luxury brand social media case study

Academia.edu no longer supports Internet Explorer.

To browse Academia.edu and the wider internet faster and more securely, please take a few seconds to  upgrade your browser .

Enter the email address you signed up with and we'll email you a reset link.

• We're Hiring!
• Help Center

Social media fostering happiness management: three luxury brands case study on Instagram

2021, Corporate Governance

Purpose-This paper aims to increase the understanding of luxury brands' branded content strategies concerning follower's engagement generated or not by happiness and well-being feelings spread in their branded content. Design/methodology/approach-This study sample was composed of three of the most relevant luxury brands nowadays: Manolo Blahnik, Loewe, y Balenciaga. To address this research, an exploratorycorrelational quantitative methodology was chosen; hypotheses were contrasted using ANOVA analysis with the SPSS software. Although the study can be considered quantitative, the first step of qualitative analysis was applied for content analysis with NVivo QSR software, categorizing all posts (N = 192) into three categories. Findings-The dissemination of branded content and corporate social responsibility, despite being different in each case, show in general an interaction and affective commitment with their stakeholders. In the specific case of Manolo Blahnik and Loewe, they have prioritized their content, in the context of the pandemic, in posts related to social welfare, happiness, mental and physical health care. There are significant differences in the interaction with their audience, which respond very favorably to both ''Happiness'' and ''Health and safety'' content. Originality/value-This study reveals how corporate social responsibility can be achieved using efficient communications in social networks. In this way, the perception of the image of the sector and the reputation can be improvedboth sectoral and organizationalwhich unquestionably translates into economic gains for the brands.

Related Papers

Media and Communication

Bárbara Castillo-Abdul , Estela Núñez-Barriopedro

Social networks have become crucial communication channels for brands through awareness, engagement, and word of mouth. Instagram is firmly positioned as a direct gateway between brands and consumers, as it became the fifth most-used social network globally in 2021. As such, branded content is expected to increase the brand's likability, by capturing the interest and attention of the consumer, which could differ depending on what social media platform is used. This study aims to analyze whether there is a relationship between the branded content published on the Instagram profile of luxury brands (Manolo Blahnik and Loewe) and the interactions of and with its followers, focusing on branded content communication associated to industrial, social responsibility, and commercial issues. A correlational study is presented using a quantitative methodology to test the hypotheses through an ANOVA analysis. The results show which type of content is more productive on Instagram's social network profile, helping diffusion of the firm, as it provokes more reactions from followers when using branded content related to social responsibility. It is also worth noting the extent of the interactions that branded content shows within the brand, whose influence is detected not in averages but in reach. The study's conclusions allow us to affirm that branded content directly impacts brand reputation, generating positive engagement in all the cases analyzed. The study contributes to a better understanding of the branded content effect on consumers.

Publications

Bárbara Castillo-Abdul , Mónica Bonilla-del-Río , Estela Núñez-Barriopedro

Social networks are particularly significant in marketing and advertising because they provide platforms that offer interactive network channels to develop consumer brands. Among the most useful platforms of this type for capturing leads for businesses of the business to customer are Facebook ®. In this sense, this research aims to analyze the degree of influence and relationship between Branded Content and the social media consumer interactions of the luxury fashion firm Ma-nolo Blahnik in the mentioned network. This analysis allows us to see what type of content is more effective in social networks. To do this, an exploratory study was implemented with a review of the literature, followed by a correlation study, with hypothesis set to be contrasted through ANOVA analysis with SPSS software. The conclusion is that social networks facilitate interaction between brands and their followers, allowing the content and messages disseminated to achieve greater impact and commitment to the public and, therefore, increase the engagement between the brand and followers.

Simona Vinerean

Social media offers marketers a broad set of instruments to connect to targeted customers in a personalized and interactive manner. Different social media platforms enable different innovative strategies for an organization’s social media presence. In this framework, Instagram has become a popular social media platform for luxury fashion brands. This paper explores the area of luxury fashion brands on Instagram by focusing on key practices that should be implemented in a social media marketing strategy. The main objectives of this study are: (1) the present the concept of luxury brands, (2) to examine the social media marketing of luxury brands aimed at driving consumer engagement, (3) to assess the marketing practices of luxury fashion brands on Instagram, especially as they relate to influencers and celebrity endorsements.

Fundiswa Mashabane

Strategic communication is an emerging and evolving paradigm of communication. The role that it has played in revolutionising communication and introducing sustainable purposeful communication has resulted in a number of organisations and brands’ success. Brand resonance and corporate social responsiveness are key concepts that encompass strategic communication because they place stakeholder needs and emotions at the centre of all brand communication for the purpose of achieving organisational objectives. The evolution of communication over the years has welcomed new mediums of communication such as social media platforms. Social media has become an intrinsic part of disseminating brand messages and maintaining stakeholder relationships. Social media content creators have a vital role in ensuring that communication is relevant to stakeholders, especially consumers of the brand as well maintaining the relevance of the brand. However, consumers are ever growing, evolving and multi pluralistic, placing great pressure on social media content creation and brand alignment for organisations. The study seeks to understand the perceptions of social media content creators guided by the theory of cocreation using q methodology as the guiding methodology that is characterised by its use for understanding social perspectives of a particular topic. The study draws conclusions and address three research objectives that look to add to the field of strategic communication

Tomasz Dryl

The presence of luxury brands in social media is getting more intensive. Although the management of luxury product, requires the use of specific marketing tools, manufacturers of luxury goods undergo the current trends, engaging in activities such as blogs, tweets, social networks. Until recently, the presence on social networking sites such as Facebook, was considered in the category of threats to corporate reputation. Nowadays, many luxury brands treat Facebook as a mandatory tool of creating their image. The aim of article is the analysis of the activity of manufacturers of luxury goods on Facebook. Because of strong transparency of the fashion industry, the considerations set out in the article focus precisely on this sector.

Journal of Theoretical and Applied Electronic Commerce Research

Amadea Agapie

As consumers spend more time on social media, brands can take advantage of this opportunity to better serve and communicate with their followers. Still, given the characteristics of luxury, luxury brands may be reluctant to use social media. To determine the extent to which Millennials and Generation Z consumers perceive compatibility between social media marketing and luxury brands, a purposive sampling technique was employed. We collected data from 303 Romanian visitors of the Facebook page entitled Do You Like Luxury? This page, with postings from luxury producers, was specially created and sponsored in order to raise interest in completing the questionnaires. For data analysis, we used statistical tests, including confirmatory factorial analysis, regression, and independent-samples t-test. Our research shows that, for Millennials and Generation Z, luxury brands are compatible with social media apps as marketing channels. Even in the case of inadequacy, managers can still use the...

Global Media Journal

Celal Kocaömer

Social media platforms have significant potential for establishing a dialogue based communication between brands and their target groups. In this study, Instagram which is frequently used among social media platforms is investigated. With the assumption that the brands that succeeded in Instagram will use the dialogic communication principles more efficiently, five brands which were found to perform best on Instagram according to SocialBrands data have been examined. These brands are Netflix Turkey, Farmasi Turkey, Turkish Airlines, Madame Coco and LC Waikiki. Within the scope of this information, the aim of this research is to determine how these five brands use Instagram for dialogic communication. Quantitative content analysis method was used in the study. As a result of the evaluation of the data, it has been determined that brands use Instagram feed posts and stories effectively in terms of dialogic communication. In addition, it has been found that brands actively respond to comments made under their own posts. In the light of this information, when Instagram profiles, feed posts, stories and comments are evaluated as a whole, it is seen that top performing brands use Instagram efficiently in terms of dialogic communication.

Companies consider social media-based consumer engagement behaviors such as sharing, content creation, and reviews for brands as more valuable than "liking" or consuming brand content. Studies show that branded content shared or created by consumers on social media may drive more brand awareness and loyalty than "likes" (Adweek, 2013). Global companies are increasingly focusing their efforts on motivating consumer-driven content creation (e.g., Coca-Cola #shareacoke and Apple #ShotoniPhone; Sprout Index, 2018). However, marketing practitioners are only recently beginning to understand social media audiences who engage in such activities (Adweek, 2018). This study posits that human values can be used to identify and segment audiences for social media-based valuable brand activities. Three online surveys were conducted with Facebook, Twitter, and Instagram users (ages 18-34) on Amazon Mechanical Turk (N = 491). The relationship between social media users' values and their reported social media activities was examined. Findings indicate that the human values examined (conservation, self-enhancement, openness to change and self-transcendence) are significant drivers of valuable brand-related social media activities. Companies should address conservation-driven users in order to elicit brand sharing and creation activities. Companies should target conservation-driven users for sharing promotions, self-enhancement-driven users for sharing informational content and writing of product reviews, and openness to change-driven users for user-generated content. Bussinesses should further highlight their corporate social responsibility efforts as a negative relationship is found between users' self-transcendence values and brand activities. Recommendations are provided on how brandscan address users' values in their social media marketing to motivate sharing of branded content and content creation.

