Why does Aston Martin invest marketing resources to build and manage a community of 6.6M Facebook fans when they can only produce and sell 7,000 cars per year? Should luxury brands leverage influencers and celebrities to reach large audiences or focus efforts on working with small-scale specialist influencers? Should Cara Delevingne always be the best bet? What is a relevant influencer for a luxury brand?
Selecting the right individuals is paramount. One easy mistake is to go for the social media celebrities who seem to offer the best reach and whom your brand would like to be associated with. If this may give easy and quick returns, it will not give you the creative depth and long term loyalty you need.
So one simple but often forgotten rule is to engage people who already have an affinity with your brands. Those who love your products will speak about them with passion and knowledge that will inspire others.
Those who share your values and whom your audience listens to. They are individuals with profiles but they also express themselves. Who they talk to is relevant, what they talk about is critical.
Luxury brands have always looked for that edge, that personality that captures people’s imagination. All you need now is to look in the right place. Amongst social media influencers are today and tomorrow’s muses.
(Article by Nicolas Chabot, VP EMEA, Traackr – Find here the complete article)
Curated by Anneke Boeren -Luxury Influencer