teads luxury barometer february 2015
TRANSCRIPT
REINVENTING VIDEO ADVERTISING
LUXURY VIDEO BAROMETERFebruary 2015
Instagram,
YouTube,
SUMMARY
49 brands, February 2015 data
56 brands, February 2015 data
Miss Dior gets audacious on Valentine’s day with
Anton Corbijn filming Natalie Portman refusing a
proposal at the sound of Janis Joplin, under the tagline
#ItsMissActually.
Bottega Veneta, Louis Vuitton and Hermès celebrate
art and street-art.
Dunhill, Gucci, Moncler, Burberry and Z–Zegna by
Ermenegildo Zegna are showcasing their collections.
WIth most brands releasing Valentine’s Day-themed
videos, content around engagement proposals were
popular (see Cartier, Tiffany’s).
Cartier is the best performing brand in views and
Zenith ranks 1st in interactions.
Rolex celebrates its heritage by making a unique and
lasting contribution to culture around the world with
Michael Bublé.
• Fashion & Beauty outperforms Watches and
Jewellery in views but the latter have higher
interaction rates
• Continuing the trend set by YSL, Chanel and Tag
Heuer at the beginning of the year, brands highlight
their irreverent, fresh side (Miss Dior, Chanel and
Louis Vuitton).
• Love is in the air and, for the first time, it’s not only
traditional couples getting married: Tiffany & Co.
opens to homosexual couples for their Valentine’s
Day commercial.
• Choreographies are trending, with Hemès and
Bottega Veneta leading the way.
• Art and fashion shows are also common this month,
with brands such as Dunhill, Hugo Boss and
Burberry highlighting the best moments from their
shows while Hermès celebrates contemporary arts
and Louis Vuitton works with skateboarder turned
fashion designer Alex Olson.
Fashion &
Beauty
Watches &
Jewellery
Louis Vuitton
Michael Kors
Chanel
Coach
Alexander McQueen
Christian Dior
- 200
-
200
400
600
800
1 000
1 200
1 400
-2000 000 - 2000 000 4000 000 6000 000 8000 000 10000 000 12000 000
TOP BRANDS – POPULARITY MAPPING (1)
Christian Dior outperforms its competitors in terms of
brand popularity as it has the highest number of
videos posted on YouTube. The brand performs very
well in video and reaches high number of views.
Chanel has a high activity on social media, ranking
second in number of views. Chanel is more active on
YouTube than on Facebook.
Louis Vuitton comes 1st for number of Facebook fans
with 18,7M. However, the brand does not have a high
Facebook activity. It comes 4th in terms of views on
YouTube.
Activity
Facebook posts + videos
(Instagram + YouTube)
Performance
YouTube (Views+ Comments + Likes) + Facebook
(Shares+ Likes + Comments) + Instagram (Likes +
Comments)
Popularity
Facebook Fans + YouTube Subscribers + Instagram
Followers
Performance
Acti
vit
y
Bubble size : Popularity
Moncler
Gucci
Dolce & Gabbana
Calvin Klein
Tommy Hilfiger
Armani
Hermes
Jimmy ChooAlexander McQueen
Yves Saint Laurent
Michael KorsBurberry
Moncler
- 20
-
20
40
60
80
100
120
140
-500 000 - 500 000 1000 000 1500 000 2000 000 2500 000
• Michael Kors and Burberry were the most popular brands. Michael Kors is the most active brand per
Facebook posts with 65 publications.
• Moncler is a rising star in terms of social media activity, however the brand keeps a distance from the best
performing brands by views such as Christian Dior, Bottega Veneta, Chanel, Louis Vuitton, Burberry and
others.
TOP BRANDS – POPULARITY MAPPING (2)
Performance
Bubble size : Popularity
Acti
vit
y
Versace
4,140,039
1,682,0101,541,037
686,387402,045
197,848167,407 152,662 109,309 89,335
0.2%
0.2%
0.4%
0.1%
1.3%
0.4%
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
1.4%
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
Miss Dior -The new film
(Official)
Bleu dechanel: the
film ft.Gaspard ulliel
Emotion OfSound - Trailer
Louis VuittonMovers #2 -Alex Olson,Los Angeles
dunhill LondonAutumn/Winter2015 Runway
Show
NuovoMascara
Volume EffetFaux Cils diYSL - 20s
GucciWomen's Fall
2015
EmporioArmani -
Behind theScenes of
2015 SpringSummer
Campaign ft.Calvin Harris
Z Zegna SS15Men's
collection:TechmerinoSneakers
The Highlightsof the BurberryWomenswearAutumn/Winter
2015 Show
BEST VIDEO PER VIEWS AND INTERACTION RATE
Number of views Interaction rate
TOP VIDEOS
• Analysing the 10 best videos, Armani has the highest interaction rate (1.3%), followed by Alfred Dunhill and Louis
Vuitton (0.4% interaction rate each). Christian Dior has the best combined results with the highest views (over 4.1 M)
and almost 0.2% interaction rate.