Gilberto Sarfati

Roger Campione

RELATED PAPERS

Nihon Kessho Gakkaishi

shazia shafique

Yukie Nagai

pavel babal

Noelia Luzar

International Journal of Medicine in Developing Countries

sarah aljishi

vikas sarswat

Cambridge Journal of Regions, Economy and Society

Rikard Eriksson

Francisco Platas

Cara Buka Grosir Sembako

harga jualgrosir

Geoplanning: Journal of Geomatics and Planning

dewayany sutrisno

Oleg Yermakov

Emelda Davis

Bożena Krupa

Extensionismo, Innovación y Transferencia Tecnológica

Daniel Nazario

Case Reports in Clinical Pathology

Delia Hernandez

Dadang Firdaus

Journal of Fusion Energy

Keshav Walia

Jasenka Katarina Markeljević

Veterinary Parasitology: Regional Studies and Reports

Senad Prasovic

Ecological Processes

María Vanessa Lencinas

Série Educar- Volume 3 – Tecnologia

Sabrina Bleicher

London School of Economics Human Rights Blog

Carolyn Cocca

Jean Barbey

RELATED TOPICS

•   We're Hiring!
•   Help Center
• Find new research papers in:
• Health Sciences
• Earth Sciences
• Cognitive Science
• Mathematics
• Computer Science
• Academia ©2024

Social media fostering happiness management: three luxury brands case study on Instagram

Purpose This paper aims to increase the understanding of luxury brands’ branded content strategies concerning follower's engagement generated or not by happiness and well-being feelings spread in their branded content. Design/methodology/approach This study sample was composed of three of the most relevant luxury brands nowadays: Manolo Blahnik, Loewe, y Balenciaga. To address this research, an exploratory-correlational quantitative methodology was chosen; hypotheses were contrasted using ANOVA analysis with the SPSS software. Although the study can be considered quantitative, the first step of qualitative analysis was applied for content analysis with NVivo QSR software, categorizing all posts (N = 192) into three categories. Findings The dissemination of branded content and corporate social responsibility, despite being different in each case, show in general an interaction and affective commitment with their stakeholders. In the specific case of Manolo Blahnik and Loewe, they have prioritized their content, in the context of the pandemic, in posts related to social welfare, happiness, mental and physical health care. There are significant differences in the interaction with their audience, which respond very favorably to both “Happiness” and “Health and safety” content. Originality/value This study reveals how corporate social responsibility can be achieved using efficient communications in social networks. In this way, the perception of the image of the sector and the reputation can be improved – both sectoral and organizational – which unquestionably translates into economic gains for the brands.

• Related Documents

For the sustainability of the forests, the tigers and the tribals: Royal Bank of Scotland in the Kanha-Pench corridor, India

Theoretical basis Poverty, business strategy and sustainable development. International development planning and poverty alleviation strategies have moved beyond centralised, top-down approaches and now emphasise decentralised, community-based approaches that incorporate actors from the community, government, non-governmental agencies and business. Collective action by Bottom of the Pyramid residents gives them greater control in self-managing environmental commons and addressing the problems of environmental degradation. Co-creation and engaging in deep dialogue with stakeholders offer significant potential for launching new businesses and generating mutual value. The case study rests on the tenets of corporate social responsibility. It serves as an example of corporate best practice towards ensuring environmental sustainability and community engagement for providing livelihood support and well-being. It illustrates the tool kit of building community-based adaptive capacities against climate change. Research methodology The field-based case study was prepared from inputs received from detailed interviews of company functionaries. Company documents are shared by the company and used with their permission. Secondary data accessed from newspapers, journal articles available online and information from the company website. Case overview/synopsis The case study is about the coming together of several important agencies working in the areas of forest and wildlife conservation, climate change adaptive planning for ecosystems and communities, social upliftment and corporate social responsibility in the Kanha Pench landscape of Madhya Pradesh in Central India. The challenges are many. For one, the landscape is a rapidly degrading one, if interventions for its revival are not put in place soon enough, it may not only jeopardise the survival of its human inhabitants, which are already living here in poverty, but it will extinguish the chances of the long-term sustainability of the species of tigers living in the protected tiger reserves of Kanha and Pench. Complexity academic level The case study would be helpful for undergraduate and postgraduate students studying sustainability and corporate social responsibility.

Corporate social responsibility and organizational attractiveness: implications for talent management

Purpose Talent management is a twenty-first-century concern. Attracting talented individuals to organizations is an important source for firm competitive advantage. Building on signaling theory, this paper proposes that corporate social responsibility (CSR) can be an important tool for talent recruitment. Design/methodology/approach Across two studies, this paper found support for this hypothesized relationship. In Study 1, a job advertisement was manipulated to include information about CSR and tested it in two groups of 120 master’s degree students who would be in the job market within the year. It was found that CSR was an important factor that increased organizational attractiveness. In Study 2, with 532 external talented stakeholders of 16 organizations, our findings were replicated and advanced by testing whether perceptions of CSR practices (internal and external) influenced perceptions of organizational attractiveness and if this relationship was mediated by organizational reputation. Findings This study found that perceptions of internal CSR practices were directly related to both organizational attractiveness and firm reputation. However, perceptions of external CSR practices were related only to organizational attractiveness through organizational reputation. Research limitations/implications The article’s one of the main limitations has to do with generalizability of the results and the potential common method variance bias. Practical implications The findings demonstrate that CSR can play an effective role in attracting potential employees, through enhancement of organizational reputation and organizational attractiveness. If organizations are willing to implement practices that protect and develop their employees, along with practices that improve the quality of the natural environment and the well-being of the society, they can become an employer-of-choice. Originality/value This study expands on previous studies by including an experimental design, including two types of CSR practices and a mediating variable in this field study.

Corporate social responsibility: a case study in the company of urbanization of Curitiba

Purpose The purpose of this paper is to analyze the commitment to a corporate social responsibility (CSR) practice developed by Company of Urbanization of Curitiba S/A – URBS, located in Curitiba (Paraná), Brazil. The paper observes the CSR practice developed by the company. Design/methodology/approach A descriptive study that used a qualitative approach was held. The research strategy of the research used consisted of a case study. Data were collected through semi-structured, in-depth interviews, documental analysis and direct observation. These data were further analyzed through the content analysis’ perspective. Findings The organization in question, even without obligation, develops a CSR project that contributes to the formation and awareness of young citizens, comprising ethical, voluntary, economical and legal responsibilities. Research limitations/implications Because of the fact that this is a single case study, the results cannot be generalized, representing only the reality of this case. Practical implications The practical implications of this study lies in the attention toward training of students of public schools, especially in aspects of buses and services usage and care for public equity, factors that even contribute to citizenship and the formation of better people and professionals. This will, in the future, contribute to form citizens that are more aware and who will tend to contribute to adequate usage of the transportation system as a whole, resulting in savings for the organization. Social implications The project analyzed in this study contributes to the formation of better citizens regarding the respect and ethical responsibilities they develop toward the public transportation system. Originality/value This paper demonstrates the commitment to a CSC practice made by a mixed-economy organization that develops this practice to contribute to the formation of citizens of the city. The value of this paper lies in the fact that it shows how CSR practices can be aligned with other practices of organizations, contributing to all stakeholders involved in it.

Corporate governance and corporate social responsibility interface: a case study of private equity

Purpose This paper aims to explore why private equity (PE) cares about corporate social responsibility (CSR) of its investees given their relatively short investment time-horizon and how it designs corporate governance (CG) bundle to achieve both financial and CSR goals of the private firms it invests in. Design/methodology/approach Case study design is applied to get deeper insights on the why and how questions posed. Analysis is based on triangulation of secondary data and in-depth interviews with both PE and their investee firms. Findings The authors find that long-term sustainability supported by CSR increases firm value. They also outline specific CG bundle that the PE uses to achieve both its financial and CSR goals. CG mechanisms appeared to reflect agency theory, but even more resource dependence theory. Practical implications The outlined CG bundle could be used as a template for all types of private firm owners to improve both financial and CSR performance of the firm. Originality/value The paper adds to fragmented area of CG and CSR interface. The authors specifically focus on several under-researched contexts of this interface: private small and medium size firms (SMEs), emerging markets and PE investors.

Employee happiness and corporate social responsibility: the role of organizational culture

PurposeThis research explores how does the organizational culture influence internal corporate social responsibility (CSR) actions and the effect of these actions on the level of happiness of employees.Design/methodology/approachThe study adopts an employee perspective since the perception of employees is the unit of analysis. By relying on a sample of 921 workers of firms from different sectors and sizes headquartered in Spain, the empirical analysis is performed using partial least squares.FindingsThe findings evidence that clan and adhocracy cultures highly foster internal CSR practices and that internal CSR activities enhance employees' happiness. The mediating role of internal CSR in the relationship between organizational culture and employee happiness is also found. These results suggest that managers could play a proactive role in fostering internal CSR by designing the organizational culture according to features of clan and adhocracy cultures such as flexibility, innovation, creativity, autonomy, communication, training and support of supervisors.Research limitations/implicationsThe research focuses on a single country, which makes it difficult to generalize the results and guides future research into cross-cultural analysis. Including countries that present differences in their cultural and institutional context would allow to explore the influence of the national context on the business culture, on internal CSR and on employee happiness. This work is also limited in time, as the data used are of a cross-cultural nature.Practical implicationsA greater effort in internal CSR by companies translates into a higher level of happiness for their workers. Specifically, occupational health and safety practices have the greatest influence on employee happiness. Hence, organizations must develop cultures that contribute to promote internal CSR—adhocracy and clan—since this would enhance employees' happiness if the values and beliefs that characterize these cultural configurations are translated into internal CSR practices such as occupational health and safety, work–life balance and equal opportunities.Social implicationsThe improvement of employee happiness creates social value and can be enhanced through an organizational culture that promotes CSR. The research findings might be useful when defining institutional policies to promote job quality, as encouraged by the social policy agenda of the United Nations embodied in the Sustainable Development Goals.Originality/valuePromoting internal CSR through organizational culture will have positive effects for companies internally by enhancing employees' happiness. Therefore, the article contributes to overcome the lack of evidence about the antecedents of internal CSR and its relationship with employees' happiness, an emerging variable in the management literature.

