TARGETING WEALTH MAKES SENSE – BUT MONEY ISN’T EVERYTHING.
The success of luxury advertising is in mastering the perfect balance between building the desire of the exclusive, whilst making it tangible enough to buy. Standing out is the name of the game, as it is for any brand.
We’re beginning to see signs that perhaps luxury advertising is shifting away from what might be considered a more aloof and elitist past.
The pursuit of prestige and the preservation of status has become more multi-dimensional than perhaps it once was, as stars share their luxurious lives on Instagram and Facebook, luxury brands are having to drop their guard, becoming more fallible, more personal to make a more meaningful connection with consumers. After all, money isn’t everything. Right?
The highest income bracket was generally far more emotionally engaged across the videos within the study.
AVOID THE ‘LOOKBOOK’
Videos that are just lovely moving images don’t cut it – an emotional connection must be made with the viewer.
TELL RELATABLE STORIES
A story that a viewer can understand, follow and relate to yields a stronger emotional reaction compared to those that don’t.
Recognisable stars may grab attention, but it’s the story that helps make the more important emotional bond.
UNLOCK THE FULL LUXURY STUDY
See how these major luxury brands performed, discover why some were successful and others fell short in emotionally enaging the consumer.