• Regarding video lengths, Ermenegildo Zegna has the longest video (7’28’’) with Z-Zegna SS15, however it shows a low
number of views. In contrast, Armani and Christian Dior’s videos last between 31 to 90 seconds and generated the
highest interaction rate and highest number of views, respectively.
Source: YouTube & Teads Labs
1’5’’ 1’23’’ 0’6’’ 2’06’’ 1’01’’ 1’11’’ 1’13’’ 0’51’’ 7’28’’ 1’43’’
SHARE OF VIEWS AND INTERACTIONS
Salvatore Ferragamo published 5 videos, 3 of which
are short cartoon ads for Valentine’s day.
Furla and Versace follow Salvatore Ferragamo per
share of interactions with 11% and 10%, respectively.
The « Other brands » category includes 22 brands with
less than 3% interaction rate, such as: Hugo Boss,
Prada, Burberry, D&G, Belstaf, Calvin Klein, Mulberry
and Tommy Hilfiger.
19% 19%
11% 10%
9%
7% 7%
6%5%
4%3%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
SalvatoreFerragamo
Others Furla Versace Hermes Bally Diesel Yoox Hogan Valentino Coach
BRAND’S SHARE OF INTERACTIONS
Share of Interactions = Brand’s YouTube and FB Interactions
/ Total Interactions
Fashion & Beauty gathers 14.7M views with Christian
Dior having the highest share of views (54%). The brand
created 16 videos in the period analysed although it
owns its success to Miss to Dior - The new film (Official)
starring the brand’s ambassador, Natalie Portman.
Chanel follows, reaching 13% share of views with just 4
videos. The best being Bleu de Chanel: the film ft.
Gaspard Ulliel.
Bottega Veneta gets to be in the top 3 per share of
views reaching 11% gathered with its 8 videos
published.
54%
13%
11%9%
3% 2% 2% 1% 1% 1%3%
0%
10%
20%
30%
40%
50%
60%
ChristianDior
Chanel BottegaVeneta
LouisVuitton
AlfredDunhill
ErmenegildoZegna
Yves SaintLaurent
Moncler Armani Gucci Others
BRAND’S SHARE OF VIEWS
Share of Views = Brand’s YouTube Views / Total Views
The most popular video on YouTube was released by
Christian Dior. The 1’13’’ video shows Natalie Portman
running away from her wedding on the notes of Janis Joplin.
The video shows the irreverent side of “Miss” Dior:
#ItsMissActually.
Christian Dior delivered 16 videos reaching almost 8M and
29k Facebook comments.
Miss Dior - The new film
Duration : 1’13’’
Number of views : 4,140,039
Interaction rate: 1.2%
For Valentine’s day, Salvatore Ferragamo delivered the
video with the highest interaction rate. The 30’’ cartoon
belongs to a three-part animated web series and highlights
Ferragamo’s romantic bracelet.
Ferragamo | A Florentine Romance
Duration : 30s
Number of views : 1,113
Interaction rate: 34.4%
TOP VIDEOS
Louis Vuitton owns the 3rd best-performing video per views, where the new V
Line leather good collection is presented together with pro skater Alex Olson.
The 54 second video belongs to a series of videos from the Louis Vuitton
Movers campaign.
Watch here : Louis Vuitton Movers #2 - Alex Olson, Los Angeles
Views : 1,092,257
Interaction rate: 0.21%
In February, Burberry released 6 videos, with The Highlights of the Burberry
Womenswear Autumn/Winter 2015 Show being one of the best videos per
combined views and interaction rate.