A multiple attribute decision making approach in evaluating employee care strategies of corporate social responsibility

Purpose Corporate social responsibility has gradually become an essential enterprise responsibility under stakeholders’ expectations. Employee care strategies involve both qualitative and quantitative factors and are receiving special attention with the advent of the information age. In previous studies, a company’s policy of employee care may not fit with the needs of the employees. Consequently, the purpose of this paper is to investigate enterprises’ employee care from the employee’s perspective by adopting a hybrid multiple attribute decision making (MADM) model. Design/methodology/approach This study is based on 159 interviews with senior employees and/or department managers using a survey questionnaire. This study uses the MADM model to conduct the analysis. First, this research study used Decision-Making Trial and Evaluation Laboratory (DEMATEL) to construct an influential network relations map of the 4 dimensions and 13 criteria of employee care. Second, this study uses DEMATEL-based Analytic Network Process to conduct a weight analysis for each dimension and criterion. Third, this study uses VIKOR to calculate employees’ level of satisfaction as well as the gap from the “aspired level.” Findings The results of the study revealed the critical factors influencing employee care and proposed a systematic plan to be used as a reference for improvement. The improvement sequence revealed the following order: Equal employment opportunities→Good industrial relations and benefits→Responsibility to train and educate employees→Occupational health and safety. The empirical results showed there was still 35 percent room for improvement in the enterprises’ implementation policy of employee care. Originality/value The implementation of employee care has become an important issue for corporations since it helps to sustain and to increase an enterprise’s competitiveness in the business environment. However, the extant literature on employee care comes from enterprises’ perspectives instead of from employees’ perspectives. This research investigates the key factors of employee care and successfully shows MADM to be an effective model for the planning and implementation of corporate social responsibilities’ employee care from the perspective of employees.

Corporate social responsibility and organizational commitment: effects of CSR attitude, organizational trust and identification

Purpose Drawing from the social identity theory and social exchange theory, the purpose of this study is to examine the intervening mechanisms linking perceived corporate social responsibility (CSR) and employees’ affective organizational commitment. It is proposed that organizational trust (OT) and organizational identification (OID) would serially mediate the aforementioned relationship. Furthermore, this paper attempts to understand how employees’ attitude toward the importance of CSR (ICSR), moderates the linkages under the focus of this study. Design/methodology/approach This descriptive study was conducted among a sample of 519 employees working in the manufacturing sector in India. Self-reporting standardized questionnaires were administered among the respondents, who were selected through the judgment sampling method. Measurement model analysis was done using IBM AMOS 24.0 and Hayes’ PROCESS macro 3.0 (Models 6 and 84) was used for testing the serial mediation and moderated serial mediation. Findings Results revealed a significant indirect effect of all dimensions of CSR on employees’ affective commitment, serially mediated through OT and OID. The conditional indirect effects varied significantly and it was identified that CSR to customers and CSR to employees had a significant conditional indirect effect on affective commitment, through attitude toward the ICSR, OID and OT. However, the conditional indirect effect of CSR to social and non-social stakeholders on affective commitment was not statistically significant. Originality/value This study is pioneering in conceptualizing and empirically testing an integrated theoretical framework that models the influences of perceived CSR, employees’ attitude toward the ICSR, OID and OT on their affective commitment toward the organization. CSR plays a vital role in strengthening the employer-employee relationship and managers should facilitate a work environment that befits the alignment of organizational and individual ethics and values.

Employees’ perceptions of corporate social responsibility and ethical leadership: are they uniquely related to turnover intention?

Purpose The purpose of this study is to investigate the simultaneous effect of ethical leadership (EL) and corporate social responsibility (CSR) on employees’ turnover intention and examine the mediating mechanism in these relationships. Design/methodology/approach The authors conducted a field study of 851 employees across a variety of industries. This study applied partial least squares structural equation modelling for hypothesis testing. Findings The results show that employees’ perceptions of CSR as well as EL are both uniquely and negatively related to turnover intention. The authors also found that employees’ job satisfaction but not commitment, mediates these relationships. Research limitations/implications This study answers the recent call (Schminke and Sheridan, 2017) for ethics researchers to put competing explanations to the test to determine their relative importance. Research limitations have been discussed in the paper. Social implications Through providing empirical support for the positive impact of CSR and EL on employee-related outcomes and creating a decent and empowering work environment, this study provides further support for CSR and EL. As CSR and EL require accountability, responsible management and addressing societal well-being of stakeholders, this study can contribute to the United Nations sustainable development goals. Originality/value Previous research has found that both employees’ perceptions of supervisory EL and CSR are negatively related to employees’ turnover intentions. Yet, researchers know little about their relative importance because these relationships have not been adequately examined simultaneously.

The nexus of corporate social responsibility (CSR), affective commitment and organisational citizenship behaviour in academia

Purpose The purpose of this paper is to advance knowledge on the implications of perceived corporate social responsibility (CSR) on employee levels of commitment and citizenship behaviour (OCB) by investigating a trust-based mediational process in the context of academia. Design/methodology/approach The research data are collected from a sample of 736 academics through a questionnaire based survey administered in different Pakistani universities. The nature of trust-based mechanism underlying the relationships between CSR, affective commitment and OCB is determined through structural equation modelling of the research data. Findings The findings suggest that the perceived CSR is an important predictor of academics’ attitudes and behaviour in universities. Whilst the findings implicate the mediating role of trust in the process by which perceived CSR influences academics’ commitment, trust does not appear to mediate the perceived CSR’s relationship with OCB. Research limitations/implications This study utilises single-sourced and cross-sectional data, which may have resulted in common method bias. Practical implications By furnishing evidence of the beneficial effects of perceived CSR on academics’ levels of trust, commitment and citizenship behaviour, this study provides a business case for universities’ involvement in CSR. The findings are particularly useful to academic administrators and managers who are interested in nurturing positive attitudes and behaviours amongst academic staff. Originality/value There is a paucity of research on CSR in the academic work settings of developing countries. This is the first study to examine the trust-based microfoundation of CSR in the context of academia in Pakistan.

The impact of corporate social responsibility for employees to organisational commitment

This study explores the factors of corporate social responsibility (CSR) for employees affecting organizational commitment, and then measures the impact of CSR for employees to organizational commitment. The study was conducted by surveying 200 employees working for companies in Ho Chi Minh City. The results of the correlation analysis show that CSR for employees influences the organizational commitment. In addition, the regression analysis shows that more specific results such as job autonomy, benefits (the most influential factor) have positive impacts on “affective commitment” of Vietnamese employees. For “continuance commitment” , besides job autonomy, benefits, the factor “training and development” also shows a positive influence. Meanwhile, the factors related to health and safety, the balance between job and life are not as effective as those in other countries

Export Citation Format

Share document.

Case Study: Is Burberry’s Social Media Use the Best Amongst Luxury Brands?

As a brand, Burberry can come across as a contradiction in terms. The company has historically represented old-world British charm, elegance and refinement. Its use of timeless fabrics like tartan, and enduring styles such as its signature trench coat, give the impression of a brand that is quite comfortable with its place in the market. But as we’ll soon see, its recent marketing efforts have been quite at odds with its conservative and traditional reputation .

A Brief Marketing History of Burberry

At 21 years of age, Thomas Burberry, a former draper’s apprentice, opened his first store in Basingstoke in 1856. After gaining a solid foothold in the local market, he made a name for himself in 1880, after introducing gabardine to the public – a waterproof yet breathable fabric perfect for the often inclement British weather.

Burberry’s big break, however, came off the back of World War I. The British war office requested that the company adapt one of its most popular lines, the officer coat, to cope with the challenges presented by the recently developed tactic of trench warfare. The design worked beautifully, and after supplying an incredible amount of uniforms to the armed forces, they released it to the general public at the conclusion of the war, to huge success. The trench coat continues to be Burberry’s most iconic line, and biggest seller, to this day.

Through the 20 th century Burberry focussed on maintaining this brand perception of elegance and refinement , employing the likes of Audrey Hepburn, Humphrey Bogart and Ronald Reagan as brand ambassadors. Up until the late 90s, its place as one of the most iconic British fashion houses was without question.

That all changed with the arrival of the new millennium. An influx of counterfeit Burberry goods entered the market, and were a huge hit with chavs (lower class, often welfare-dependent Brits) and football hooligans alike. In some cases, Burberry patterned clothing was banned from football grounds. The association with Burberry and such unenviable clientele was hugely damaging for the brand. The stock price fell dramatically. Something needed to change.

Burberry’s current success can be traced back to 2006. A new CEO, Angela Ahrendts, was appointed, and her first move was to remove the iconic Burberry check pattern from all but 10% of the brand’s designs, to minimise the association with hooliganism. She also announced that Burberry would aim to be the world’s first fully digital luxury company ; an incredible statement from a company so steeped in history and tradition.

So, have Burberry made good on that promise over the last decade? Let’s have a look at their social media presence to find out.

The Burberry Social Strategy

Over the last decade, Burberry have put a heavy focus on digital marketing . Over 60% of their marketing budget is now spent on digital media, a percentage that comfortably outdoes every other luxury fashion brand. Over the years their social channels have become the centrepiece of this digital strategy , with Facebook, Twitter and Instagram forming their main points of focus.

