a large community by driving high engagement counts despite low engagement rates relative to Instagram.
3: The campaign ran for a short period, building towards the end in both posting and engagement.
Report Dates: Jul 16 - Sep 30, 2014
#diorjadore campaign analysis
Chart: Top Posts
A ranking of the most engaging posts for the campaign theme selected. A post from each network, Facebook, Twitter and Instagram, made the top 3.
The top 3 campaign posts ranked by engagement rate, starting with Instagram, Twitter and Facebook.
#diorjadore campaign top posts
Louis Vuitton#CelebratingMonogram
#CelebratingMonogram campaign analysisChart: Global Campaign Analysis
Content overview for Louis Vuitton’s #CelebratingMonogram campaign.
1: This campaign has elow average engagement.
2: A heavy reliance on Twitter posting likely brought down overall engagements. The brand has a high percentage of fans on Instagram, and thus should leverage the high engagement rates by posting more to that platform than Twitter.
3: The campaign posting volume fades over the course of the campaign, which likely caused a parallel drop in engagement levels.
Chart: Top Posts
A ranking of the most engaging posts for the campaign theme selected. A post from each network, Facebook, Twitter and Instagram, made the top 3.
1: The top post on Twitter and Facebook were product announcement videos. After the initial launch and peak in posting volume, engagement generated by the product or campaign fades.
#CelebratingMonogram campaign top posts
Chart: Global Fan Leaderboard
Fan counts for each brand’s social media accounts on the last day of the reporting period, Sep 30.
1: Facebook has 69% of the overall community size.
Where the social media fans are
Chart: Global Engagement Leaderboard
Total of engagements generated by each brand’s content, per network.
1: Instagram shows its engagement power, despite the low average fan counts.
Where engagement happens
© 2014 Zuum
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