Luxury advertisers have been slow to adapt to new technologies and advertising methods. For a long time, they’ve opted to stick with what they know; print placements in the ‘right’ magazines where they feel reassured by the company they keep with other brands, i.e. brand safe environments. With growing pressure from millennials to adapt to digital channels, the shift towards adoption has started. We’ve picked out a few examples of advertisers in the luxury space, doing native well. Talk to a Nudge account manager about how we can help you be successful with native.
Ralph Lauren: An Argument for the Return of Classic DressingThings we liked: Ralph Lauren’s piece on Who What Wear does a great job of showing a desired lifestyle. It features different people through a blend of formal and social photos and does a great job of pulling people back to the brand’s site through product links. They’ve also done a fantastic job of letting the user browse the items after each photo, whilst reading the content. We love this presentation, it’s mobile friendly, has multiple CTA’s all the way through and presents a nice way of browsing the items at the bottom of the article. They’ve also brought in a superb social element through Pinterest, as well as naming the people featured in the photos, so that the consumer can ‘Shop X’s Look’. Downsides: A watch out for luxury brands is to make sure they are getting an exclusive over the entire publication – at the bottom of the article, competitors are featured. Brand safety is key. By adding prices and presenting it in this way, it means it’s slightly bringing luxury down to the masses [not necessarily a bad thing depending on tactic], and doesn’t breathe luxury in quite the same way as the Bulgari piece for example.
Things to watch out for in this space:
- Pick a publisher that caters to your audience. This is especially important for a luxury brand.
- Feature your headline above the first photo in the article to reassure your audience as to why they are there.
- Get an exclusive across the publication, brand safety is key in the luxury space.
- Make sure you feature CTA’s with product links throughout the content.
- Only add product prices if it makes sense to your audience and/or strategy.
- Slow load times can kill off consumer interest as well as your budget. Stay on top of this.
- Dates and the number of shares makes it look cheap; a luxury brand should elevate above the rest.
- All elements featured need to be proving the premium/luxury factor of the brand.
- Ensure your article links through to your brand site, for example, you wouldn’t believe how often logos aren’t redirected.