This focus has been generously rewarded, with Burberry sitting in the top 3 most followed luxury brands on Facebook and Twitter, and in the top 10 on Instagram. No mean feat when you’re competing with the likes of Chanel, Dior and Gucci; noted luxury brand superpowers.

Burberry have worked hard to create a uniform look across all of their social platforms. The content that they use across their accounts, while similar, is subtly optimised to cater to the strengths of each platform; using the live streaming abilities of Facebook , saving artfully minimalist photos for Instagram , and posting the material that will promote audience engagement on Twitter .

Facebook is Burberry’s most popular account , with over 17 million likes. This puts them only marginally behind Louis Vuitton (18 million) and Chanel (17 million) in terms of most followed luxury brands , and, up until recently, they very much owned top spot. Burberry posts quite sparingly, averaging an update every 3-4 days.

The content Burberry use for Facebook is essentially a highlights package of their Twitter feed. They save it for large announcements, or high production value videos. The engagement is solid, with each post enjoying a few thousand likes, although it must be said that this communication is very much one way – Burberry don’t appear to respond to – or even acknowledge – any of their fans’ comments. This lack of engagement could be the reason behind Burberry losing 1 million fans over the course of the last year, and may be an area that could use some improvement.

Facebook specific features are utilised well by Burberry. New lines are announced with a Facebook album’s worth of images. Burberry has also taken to live streaming catwalk shows, most notably their London Fashion Week runway.

Burberry’s Facebook account – September 28, 2016

Instagram provides Burberry with perhaps the brand’s most natural social network fit. The simplicity of the minimalist platform ties in beautifully with the minimalism of much of Burberry’s content, which results in a very successful account. From 7.5 million followers, 50k+ likes and 100k+ video views isn’t an uncommon occurrence ( this video , for example, has 400k+ views).

The content is beautifully created, with an almost even mix of images and videos getting uploaded daily. There is a strong focus on simple beauty, with the photos, and even videos, never too busy or complex. The healthy engagement numbers show that Burberry is doing Instagram as well as almost any fashion house out there.

Burberry’s Instagram account – September 28, 2016

Twitter is the most active of Burberry’s social accounts , with an average of 5 posts uploaded per day. With another 7 million followers, Burberry is behind only Chanel (12 million) in terms of luxury brand Twitter audience size.

While the ‘favourite’ and ‘retweet’ numbers may appear to pale in comparison to those that the Burberry Facebook and Instagram accounts enjoy, it needs to be remembered that a retweet on Twitter is extremely valuable, getting a host of fresh eyes on the content. Burberry were also one of the first brands to make use of Twitter’s ‘Buy Now’ function, back in 2014.

Burberry’s Twitter account – September 28, 2016

Other Social Marketing Efforts

Burberry have always been very comfortable on the leading edge of digital marketing , breaking ground where many other luxury brands feared to tread. They were one of the first major brands to experiment with Snapchat , using it for nothing less than a seasonal product launch. They are currently one of the first brands to use the new Messenger Codes – a new QR code type portal for Facebook Messenger.

One of the company’s most successful social campaigns was initially not intended to spread to social networks at all. Art of the Trench – a 2009 mini-site that collated photos of customers wearing their Burberry trench coats – became so popular that the company expanded it to Facebook, Instagram, Twitter and even Pinterest, using hashtags such as #ArtoftheTrench and #AOTT to spread the word. This campaign truly kickstarted Burberry’s social strategy, adding millions of followers across a host of social accounts.

So Where Does Burberry Sit amongst Luxury Brands in Social Media?

Burberry’s early commitment to digital marketing , and their willingness to try new and exciting marketing avenues, has undoubtedly positioned the company as the pre-eminent luxury brand on social media . The numbers speak for themselves – by the time CEO Angela Ahrendts left in mid-2014, share value had trebled since 2006 (to £7 billion), and Burberry enjoyed the greatest combined social followership of any luxury brand.

While other brands like Chanel have since overtaken Burberry in terms of raw followership numbers, it’s fair to say that this is purely off of the back of brand recognition, rather than doing social better than Burberry does. One small critique would be a lack of engagement with their audience, although the Art of the Trench campaign does show that they can certainly encourage engagement from their fans, albeit more indirectly than replying to messages.

That aside, Burberry’s understanding of each social platform’s strengths, combined with their beautiful content and their digital innovativeness, firm them as the leading digital luxury brand in the world. They’re well on their way to fulfilling that promise made back in 2006.

A Great Way To Stand Out In Social Media

A good way to enhance your brand’s visibility is to embed all of your social networks at once into your website. A social wall allows you to gather every social media post into one digital wall thanks to a hashtag. One wall to rule them all 🙂

Engage your audience in a new way with our Social Timeline template, like this perfect example:

Recent Posts

Social Media Out-Of-Home, the advertising solution that appeals

SocialWall.me Opens Up To Everyone (And To Every Budget)

Best Practices For Slack: 6 Hacks To Save You Time

Social Media & Deep Learning: On The Path To Auto-Magic Moderation

• Supported Platforms
• Data Visualization
• Screen Slider
• Press & Partners
• Brand Guidelines

Gucci, Digital Advertising & Strategy Case Study

With modern times come modern ways of doing things. The world of advertising is unlike the billboards and all-encompassing TV ads. Now, advertising is defined by its personalized touch in reaching segmented audiences that can resonate with a brand more than anyone else. And Gucci is no exception to that approach.  ‍

G & Co. is a world leading fashion & luxury marketing & advertising agency enabling luxury and fashion brands to enhance customer experiences, drive digital transformation, and build a competitive edge

Gucci parent company Kering Group—the owner of Bottega Veneta, Yves Saint Laurent, Balenciaga, Brioni, Stella McCartney, and other fashion houses—has seen enviable growth in the last few years, reporting in 2017 its first three quarter revenues up over 26% on a reported basis compared to 2016. But Gucci has been the forefront and the crown jewel of the Kering group. With Gucci’s earnings composing Kering’s 39% of corporate revenues and posting a 44.5% growth in 2017, it’s safe to say the Italian luxury fashion brand is enjoying a period of prosperity.

What’s contributing to that growth? 

According to Kering chairman and CEO Francois-Henri Pinault, half of Gucci’s sales come from millennials, a generation consisting of 35-year olds and younger. That has been a challenging demographic to reach for luxury brands. What this shows from Gucci is that the attractiveness of the brand’s couture resonates with younger demographics than for the proverbial older generation. 

And while the couture does explain why the brand seems to bode well with a younger consumer, it would be imprudent not to look at Gucci’s advertising strategy. In seeking and attracting the millennial consumer’s attention and dollars, we can accredit Gucci’s success to its well-executed advertising and marketing strategies , which had gone concurrently with a digital rollout. In recent years, Gucci has integrated both a strong digital approach with its in-store dominance for an omnichannel strategy that will be definitive for luxury brands’ success in the coming years. 

Gucci’s omnichannel strategy is a signal that it is going all-in for the demographic that’s visibly championed the luxury brand. Because 98% of today’s luxury consumers can be found online, it will be more important than ever before to tie the success of a luxury brand like Gucci to its eCommerce strategy, social media approach, marketing strategy , and mobile functionalities with its offline capabilities. The result of that means one holistic user experience that is both unique and compelling to modern consumers no matter where they choose to interact with a brand. Sure enough, Gucci’s digital strategy has become holistic in reach and followed in a surge of new luxury converts in addition to longtime patrons.  

It would be criminal to count only Gucci’s digital strategy as the sole reason for its success in recent years. Of course, while helpful, Gucci’s digital approach is only a fraction of the brand’s prosperous growth in revenue and label recognition. Indeed, at the forefront of Gucci’s advertising and marketing strategy is the team that’s directly responsible for the luxury brand’s success: Marco Bizzarri and Alessandro Michele, the CEO and creative director of Gucci, respectively. 

The pair has spearheaded the brand’s various fortifying strengths over the last few years; Bizzarri in business and Michele in the creative center. Since late 2014, when Bizzarri’s helm as the Gucci chief executive began, the question over who would fill the creative director position loomed over him and the brand’s future. 

Bizzarri would ultimately go with the 12-year Gucci veteran in Alessandro Michele, who had been with the company since working under Tom Ford and had been an associate designer to the now-former creative director, Frida Giannini. Bizzarri made the decision after determining he needed someone that could deliver on his vision of creating a culture of “respect and joy, fostering creativity,” adding, “intuition and instinct are more important than rationality.” For the luxury space, where emotion and experiences eclipse rationality, there could not have been a better choice to lead the new direction than Alessandro Michele. 

The two set their roles and responsibilities, Bizzarri taking care of the business side, and Michele to lead the brand’s creative development. Bizzarri does not discuss sales or budgets with Michele, which gives him the creative freedom to express the brand how he believes is best. As to why Bizzarri had done this, the Gucci CEO stated, “You cannot put limits or constraints on creativity.” From there on, the two began a period of covetable growth, and creativity was now the central focus of the Gucci brand.   ‍

Leading Gu cci into th e digital age ‍

The first thing both Bizzarri and Michele agreed on was to take Gucci to a new stage in the brand’s history. No longer would Gucci be beholden to its past success and continue on the same track. One thing was of high importance: innovating the way forward.

The biggest challenge in having been presented with this new opportunity as the new CEO of a luxury brand and a new creative director’s appointment was to stand still, says Bizzarri. But that was not the answer. “We have to empower talents, we cannot always tell people what to do, and there’s no limits to growth if you are exposed to innovation.” 

