5E of Content MarketingFor Luxury Brand

Presented By Kate Gelim Won

$118.4 Billion

In 2013, companies in worldwide spent budget for content marketing

Building an effective content marketing strategy is not easy for luxury brand.

Luxury Brands face challenges when they do Content marketing.

What Challenges?

Maintaining a sense of exclusivity.Constantly reaffirming their position as

a top.

5E To be a king of content marketing

in luxury industry

Encourage

User Participation

1.

#MyTurnToJag CAMPAIGN

EXAMPLE

Why is this campaign great?

Jaguar never promoted this campaign by using advertisements.

They chose only social media channels that they were doing.

“It allowed to provide that Jaguar has an avid fan base willing to endorse the brand publicly.”

Express

culture through content

2.

STANDARD CULTURE

CAMPAIGN

Standard CultureThe official blog of Standard Hotels

What content? Part city guide, part entertainment resource and part fashion diary.

“Users can still spend a night with The Standard.”

X

Editorialize

your brand by user

3.

Nowness

“LVMH allows Nowness to have its own creative, free-flowing voice.” Also, users can play

with LVMH brands.

Establish

frontiers while staying true to your root

4.

Having 13 social media channels

Bergdorf’s maintains a presenceat 13 different social media channels

with different strategies.

“Best New York City Closets,”“Best New York City Closets

The 110-years-old Iconic Luxury Retailer

“The fall season in New York City

Experiment

With your platforms

5.

Using various social media platforms

Gucci experimented their social platformfor different types of users

Gucci for NY tourists

Gucci for Barcelona customers

“There is an advantage for a brand to focus on new platforms and spread marketing efforts

where their competitors do not necessarily invest.”

-Yuli Ziv, founder and CEO of Style Coalition with Luxury Daily-