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Luxury brands are leveraging effective brand advocacy strategies and influencer partnerships to drive traffic, revenue, and global reach, with notable successes from Dolce & Gabbana’s APAC engagement to Tommy Hilfiger’s creative campaigns and Burberry’s dominance on Chinese platforms.
Published On: January 28, 2021
Maximizing Brand Advocacy in the Digital Age
With the digital market booming, an effective brand advocacy strategy has transformed from a “nice to have” to a necessity for driving traffic, revenue, and reaching global audiences.
To help you assess the effectiveness and virality of your campaigns, we’ve outlined the top ways that luxury powerhouses are tapping into wider demographics to promote events, product launches, and generate brand awareness in target regions.
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Widely recognised for bringing its Italian authenticity to global audiences, @dolceandgabbana’s influencer partnerships helped the brand reach over 332m APAC users in 2020 alone, with Engagements increasing by over 300% between January and December.
By partnering with South Korean influencer Chung Ha @chungha_oficial across 7 Instagram posts, Wearisma’s audience data shows that Dolce & Gabbana were able to tap into Chungha’s mostly female audience, spanning South Korea, North America and Ireland. Moreover, when mentioning beauty or luxury-related products or topics, Chunga’s average Engagement Rate increases to 6.69%, which is triple the industry average in APAC regions.
Looking into an influencer’s audience data through sources like Wearisma’s 300k+ vetted influencer profiles is key to selectinging the right influencers to engage with the audiences that speak to your brand’s target markets.
This is especially true for identifying organic content on emerging platforms, such as TikTok. With 234k followers, Japanese virtual influencer Imma’s (@imma.tokyo) TikTok about Dolce & Gabbana surpassed 178% in Engagement Rate, which is almost 5x the market average for a following of her size. As Imma’s Instagram followers have steadily doubled over 6 months, working with innovative KOLs, like Imma, appears to be a promising tactic to reach new demographics.
The beloved all-American brand Tommy Hilfiger’s #ThisIsImpact campaign was highly successful, collaborating with European musical influences, such as James Bay and Wincent Weiss for the release of its new scent, Impact. Spanish musician Sebastian Yasta (@sebastianyatra) was the top performer for the campaign, contributing to over a third of the campaign’s overall Engagements with 650K across 4 posts. With a 74% male audience in Spain (87%), Argentina and Chile, Yatra was an excellent choice for the men’s fragrance, which recently launched in Latin America. Ensuring that the audience of your chosen influencers aligns with your target demographic is a sure fire way to achieve success.
For its store opening in Manchester, England, Tommy Hilfiger also partnered with the 19-year-old TikTok stars, The Sharp Twins (@thesharptwins). Their strategy of transitioning their #gifted partnership into a paid #ad proved successful, generating 904K Engagements and becoming the top performer for Tommy Hilfiger’s sponsored TikTok content in December. Tracking and measuring your gifting campaigns in real-time can in turn not only produce the most effective return on investment, but also allows you to understand which advocates truly speak to your brand and target demographic.
Similarly, luxury brands have been steadily adopting TikTok as a way to tap into younger audiences and cultivate brand loyalty as they begin to invest in luxury purchases.
Iconic British luxury brand, Burberry, is a prime example of how a campaign can successfully tap into global audiences. Burberry’s ongoing #Burberry心春由你# campaign collaborates with influencers on the Chinese platform, Weibo, to promote its “Heart Spring By You” micro-film, entwining nature and discovery with its limited edition 2021 Chinese New Year Capsule Collection.
According to Wearisma data, Burberry’s posts reached over 109 million followers, suggesting that Burberry’s tactic of partnering with mostly large-scale influencers was highly successful for generating awareness in China.
Positioning your brand amongst the 500+ million monthly active users on Weibo is an exciting challenge made easier with Wearisma’s advanced APAC capabilities.
For example, using Wearisma’s tools and expertise, a global luxury brand saw their mentions double and achieved an 83% growth in Engagement on Weibo in 2020.
As social media consumption continues to surge with the world at home, creating unique and data-driven influencer campaigns that speak to your audiences is key to ensuring the growth of your brand amidst the ever-changing climate.
Interested in seeing how we can help you understand the metrics behind your campaigns? Get in touch to see Wearisma in action!
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