First to happen as part of this new, innovative approach to Gucci’s marketing strategy was the shift of the face of the brand. The iconic celebrities of Gucci’s past, such as Elizabeth Taylor, Grace Kelly, Jackie Kennedy, would now be succeeded by the modern-day style icons that would resonate with the increasingly younger luxury demographic: Harry Styles, Rihanna, Lady Gaga, Beyoncé, and Salma Hayek. 

And though the Bizzarri-Michele team phased out Gucci’s storied successes in search for new ones better framed for today’s generation of luxury consumers, the resurrection of the GG logo preceded its prominent placing on its new handbags and accessories, with it also restoring the Dionysus buckle for part of its new shoes and bag lines. As a result, six out of seven of Gucci’s best-selling and high-margin accessories have been created by Michele . 

The GG logo comeback doesn’t stop there. With free rein, Michele asked graffiti artist GucciGhost to collaborate with the brand for its fall collection. It’s difficult to imagine any other luxury brand would give this much creative freedom as part of its way forward, much less allowing its logo to be redressed. “But such is the way with Gucci, and it demonstrates the embrace of the changing times and need to appeal to today’s luxury consumer,” says Manuel Gonzalez, head of the luxury digital agency G & Co. “As an advertising agency, we commend Gucci’s willingness to adapt and allow consumers to enjoy the brand as they do. It’s user-generated content and collaborations with some of the biggest icons of today’s world that can excite younger consumers.”

Of course, the digitally savvy Kering group knows Gucci’s advertising strategy goes further by investing in its digital innovation and infrastructure. As an early adopter of eCommerce, the Italian luxury brand knows far too well that the millennial demographic that has surged their market share is always online—again, with 98% of affluent consumers stating they use the internet on a daily basis. This segment of the market desires an authentic experience in a digital medium and, as a result, expects a sincere relation with brands online, especially with luxury brands; if consumers are spending considerable amounts of money on luxury wares, the experience should be just as luxurious. 

It’s precisely that rationale that has seen Gucci invest heavily in its online strategy and infrastructure. Gucci had redesigned their eCommerce site for the first time in 13 years to signal their intention to meet new consumer expectations. New additions to the site included a find in-store option feature, an excellent product information, gift wrapping features, an expanded customer service through phone and e-mail, and a generous shipping and return policy that has since been recently augmented to consider the pandemic-induced disruptions. 

Of course, these leaps in Gucci’s digital transformation are helped in part because of their early adoption of the online world. And while the rest of the luxury world has lost valuable time catching up with the shifting trends in a more digitally-centric world, Gucci has been able to rally loyal customers and uphold its lustrous image through its proactive implementation of its digital strategy while retaining the quintessential aura of exclusivity luxury brands have. 

At the same time, Gucci has benefited enormously from the hip hop culture that has promoted the luxury brand for years. From Kanye West dubbing the new phrase to turn “What’s good?” to “What’s Gucci?” to the 2017 rap hit Gucci Gang visibly flaunting the brand, it’s clear the Kering subsidiary is an admirable luxury house. 

Not surprisingly, this dominance over hip hop culture has also spurred Gucci’s popularity with younger consumers even more than before. In the first half of 2018, Gucci broke record sales, most of which came from consumers under 35. “What this means for Gucci is that its combination of an excellent online experience, admirable consumer affinity, and embrace for innovation has led to the kind of growth that surely translates to success in the years ahead,” says Juan Manuel Gonzalez, founder of UI/UX and luxury marketing agency G & Co.  ‍

Omnicha nnel Strat egy Development ‍

As big as an emphasis as Gucci has put on their online strategy, there’s certainly no denying the luxury brand is reshaping its image for the new age. As of 2017, Gucci had remodeled over a quarter of its boutiques to integrate the in-store shopping experience with its cutting edge digital platform. 

On the more corporate side, Gucci added a 37,000 square foot manufacturing facility in Italy named the Gucci ArtLab to meet the growing demand and produce leather goods in a more sustainable manner—all while staying true to its promise of banning the use of fur in its products. As part of Michele’s long-term creative vision, the Gucci ArtLab serves to house innovative and artistic expression to nurture the brand’s embrace of bold ideas, much like the ones that have elevated Gucci to where it is today. 

It’s impressive, to say the least, the kind of success the Bizzarri-Michele team has demonstrated. Gucci’s hands-off management approach and understanding that the creative side is never to be capped, along with the digital transformation that’s captured the attention of the growing millennial segment in luxury , has led to the sort of admirable expansion of the Gucci brand name that seems to only herald greater growth ahead. We’re excited to see what more there is to come from Gucci’s advertising strategy.  ‍

Exploring the story of Gucci’s rise to the top, the teamwork of Bizzarri and Michele, adventurous creative projects, and smart use of digital technology appear as key elements. As Gucci cleverly fits into current cultural trends and smoothly becomes a part of the digital world, it shares a story filled with useful tips and insights for luxury brands trying to find their way at the crossroads of tradition, innovation, and the digital world.

Their detailed plan, where creativity and planned digital growth join forces, shows a fascinating way forward for brands, carefully balancing respected tradition and lively modern ways. While respecting its rich history, Gucci boldly steps into the digital future, lighting the way for others to bravely follow. From their energetic move to digital to embracing and blending modern cultural changes, their strategies are a beautiful mix of bravery and elegance.

At G & Co., we see not only the bold moves and victories in Gucci's adventures but also notice the detailed plans and special decisions that have launched their successful journey. Building stories for luxury brands, where the excitement of creativity and the accuracy of using data and strategies are super important, needs a strong understanding and skill - an area where we firmly place our expertise.

For those fascinated by luxury and fashion marketing, G & Co. acts as a strong partner. We create unique marketing and advertising plans , carefully lining them up with the dream-like essence of your picky target markets. By combining a past marked by data-driven results with a flexible approach to local and international landscapes, we bring to the table a vital mix of creative energy and strategic wisdom , necessary for winning in this always-changing industry.

Working with G & Co. goes beyond normal agency relationships; it's like teaming up with an expert in the tricky details of the industry, one who is totally committed to delivering real, countable results in a world where the dazzling and data-driven live together.

We invite you to start a journey where your brand’s history and future are turned into a story that connects, captures attention, and converts.

Submit an inquiry to G & Co. on our contact page or click on the blue "Click to Contact Us" button on the bottom right corner of your screen for your convenience. We look forward to hearing from you.

How muc h does Gucci spend o n digital marketing and advertising ? ‍

The most recent annual figures for Gucci’s advertising spend is roughly $567 million, an estimated 11% of Gucci’s revenue.  ‍

What did Gucci do f or a digi tal transformation? ‍

Gucci’s digital transformation is unique in that it was one of the first brands to embrace eCommerce in the early 2000s. Thanks to Kering’s early conviction that the online medium would ultimately become necessary, and the bold leadership at Gucci, the luxury brand has gone further to encompass features such as a “find in-store” feature, descriptive product information, gift wrapping features, and customer service through phone and email—all components of a strong online strategy that is certain to give Gucci the edge over its competition.  ‍

What is Gu cci’s digital strategy? ‍

Gucci’s digital strategy recognizes who their target audience is, knowing where they spend their time and meeting them where they are to engage them. 

Given that Gucci’s social media exposure includes inviting artists like GucciGhost to recreate their patterns as part of their advertising strategy, we can only assume that the luxury brand’s efforts to reach out to their younger audience are certainly working. 

Kering, the parent company to Gucci, has shifted its communication budget to 40% digital, up from 20% just four years ago. This can only mean that Gucci sees greater returns for investing in its digital marketing strategy . As a luxury marketing agency, we commend this approach and are confident it will mean even more growth in Gucci’s long-term vision.   ‍

What is Gucci’s cu stomer ex perience (CX)? ‍

No matter the medium, Gucci has taken an approach of “brand first, channel second” for its customer experience. That philosophy is essentially what has propelled the brand to invest in its omnichannel strategy to more fully engage shoppers either in-person or online. The consistency with which Gucci has tried and excellently carried out is part of the reason why it has stood out for consumers and only accelerated the brand’s digital presence. ‍

Who is Gucci’s tar get market/custo mer? ‍

Half of Gucci’s sales are attributed to consumers 35 years old and younger, meaning their target market is the millennial and Generation Z consumers who are typically more online savvy than most other consumers. Gucci’s target customers are those who value self-expression and want a brand that values creativity and innovation.  ‍

Wh at is luxury bra nd digital marketing , how is it different? ‍

Because of the brand positioning, a luxury brand’s digital strategy will have to look different than any other brand’s in terms of how it engages with customers, showcases its products, and communicates its value. 

Instead of the push promotion strategy, luxury brands need to pull consumer interest through relevant and engaging content. How a luxury brand chooses to pull that interest is for them to choose. 

Have a question about luxury digital marketing? Shoot us an email at [email protected] . ‍

Why is U I/UX impo rtant for luxury brand eCommerce stores?‍ ‍

A good user interface (UI) and user experience (UX) is essential for any eCommerce store in that it helps browsers easily navigate a website for the sole purpose of making their customer journey easier to finish. Most importantly, an eCommerce store is a window into a brand’s image; the first impression a browser makes when coming across a shop can easily determine whether or not they will continue browsing and ultimately purchase something.‍ ‍

Why is eCommerce important f or any luxury business?‍ ‍

In the rapidly changing world we live in, it’s important now more than ever for brands to adapt to evolving consumer needs. And that includes meeting them where they are. ‍As an advertising agency and eCommerce shop, we know the value in a consumer-centric strategy to help luxury brands excel for the future.  ‍

How is eCommerce different for luxury and non luxury brands?‍ ‍

It’s not enough for luxury brands to have a branded site just to check the box off on eCommerce. Consumers today want an experience that matches the quality of a luxury product they purchase. That’s why luxury brands place a great emphasis on tailoring their approach to play on consumer sentiment and meet the mark of exclusivity.