The video highlights the best moments of the Womenswear Autumn/Winter
2015 show and features Cara Delevingne, Jourdan Dunn, Kate Moss, Naomi
Campbell, Sam Smith and Maggie Gyllenhaal
Watch here: The Highlights of the Burberry Womenswear
Autumn/Winter 2015 Show
Views : 129,250
Interactions: 0.02%
TOP VIDEOS
Hermès created 3 videos in February. The brand’s best performing per
combined views and interaction rates lets the imagination run free in the form
of a fluid and aerial ballet, danced by Hermès’ personified beautiful products
showcasing the brand’s new Spring collection.
Watch here: Hermès - La Flânerie
Views : 38,939
Interactions: 12.3%
Publishing only 5 videos in February, Chanel is the 2nd best performing brand by
number of comments and 2nd best performing brand by views. In February
Chanel allowed consumers “a view into the eyes of a man (...) who knows his
freedom has no limits” with the 1-minute video
“Bleu De Chanel: The Film Ft. Gaspard Ulliel” which gathered more than
1.6million views and 0.2% interaction rate.
Yves Saint Laurent is the 3rd most active brand with 13 videos published and
ranks 7th for number of views. YSL’s success in views derives mostly from the
new video “Nuovo Mascara Volume Effet Faux Cils di YSL - 20s “ (888k views).
In this black and white video, which was already trending in January, Cara
Delevingne wears the new mascara dancing on rock music in a beautiful ancient
villa.
Hugo Boss is the 2nd most active brand with 14 videos published after Christian
Dior which owns 16 videos. The brand published a range of videos featuring
interviews about Hugo Boss’ shows. The best video of the brand features Dakota
Johnson in a 15-second interview with regards to the new Boss Womenswear
Fall / Winter 2015 Collection. The video reached 11K views and 4.1% interaction
rates.
VIDEOS OF BEST PERFORMING BRANDS
Bottega Veneta is the 3rd best performing brand per views with more than 1.5
million views, followed by Christian Dior and Chanel. The brand’s success comes
essentially from the video: Emotion Of Sound – Trailer where Fashion meets
Dance. The video reached more than 1.5M views, using ballet and modern dance
to showcase the brand’s spring and summer 2015 collections.
Brand Video nameNumber of
Views
Interaction
RateVideo Length
Christian Dior Miss Dior - The new film (Official) 4,140,039 0.2% 1’13’’
ChanelBleu de chanel: the film ft. Gaspard Ulliel
1,682,010 0.2% 1’02’’
Bottega VenetaEmotion of sound – trailer
1,541,037 n/a 1’00’’
Louis Vuitton Louis Vuitton Movers #2 - Alex Olson, Los Angeles 686,387 0.4% 1’32’’
Alfred Dunhill Dunhill London Autumn/Winter 2015 Runway Show 402,045 0.0% 7’40’’
Yves Saint
LaurentNuovo Mascara Volume Effet Faux Cils di YSL - 20s 197,848 n/a 0’42’’
Gucci Gucci Women's Fall 2015 167,407 0.1% 7’28’’
ArmaniEmporio Armani - Behind the Scenes of 2015 Spring
Summer Campaign ft. Calvin Harris152,662 1.3% 1’23’’
Moncler Moncler Grenoble Fall-Winter 2015/16 #lovefactory 112,000 0.4% 7’53
Ermenegildo
Zegna
Z Zegna SS15 Men's collection: Techmerino
Sneakers109,309 0.02% 0’52’’
Data from the Teads Labs - snapshot for the month of February.
Views and interactions may vary significantly after the data collecting date.
APPENDIX – TOP VIDEOS
REINVENTING VIDEO ADVERTISING
LUXURY VIDEO BAROMETER
WATCHES & JEWELLERY
February 2015
Tiffany & Co
Cartier
Rolex
Swarovski
Bulgari
Tag Heuer
HUBLOT
IWC
AP
Chopard
H.Stern
Piaget
Van Cleef & Arpels
GP
VC
- 5
5
15
25
35
45
55
65
75
-500 000 - 500 000 1000 000 1500 000 2000 000 2500 000 3000 000 3500 000 4000 000
TOP BRANDS – POPULARITY MAPPING
Hublot stands out for its brand activity.
The brand published 64 posts on Facebook in
February and 7 videos on YouTube, ranking 2nd
in terms of views.
Cartier has the best performance with 3,7M
views. The brand has the largest fans
community on YouTube with 61,5k subscribers.
