Industry and campaign analysis of content trends and strategic practices across Facebook, Twitter and Instagram for 9 luxury fashion brands. The brands analyzed are Burberry, Louis Vuitton, Chanel, Dior, Versace, Gucci, Armani, Dolce & Gabbana and Calvin Klein.

1. 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

2. About This Report
Luxury 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.

3. Numerous campaigns, many with strong engagement rates
Chart: 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

4. Industry content overview: General posting behaviors
Chart: 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.

5. Versace
#versacecelebrities

6. #versacecelebrities campaign analysis
Chart: 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.

7. #versacecelebrities campaign top posts
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: Celebrities, a proven
quantity in terms of
engagement, make an
excellent campaign theme.

8. Dior
#diorjadore

9. 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

10. 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

11. Louis Vuitton
#CelebratingMonogram

12. #CelebratingMonogram campaign analysis
Chart: 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.

13. 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

14. 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

15. 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

16. © 2014 Zuum
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