More Resources

• 2024 Elections and Brands: Business of Fashion x G & Co.
• [VIDEO] The State of Digital Experience in Retail 2024
• The New Consumer Landscape and Work-From-Home Impact | The Retail & Consumer Index
• Retail Trends and Predictions for the U.S. Holiday Season | The Retail & Consumer Index
• Top Retail Market Research Agencies to Work With - March 2024
• eCommerce UX: Essential Design Strategies and Principles
• What is Competitive Intelligence and How Retailers Can Leverage It for a Competitive Advantage
• A Guide to Incorporating Competitive Intelligence in Your eCommerce Strategy
• How to Develop a Competitive Retail Customer Experience Strategy
• What is Retail Analytics + a List of Top 9 Analytics Software Solutions
• How To Perform a Retail Competitor Analysis (With Benefits)
• Top Digital Transformation Agencies & Consulting Firms to Work With - March 2024
• Top Best Retail Consulting Firms to Work With - March 2024
• Top Product Design Agencies to Work With - March 2024
• Top Fashion & Luxury Creative & Media Agencies to Work With - March 2024
• Top Fashion & Luxury Marketing & Advertising Agencies to Work With - March 2024
• Retail Industry Analysis: State of Retail, Outlook, Market Growth
• Top Mobile App Agencies to Work With - March 2024
• Top Shopify Plus Agencies to Work With - March 2024
• Top Digital Product Agencies to Work With - March 2024
• Warby Parker—an Advertising and Marketing Strategy Case Study
• UI/UX Design Deliverables from an eCommerce Agency
• User Experience - UX Resource 2023
• Top 10 Best Performing Brands in 2021 - G & Co. Innovation Index®
• Top Global Retail, Fashion, and Luxury Industry Index 2023: The State of Brands' Digital Performance & Strategy
• LVMH, Digital Advertising & Strategy Case Study
• Guide to Luxury Marketing Strategy: A Luxury Marketing Agency’s Take on What Brands Should Know
• Retail and Apparel Benchmark Index 2022: The State of Consumer Brands' Customer Experience
• Luxury eCommerce: Reshaping through Digital in 2023
• Hermès, an eCommerce Case Study
• Guide to Luxury Digital Strategy: A Luxury Digital Agency’s Take on What High-End Brands Should Know
• Louis Vuitton, an eCommerce Case Study
• Luxury Brands in 2023: Digital Marketing and Customer Experience (CX)
• Guide to Luxury Digital Agencies: What to Look for in a Digital Partner
• Louis Vuitton, a Digital Advertising & Strategy Case Study
• Kering, a Luxury Digital Advertising & Strategy Case Study
• Guide to DTC Marketing Strategy: A DTC Marketing Agency’s Take on What Brands Need to Know
• Gucci, an eCommerce Case Study
• Guide to DTC Digital Agencies: What to Look for in a Digital Partner
• Activewear & Athleisure Industry Index 2021: The State of Activewear Brands' Digital Performance & Strategy
• G & Co. IQ Mapping - Benchmarking Brand & Customer Experiences through Data & Strategy
• Five Industries Poised to Win the 2021 Holiday Shopping Season & Beyond
• DTC Digital Marketing: from a DTC Digital Agency
• Fashion and Apparel, and Luxury Brands in 2021: eCommerce and Direct-to-Consumer (DTC) Strategy and Insight
• Fashion & Apparel Industry Index 2021: The State of Fashion Brands' Digital Performance & Strategy
• What is DTC Marketing?: A Beginner's Guide to Direct-to-Consumer (DTC)
• Fashion & Apparel Brands in 2021: Direct to Consumer (DTC) and User Experience (UX) - Industry Insights & Strategy
• Customer Experience in 2021: What to Learn from the Best Performing Brands in the Fashion, Retail, and Apparel Industry
• Fashion, Apparel, & Luxury: Key Themes for the Industry in 2021 - Digital Insight and Strategy
• Chanel, an eCommerce Case Study
• Customer Experience - CX Survey 2021

• All agencies in USA
• Los Angeles
• San Francisco
• Philadelphia
• All services in USA
• AI Marketing
• Digital Marketing
• Social Media Marketing
• Email Marketing
• Content Marketing
• All industries in USA
• Travel & Tourism
• Real Estate
• Fashion & Retail
• Media & Entertainment
• Food & Beverage
• Agency of the Month

• All agencies in the UK
• Bournemouth
• All services in the UK
• All industries in the UK

• All agencies in Canada
• All services in Canada
• Influencer Marketing
• All industries in Canada
• Travel Tourism

• All agencies in Australia
• All services in Australia
• PPC Marketing
• All industries in Australia
• Beauty & Cosmetics
• Hospitality

• All agencies in Europe
• All services in Europe
• Web Development
• All industries in Europe
• IT & Technology

• All agencies in Asia
• All services in Asia
• B2B Marketing
• All industries in Asia

• Agency News
• Marketing Resources
• Industry News

• Digital Ad Campaigns
• Case Studies
• Social Media Campaigns

• Marketing Blog
• Advertising
• Ecommerce Marketing

• Industrial Blog
• Fashion Marketing
• Sports Marketing
• Luxury Marketing
• Legal Marketing
• Healthcare Marketing

• Digital Marketing Tools
• Marketing Reporting Tools
• Digital Marketing Analytics Tools
• Email Marketing Tools
• Other Tools
• Social Media Management Tools
• Social Media Marketing Tools
• Social Media Analytics Tools
• Social Media Monitoring Tools
• Influencer Marketing Platforms
• Web Design Tools
• Landing Page Builders
• UI / UX Design Tools
• Website Builder Software
• Front End Development Tools
• Team Management Softw...
• Project Management Tools
• Agency Management Software
• Productivity Management Software
• Time Tracking Tools
• Sales Tools
• Sales Automation Tools
• Product Feed Management Tools
• Sales Enablement Tools
• AI Design Tools
• AI Content Tools
• AI Analytics Tools
• AI Marketing Tools
• Performance & Software
• Website Optimization Tools
• Content Delivery Network Tools
• Cybersecurity Software
• Web Accessibility Tools

Market your SaaS Tools and reach digital agencies & marketing professionals worldwide.

• All Categories in USA
• Artificial Intelligence Events
• Design & Development Events
• Digital Marketing Conferences
• Social Media Events

GYDA Summit 2024

Digital Marketing Solutions Summit 2024

Submit your exclusive marketing event today.

Submit your event to reach a wider audience! Whether it's digital marketing, AI, or any related theme, we would love to help spread the word out!

• All Categories in UK
• All Categories in Canada
• All Categories in Australia
• All Categories in Europe
• All Categories in Asia

Inspiring Social Media Case Studies from Reputable Brands and Digital Agencies

Brands are more than their products in today’s digital world. Memorable brands are the ones who know how to engage with their target audience effectively through their social media channels. In this article, we have curated the best social media case studies of all times.

Being on all the social media platforms is not necessary; however, it is important to be successful if you exist in one. There are a lot of brands inspiring us with their effective social media strategies. They are powerful enough to start a movement, raise awareness and change the way people think or buy.

Almost 4 billion people are using social media today worldwide. That fact clearly shows how a huge potential there is to reach out to your buyer persona.

Social media marketing services comprise organic social media, paid social media, community management, social listening, feed-based / dynamic ads, Facebook ads, Twitter ads, LinkedIn ads, Snapchat ads, Tiktok ads, Reddit ads, Quora ads and so on.

Effective social media case studies come from either an experienced social media marketing agency or a very successful in-house social media team of famous brands. It is not easy, but so effective that you shouldn’t neglect.

In this article, we have gathered the best social media marketing case studies by both brands and digital marketing companies to inspire your upcoming work.

What are the top social media marketing agencies with the most effective case studies?

Spark social agency, emote digital, hallam agency.

The LOOKOUT Sri Lanka is the top Luxury Private Villa in Sri Lanka. CEEK Worked closely with the brand and the project consisted of Website Development, SEO, Social Media Marketing, Influencer Marketing, Content Creation and Paid Targeting services. The LOOKOUT social media was created by CEEK to showcase the beauty of the country and the villa itself in light of the increase in tourism around Sri Lanka and the country’s strong domestic growth in the use of social media. It has been established as a site that people enviously desire to stay at just for the aesthetics without taking into account the high level of service thanks to high-quality content and a highly active social media marketing strategy. Below you can find an example of the influencer marketing campaign:

Spark Social Agency works with a variety of well-known brands from a selection of different industries, one of them being Johnson&Johnson. Spark is a boutique social media marketing agency. This enables Spark to provide J&J with fast turnaround and greater impact than larger agencies they’ve traditionally worked with.

When J&J collaborated with Spark, the brand needed to pivot social content to reach an updated audience for multiple J&J brands such as Band-Aid, Aveeno Baby, and Tylenol. Additionally, the company sought assistance so that J&J brands could be more active on platforms like TikTok and Instagram Reels. For various J&J brands, Spark produces a monthly stream of captivating social content. Social posts on their monthly content calendar now feature short-form video, which has a significantly higher interaction rate than previous content.