On Facebook, the brand is ranked 6th for the
number of fans (3,5M).
Tiffany & Co is the most popular brand and it’s
the 3rd best brand per views with 180k views
and 2.61% interaction rate.
Activity
Facebook posts + videos (Instagram +
YouTube)
Performance
YouTube (Views+ Comments + Likes) +
Facebook (Likes + Comments) +
Instagram (Likes + Comments)
Popularity
Facebook Fans + YouTube Subscribers +
Instagram Followers
Ac
tivit
y
Bubble size : popularity
Performance
After Hublot the second brand with the highest activity is Ralph Lauren followed by Tag Heuer and
Swarovski. Ralph Lauren is the most popular brand with 8.3M fans on Facebook. Tiffany & Co has also a
really good performance.
Bubble size : popularity
Ralph Lauren
Tiffany & Co
Rolex
Swarovski
Bulgari
Tag Heuer
IWC
Panerai
Audemars Piguet
Chopard
Montblanc
H.Stern
Piaget
Jaeger-LeCoultre
Van Cleef & Arpels
BreitlingGirard-Perregaux
Vacheron Constantin
- 10
-
10
20
30
40
50
60
-100 000 - 100 000 200 000 300 000 400 000 500 000 600 000 700 000 800 000
TOP BRANDS – POPULARITY MAPPING (2)
Performance
Ac
tivit
y
Cartier reaches the highest number of views with almost 4.4M views. The brand is followed by Hublot (591k views) and
an interaction rate of 0.1%. Miranda Kerr, Bar Refaeli and Michael Buble’ appear within the top 10.
While Cartier and Rolex have the highest video lengths with 6’26’’ and 10’5’’, respectively while still mantaining high
interaction rates due to the quality of their content.
Source: YouTube & Teads Labs
6’26’’ 1’36’’ 0’38’’ 1’23’’ 10’5’’ 0’51’’ 2’03’’ 1’06’’ 1’93’’ 2’01’’
4,399,000
591,513
363,950179,011
12,060 10,154 1,924 1,706 1,240 1,2350.5% 2.2%
40.1%
17.5%
0.2%
30.2%
2.1%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000
Cartier - TheProposal
Hublot welcomesbar refaeli
Swarovski_MirandaKerr brilla
Tiffany & Co_WillYou?
Rolex and the Arts -Michael Bublé
Unlimited - BreitlingTV commercial
60 Seconds of#IWCPortugieser
PatekPhilippe_Global
Generations Film
Zenith Watches_ElPrimero StratosSpindrift racing
Montblanc_Craftingthe perfect nib
BEST VIDEOS PER VIEWS AND INTERACTION RATE
Number of views Interaction rate
TOP VIDEOS
SHARE OF VIEWS AND INTERACTIONS
Brands that performed very well in share of views are not the
ones which rank top in interactions.
The 2 minute video, Zenith Watches_El Primero Stratos
Spindrift racing, puts Zenith Watches in the top brand by
share of interactions reaching 21% with just 4 videos.
Rolex reaches the second best brand per shares of
interaction with 20%.
The category « Other brands » include brands with lower
share of interactions such as: Audemars Piguet, Van Cleef &
Arpels, IWC, Cartier, Chaumet, Tag Heuer, Hublot,
Swarovski, Piaget and Pomellato.
Share of Interactions = Brand’s YouTube
and FB Interactions / Total Interactions
21%
20%
14%
12%
8%
5%3%
2% 2% 1%
5%
0%
5%
10%
15%
20%
25%
ZenithWatches
Rolex Breitling HYT Corum DeGrisogono
PatekPhilippe
Montblanc Tiffany & Co AudemarsPiguet
Others
BRAND’S SHARE OF INTERACTIONS
74.5%
11.8%8.3%
3.6%0.7% 0.4% 0.3% 0.1% 0.1% 0.1% 0.2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Cartier Hublot SwarovskiTiffany & Co Breitling Rolex Ralph LaurenZenith WatchesMontblanc IWC Others
BRAND’S SHARE OF VIEWS
Watches and jewellery brands generated more than 5.5M
views. Cartier holds the largest share of views (74%) thanks
to The Proposal. Hublot follows with 11% share of views
across 7 videos. Hublot’s success is mostly a result from
their good performance with a video presenting their new
brand ambassador, Bar Rafaeli. Swarovski is on the top 3
brands per share of views gathering 8% share of views with
its 20 videos.