All these efforts resulted as the following:

• 1,600% increase in engagement per post for Band-Aid
• 110% increase in engagement per post for Motrin
• Produced 40 assets for J&J baby brands in 3 weeks.

Since it might be difficult to convey complex ideas using social media advertising, Australian digital marketing agency Emote Digital believes that you need excellent and simple-to-read content as well as targeted audience marketing. Emote Digital ran campaigns for the Bakers Delight Franchise over the course of a year that included frequent content and creative improvements to prevent user fatigue. Utilizing a variety of advertising channels, such as Facebook, Instagram, LinkedIn, Google, Youtube, and more, the agency developed a broad-reaching campaign to identify the relevant leads first. Emote Digital assisted Bakers Delight in growing its franchise network by using a variety of top and bottom of the funnel methods to improve the quality of the leads.

These are the outcomes:

• 45% Increase in conversions from social media
• 29% increase in franchise enquiries over 12 months

LOOP is a fully charged digital agency that explores the intersections between design, digital technology and content marketing for leading brands. They have offices in New York, Sydney, Berlin and Copenhagen.

LOOP has worked with a lot of famous brands through social media case studies. My favorite one between those is their influencer marketing campaign with PUMA . They actually have run more than one case study with them. We will be focusing on the one with PUMA and Usain Bolt.

As a human being, we can be attracted by the brands which are preferred by the people we admire, just like Usain Bolt. In LOOP’s social media case study with PUMA and Usain Bolt, they let Usain Bolt tell his story in his point of view. We can, of course, find a lot of articles explaining his background, achievements etc. However, they can never be as effective as Usain Bolt’s own words.

With this social media campaign, PUMA has reached 4.7 million views and 828,000 engagement with 41.2 million total reach. You can check LOOP’s website to see the full case study and get information to work with them for your social media campaigns.

Hallam is a UK-based social media marketing agency founded in 1999. Since then, they’ve they have combined strategic thinking, creativity, and technical know-how to develop integrated digital marketing strategies that produce the only outcome that matters: business success. Four of the eight gas distribution networks in the UK are owned and managed by their customer, Cadent Gas, who needed to develop their brand and raise awareness of this aspect. The goal of Hallam’s comprehensive video-based campaign was to promote the true stories of the “Cadent Heroes” across various service areas.

Three campaigns were created to provide Hallam the chance to plant positive seeds and take ownership of constructive topics. Their earned Media and Creative Teams worked together to create a landing page that served as the organization’s main hub of information. The 5 Campaigns attracted a significant number of views during the course of their 6-month run. The video showing a day in the life of a Cadent Gas Limited employee received over 4 million views. The campaigns generated nearly 15 million impressions overall, exceeding the initial goals and expectations.

What are the most effective social media marketing case studies by reputable brands?

There are many brands that use social media in the best possible way. With the rise of social media platforms such as TikTok, brands have changed the world of social media marketing and became even more creative and popular online. Below you’ll find our all time favorite social media marketing case studies by the big names:

Tesla & Elon Musk

Apple | shot on iphone.

With no doubt, Apple is very fast and effective when it comes to social media marketing. Their case studies are leading the industry.

With their social media case study #ShotOnIphone, millions of pictures and videos are shared on social media platforms.

It clearly shows that people do not need other cameras to take pictures or videos as long as they have their iPhones with them.

This campaign is not only followed by the general public, but also by the famous singers and bands such as Selena Gomez and Florence + The Machine. Some singers took their videoclips with an iPhone whereas some of them have used an iPhone on their concert tours in the world.

This campaign has been used in all the social media platforms. However, as it is more related to taking pictures and videos, of course, the hashtags are more common on Instagram.

If you just scroll down your Instagram feed, we promise that you will see a lot of pictures with the hashtag #shotoniphone, which indicates this social media case study is known by the world. You can read our article on Apple’s digital marketing strategy , in which we explore how the company got to be one of the most well-known names in the world, to discover more about the brand’s worldwide success.

Starbucks | #WhatsYourName

Starbucks is remembered by its successful social media campaign to support transgender and gender-diverse youth on Twitter, Instagram, Facebook, YouTube and traditional advertising.

Brands will be memorable with where they stand for the social phenomena. In this social media case study, Starbucks UK partnered with Mermaids to understand the gender-diverse youth better and create a way to support them.

If you buy and post photos of your mermaid tail cookie with the campaign hashtag, you help to raise funds for Mermaids.

The video on YouTube explains it all:

Disney | Share your ears

Disney’s digital marketing strategy is ever successful, making the company one of the leading media and entertainment brands in the world. Celebrating 90 years of Mickey Mouse, Disney created a social media campaign with the hashtag #ShareYourEars on Facebook, Twitter and Instagram. For every photo shared with the hashtag, Mickey Mouse donated $5 to Make-A-Wish®.

Make-A-Wish® is a nonprofit organization helping to fulfill the wishes of children with a critical illness. At the end of the case study, Disney donated $2 million to the organization.

This has been one of the greatest social media case studies of all times with 1.77 million photos shared and 420 million social media impressions.

Always | #LikeAGirl

Equality of the sexes is another controversial phenomenon in the world. It has been placed in the cultures and languages so strongly that sometimes we don’t even realize how sexist we might sound.

“Like a girl” is a phrase in English and many more other languages, which is mostly used as an insult to women. Always definitely raised awareness for this subject with their social media case study #LikeAGirl. I promise if you watch the video below, you will be more careful with the expressions, idioms and phrases you say or hear in your daily life:

Airbnb | We accept

There are different ways to use social media effectively. It can depend on the brands, target audience, brand culture and identity. Some brands might prefer to speak up for a social phenomenon whereas some prefer to stay silent and unbiased.

There can be some situations where you are expected to explain something, for example, if your company or a branch of your brand is accused of something. What you say/share there is very critical which can affect the life of your business.

Airbnb was accused of discrimination in 2016, which they answered with their “Community Commitment”. After a few months, the US banned travel to some countries with a Muslim majority. That has created a chance for Airbnb to create a social media case study, #WeAccept. This successful campaign has reached over 87 million impressions on Facebook, Twitter, Instagram and YouTube.

Doubtlessly, they handled this critical situation really well with their video below:

Nescafé | Really Friends?

You might not be using Facebook now as much as you used to do. However, Facebook can be still a powerful platform for your social media campaigns depending on your target audience. Certainly, Nescafe’s marketing strategy proves it right.

Our Facebook friends can be from our childhood, the neighbourhood we used to live 20-30 years ago, a friend circle who we are not in touch with any more, etc. Sometimes, when we scroll down in Facebook feed, we don’t feel so close to some of these old friends. Regardless of their age, I’m sure everyone feels the same way every now and then.

With this fact in mind, Nescafé France ran a successful social media case study on Facebook, which is their biggest platform.

This video is an example of emphasizing with your buyer persona and affecting them emotionally so that they feel attached to your brand:

Tesla is a leading brand for electric vehicles. We might not know the CEOs of similar companies; however, the CEO of Tesla, Elon Musk is known by people all around the world. Considering the way he is using social media, we can even say that he is an influencer. Despite the marketing methods of other major companies, Tesla’s marketing strategy is distinct, exactly like its social media marketing.

Tesla’s social media marketing way is going to be a little different from what we have discussed in the other examples above. The reason is below:

When there is a new product launch or an update regarding one of their services, Elon Musk shares some spoilers on his social media – before Tesla announces it officially. His followers are very interactive which also shows a successful social media engagement case study as a brand.

Tesla doesn’t even need to do influencer marketing as its CEO is already a powerful influencer who has dedicated followers for the brand.

If you feel like this wasn’t enough, make sure to check out social media campaign ideas for more inspiration.

Hope you have enjoyed reading our article. If you are interested in creating effective social media case studies for your business, you can check our list to partner with a social media marketing agency.

Share this post

Agencies of the Month

Related Works

This website uses cookies. Continued use of this website indicates that you have read and agree to our Terms & Conditions and Privacy Policy .

Send us an email

15 Inspiring LinkedIn Post Ideas (+ Examples) for Your Page

Written by by Mahnoor Sheikh

Published on  April 23, 2024

Reading time  6 minutes

LinkedIn is one of the most effective channels for building brand awareness, connecting with customers and establishing thought leadership.

Moreover, with 4 out of 5 LinkedIn members driving business decisions, the network is rated #1 for B2B lead generation. As a marketer, you cannot afford to overlook LinkedIn.

But what types of content should you be posting on LinkedIn? In this article, we’ll explore various content formats that work well on the platform and provide post ideas and examples you can adapt for your own LinkedIn marketing strategy .

Why should you post on LinkedIn?

Using LinkedIn for business can benefit you in more than one way. Here are three reasons why you should start posting on LinkedIn regularly as a brand or employee:

Increase brand awareness

LinkedIn is a great platform to show off your expertise and values to a professional audience. Consistently posting high-quality content on LinkedIn can increase your brand’s visibility, especially if you’re using both organic and paid strategies.

The platform’s advanced targeting tools also ensure your posts are seen by the most relevant audiences. This translates into more followers, engagement and leads for your brand.

Expand your network

LinkedIn has over 1 billion members worldwide. This massive user base offers brands a huge opportunity to connect with industry peers and thought leaders as well as potential customers, employees and partners.

Join hundreds of conversations happening on LinkedIn by posting about trending topics, engaging with other posts, asking questions and offering unique insights and opinions. You can also join LinkedIn groups and contribute to articles to establish authority and build your network.

Develop trust and relationships

By consistently providing value to your audience through informative, authentic and engaging content, you can establish yourself as a reliable and trustworthy source of information.

This trust can help build stronger relationships with your followers, who may be more likely to do business with you or recommend your brand to others.

15 LinkedIn post ideas and examples

Below, you’ll find creative LinkedIn post ideas to help you establish a strong brand presence on the platform and grow your following. We’ve also included real-life examples from top brands to inspire you.

1. Poll your audience

Polls are an excellent way to encourage interaction, spark conversations and gather opinions and preferences. They’re also great tools for collecting feedback and analyzing customer sentiment around your brand, products or services.

Image source

LinkedIn allows you to customize the visibility and duration of your polls so you can gather timely and relevant insights. You can also view poll results as a percentage or number of votes, and share them with your audience.

2. Ask questions or solve problems

Ask thought-provoking questions or offer actionable insights or solutions to help your followers overcome challenges and achieve their goals.

This does two things:

• It builds your credibility and positions you as an expert
• It boosts engagement (likes, comments and reposts)

3. Share a post with your thoughts

Share ‘hot takes’ and posts with your thoughts, opinions and experiences on LinkedIn, much like status updates. It’s an excellent way to strengthen your personal brand and drive engagement on your posts.

Don’t be afraid to go against the grain and put your unique perspectives out there. Editing coach Erica Schneider does this often.

Encourage your audience to share their insights as well in the comments to spark a healthy debate.

4. Announce product launches

Want to generate buzz around a new product you’re rolling out? Share a LinkedIn post about it. Highlight key features, benefits and use cases relevant to your audience.

Include eye-catching images or videos that show your product in action to boost the impact of your launch post. Here’s HubSpot announcing a new product in partnership with TikTok with a short and captivating promo video.

5. Celebrate company wins and milestones

Sharing your company’s achievements and success stories on LinkedIn can help you improve your brand’s reputation, attracting more leads and talent in the process.

When people see how well your company is doing in terms of growth, innovation and impact, they’ll naturally want to associate with your brand. Recognizing and rewarding your team’s hard work is also a great way to boost morale and can significantly improve employee productivity and retention rates.

6. Share upcoming events

Hosting a webinar or speaking at an event? Share an update about it on LinkedIn to expand your reach and drive more registrations and attendance.

Here’s Sarah Corley from Sprout Social sharing that she’s hosting an upcoming webinar. This is a win-win for Sprout as this extends the post’s reach beyond Sprout’s LinkedIn followers to Sarah’s network on the platform.

7. Post videos

Video is one of the most engaging content types on social media, including on LinkedIn. Leverage the power of video to stand out and show your brand’s personality.

Create short-form or long-form videos , such as product tutorials, testimonials or behind-the-scenes glimpses into your company culture. Here’s Mailchimp sharing its community service activities with a LinkedIn video.

Make sure you optimize your videos for mobile and add subtitles as most people scrolling through their feeds might not have sound on.

8. Share different visual content formats

Don’t just stick to text posts or share video after video. Mix it up by using a variety of different formats, especially visuals. For example, you can share charts, infographics and case study cover images when promoting your content on LinkedIn.

Using different visual formats helps your posts stand out in the feed and makes your brand seem more interesting and less monotonous.

At Sprout, we like to switch things up regularly. Here’s how we picked out a statistic from our industry trends report and shared it as an image on LinkedIn. We also provided context and a link to download the full resource in the caption.

9. Create carousel posts

Carousel posts allow you to share multiple images, videos or slides in a single post, making them ideal for storytelling, step-by-step guides or showcasing different aspects of your brand.

While LinkedIn carousel posts are no longer available as an organic posting option, they can still be used as an ad post type.

You can also create carousel-like posts by uploading PDFs with multiple pages optimized for size. Here’s how Miro does it to visually showcase its product’s newest features.

10. Create newsletters for your audience

LinkedIn allows you to create newsletters where you can regularly content like tips, insights and resources around specific topics.

Subscribers are notified whenever you publish new articles, and anyone on LinkedIn can find, read and share your content. This makes newsletters a great way to establish thought leadership as well as build community and engagement around your brand.

Here’s an example of a LinkedIn newsletter by Gretchen Rubin called ‘Work Happier’, where she regularly publishes articles on workplace productivity and happiness.

11. Write thought-provoking articles

Formerly known as LinkedIn Pulse, the platform’s publishing feature helps brands and professionals share long-form content with their audience directly on LinkedIn.

Share insightful articles on trending topics that matter to your business to spark conversation and engagement, demonstrate your expertise and build authority.

Users can leave comments on your articles, so encourage readers to share their thoughts and respond quickly to any feedback. Finally, incorporate relevant visuals to break up the text and write SEO titles and descriptions to rank your content on search.

12. Repurpose your content for LinkedIn audiences

If you have existing content on other social media platforms or your website, you can repurpose it for LinkedIn by making a few tweaks. Share summaries or key takeaways from your recent blog posts. Or turn individual statistics from your research report into visuals.

Here’s how we repurposed our Post Performance Report blog post into a carousel post on LinkedIn.

13. Give customers the spotlight

Share customer stories, testimonials and user-generated content on LinkedIn to show your appreciation and build trust with potential buyers. Tag featured customers in your posts to expand your reach and encourage them to share your content.

Additionally, repost positive reviews and mentions as well as any photos or videos that show customers using your product. Here’s how we do it at Sprout.

14. Job openings and opportunities

Got a vacancy? Find the right fit faster by sharing job opportunities on LinkedIn. Craft clear and compelling job descriptions that summarize key responsibilities and highlight the perks of working at your company. Use LinkedIn’s job posting features to target specific locations, skill sets or experience levels.

Get creative with your job postings to encourage more people to apply. Here’s how Sendlane keeps their job postings interesting and true to their brand voice.

15. Host a LinkedIn Live session

Did you know Live streams on LinkedIn see 24x more comments and 7x more reactions than native videos? Hosting live events is a great way to boost engagement on the platform and connect with your audience in real time.

Note: Users are currently unable to stream directly on LinkedIn. You can stream live video on the platform using a third-party broadcasting tool like Zoom, Vimeo or Restream.

Leverage LinkedIn posts for marketing

Posting on LinkedIn should be a top priority for your brand, especially if you’re targeting businesses or selling to a professional audience.

Use the LinkedIn post ideas and examples above to fuel your strategy. Need an extra hand? Check out these LinkedIn marketing tools to accelerate your growth on the platform.

LinkedIn Content Ideas FAQs

Share original insights, experiences and expertise to provide value to your audience and spark conversations. Showcase your brand’s personality, celebrate achievements and share engaging visual content that resonates with your target audience. Aim to inform, inspire and connect with your network through authentic and relevant posts.

Content that performs well on LinkedIn tends to be professional, informative and thought-provoking. Posts that tell a story, evoke emotion , solve a problem or encourage interaction, such as polls and questions, often receive high engagement.

To create engaging content on LinkedIn, understand your target audience, use storytelling techniques and incorporate visual elements like images, videos and infographics. Additionally, encourage participation by asking questions, seeking opinions and responding to comments.

LinkedIn marketing: The complete guide to boost your strategy

• Social Media Strategy

LinkedIn analytics: The complete guide for tracking metrics in 2024

8 LinkedIn marketing tools for your business in 2024

• Social Media Analytics

LinkedIn hashtags: The complete guide for 2024 [+ trending hashtags]

• Now on slide

Build and grow stronger relationships on social

Sprout Social helps you understand and reach your audience, engage your community and measure performance with the only all-in-one social media management platform built for connection.

To read this content please select one of the options below:

Please note you do not have access to teaching notes, the allure of luxury brands’ social media activities: a uses and gratifications perspective.

Information Technology & People

ISSN : 0959-3845

Article publication date: 23 August 2018

Issue publication date: 19 June 2019

The purpose of this paper is to explore the social media marketing activities of luxury brands, guided by uses and gratifications theory (UGT). It examines the gratifications sought by millennials, a new core luxury consumer group, and the gratifications obtained when following and connecting with luxury brands.

Design/methodology/approach

Online data are gathered from Facebook, Instagram and Twitter accounts of five top luxury brands. In addition, 30 in-depth interviews with millennials, the new generation of luxury consumers, were conducted. Thematic analysis strategy was followed to analyze the data and present the findings.

Luxury brands remain distant and aloof, which helps them to maintain a sense of exclusivity. User activity, ranging from observations to commenting on and liking luxury brand content, leads to the gratification of two types of need: affective and cognitive. Two affective needs that are satisfied by luxury brands’ social media marketing activities are aesthetic appreciation and entertainment. Cognitive needs are satisfied through the functional use of social media as an information source.

Originality/value

Several studies have investigated social media from the perspective of UGT, but this study is the first to investigate the implications of luxury brands’ social media usage with the lenses of UGT.

• Qualitative method
• Social media
• Consumer behaviour
• E-marketing

Athwal, N. , Istanbulluoglu, D. and McCormack, S.E. (2019), "The allure of luxury brands’ social media activities: a uses and gratifications perspective", Information Technology & People , Vol. 32 No. 3, pp. 603-626. https://doi.org/10.1108/ITP-01-2018-0017

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

Related articles

We’re listening — tell us what you think, something didn’t work….

Report bugs here

All feedback is valuable

Please share your general feedback

Join us on our journey

Platform update page.

Visit emeraldpublishing.com/platformupdate to discover the latest news and updates

Questions & More Information

Answers to the most commonly asked questions here