Share of Views = Brand’s YouTube Views / Total Views
Cartier pays tribute to love in the best performing video
of the month.
"The Proposal“ is one of Cartier’s 4 videos of February
and it was created as to celebrate love on Valentine’s
day. In the video three love stories end with proposals
delivered in Cartier’s symbolic red box.
Cartier - The Proposal
Duration : 6’27’’
Number of views : 4,399,000
Interaction rate: 0.7%
TOP VIDEOS
Rolex ranks best in interaction rates by gracing the wrists
of legendary performers.
Rolex’s rich heritage is highlighted in the video Rolex and
the Arts - Michael Bublé where it celebrates the passion
for the past, present and future together with artists from
around the globe.
Rolex and the Arts - Michael Bublé
Duration : 0’52’’
Number of views : 12,060
Interaction rate: 40%
Hublot ranks 2nd for number of views, however the video doesn’t perform too
well in interactions. Hublot published 7 videos in February with Hublot
welcomes supermodel Bar Refaeli as new ambasassador being the most
popular video. The video counts 591,513 views and celebrates the top model
looking at the luxurious materials used in Swiss watches.
Hublot welcomes supermodel bar refaeli as new ambasassador
Duration : 1’37’’
Views: 591,513
Interaction rate: 0.05%
In its best video Breitling shows that “one may be uncompromising regarding
the quality of its “instruments for professionals” and yet still be capable of
communicating with humour and a subtly sexy touch” in a breath-taking
commercial that features two of the world’s most high-performance aircraft:
the P-51 Mustang “Strega” and the P-51 Mustang “Voodoo”,
Unlimited - Breitling TV commercial
Duration : 2’03’’
Views: 10,154
Interaction rate: 18%
TOP VIDEOS
Zenith’s creative, El Primero Stratos Spindrift racing is the best video per
interaction rate. In this 2-minute video the brand follows a daring young
professional sailing racing team.
El Primero Stratos Spindrift racing
Duration : 2’02’’
Number of views : 1,240
Interaction rate: 30%
Tiffany & Co ranks 4th by number of views with more than 180k
views. Tiffany & Co’s best video counts 179,011 views and 2.2%
interaction rate. In the 1’23’’ video Tiffany & Co. celebrates love
through its engagement rings in the layered stories of the clip Will
You? .
Tiffany & Co is 5th by number of YouTube subscribers in the
watches & jewellery category, reaching 14,515 fans.
Swarovski was the most active brand with 20 videos published
in February. The brand shows efforts to publish shorter videos
with the best performing one - again coming from the brand’s
Italian YouTube channel, as in January and December:
Miranda Kerr brilla con il nuovo spot di San Valentino, which
showcases Swarovski’s Valentine’s Day gift ideas in a 22’’ video
starring their muse.
VIDEOS OF TOP BRANDS
Rolex is the best brand per combined views and interactions.
The brand has the 2nd largest number of fans in its best
performing video:
Rolex and the Arts - Michael Bublé. In this 30’’ video, Rolex
encourages individual excellence and the pursuit of perfection by
making a unique and lasting contribution to culture around the
world.
Brand Video nameNumber of
Views
Interaction
RateVideo Length
Cartier Cartier - The Proposal 4,399,000 0.2% 6.27
HublotHublot welcomes supermodel Bar Refaeli as
new ambasassador591,513 0.2% 1.37
SwarovskiMiranda Kerr brilla con il nuovo spot di San
Valentino363,950 0.0% 0.38
Tiffany & Co Tiffany & Co_Will You? 179,011 0.4% 1.23
Rolex Rolex and the Arts - Michael Bublé 12,060 40% 0.30
Breitling Unlimited - Breitling TV commercial 10,154 0.0% 2.03
IWC 60 Seconds of #IWCPortugieser 1,924 0.1% 1.02
Patek Philippe Patek Philippe_Global Generations Film 1,706 1.3% 1.93
Zenith WatchesZenith Watches_El Primero Stratos Spindrift
racing1,240 0.4% 2.02
Montblanc Montblanc_Crafting the perfect nib 1,235 0.0% 1.37
Data from the Teads Labs - snapshot for the month of February.
Views and interactions may vary significantly after the data collecting date.
APPENDIX – TOP VIDEOS
