Video advertising in luxury
Mastering storytelling through the power of video
“Luxury brands are now among the fastest growing digital advertisers. In particular, with consumers spending more time browsing content on the go, luxury budgets have started to shift towards mobile.
In fact, 95% of luxury shoppers own a smartphone and 75% of luxury sales today are influenced by digital according to the latest McKinsey Altagamma research (2015).
With more brands wanting to utilise video to tell their story, demand for video inventory has outgrown supply. The subsequent lack of premium inventory is a true challenge for luxury brands. Traditionally, videos have been placed within the video stream – before, during or after a video – but research shows these formats are not engaging and can actually damage brand image.
This poses the quest for premium, integrated formats that tell a story without being intrusive. With the rise of ad-blocking software, ad-clutter and viewability issues are high on the digital marketers’ agenda; advertisers need to fight for their ads to be seen.
The answer is for brands and advertisers to respond with far better ads that are less intrusive and more relevant to consumers.
As content consistently sets the bar higher every year, we need to remember to focus on the formats too. After all, luxury brands are already experts of product presentation: users expect to buy jewellery in velvet boxes closed by a silk ribbon. A delicate piece of jewellery would never be wrapped in a mundane cellophane bag.
Similarly, a beautiful creative cannot shine and catch the user’s attention if positioned in the wrong context or played through an inadequate format.
We need to focus on creating experiences that are respectful of the end user and which engage, rather than enrage consumers.”
Rachid Ait Addi
Teads Industry Director, Luxury
“High-net-worth individuals watch video on digital platforms more than they did in the past. Furthermore, for emerging HNWI, digital is the way of life. They do not distinguish between their online and offline behaviour, and they are the most digitally savvy consumers in the world.”
(IPSOS, August 2015).
Content to fuel desire
Video is emotion.
Images become vivid and poignant, content is magnified.
Video is storytelling.
To showcase the power and beauty of luxury brands’ communication, Teads honour the successful cooperation with industry leaders in the luxury sector by publishing a regular barometer and trend analysis.
Now in its 2nd edition, Teads’ yearly analysis of luxury video content was carried out by Teads’ dedicated inSights team through data extracted with the Teads Labs, a unique in-house tool for video monitoring and analysis.
The scope of the study
Period: January to December 2015
Nº of YouTube videos: 5,032
Instagram interactions: 50,189,984
Nº of Instagram videos: 3,432
Average interaction rate: 1.9%
YouTube views: 475,758,014
Average video length: 2’13’’
La Dolce Vita
Life on the big screen
The glamour of Hollywood offers the perfect platform for luxury brands to showcase their products and lifestyles. Video is the preferred medium as it provides both artistic content and persuasive communication; it makes people watch and dream.
Cartier recalls scenes from the film ‘Gentlemen Prefer Blondes’ showcasing their most exquisite diamond creations during the Christmas season to the sound of ‘Diamonds are a Girl’s Best Friend’. The 1’31’’ long video ranks seventh by views in the Christmas season with 1,563,795 views.
Burberry also celebrates the Holiday season. Through ‘The Burberry Festive Film — Celebrating 15 Years of Billy Elliot’, the video honours Billy Elliot’s 15th anniversary featuring famous artists, including Elton John and Julie Walters, moving to the sound of ‘Cosmic Dancer’ by T Rex as in the hit film Billy Elliot.
From the world of watchmaking, Omega promotes their new iconic timepiece Seamaster 300 with the release of the latest James Bond Spectre in the 1-minute video: ‘The making of James Bond 007’s watch in SPECTRE’.
3 YouTube videos and 21 Instagram short clips for the ‘Burberry festive film’ campaign during the Christmas period. 1st by combined views and interaction rates across all Christmas campaigns.
Punk is the new black
The rise of pop-luxe
Video is as timeless as it is contemporary and immediate – just like the irreverence embraced by luxury brands in their 2015 communication.
From catwalk to advertising, this punk attitude is reflected in the choice of brand ambassadors: the likes of Cara Delevingne (Chanel, Tag Heuer), Rihanna and Johnny Depp (Dior), Nicki Minaj (Cavalli) and Justin Bieber (Calvin Klein) represent a stylish life deeply rooted in contemporary pop culture, linking money, status and a certain rebellious attitude.
Fashion brands mix both casual and luxury codes, introducing a new style that can be called “Lux-pop” and is increasingly gaining traction.
Bally, Mulberry, Tommy Hilfiger, Coach and Calvin Klein develop their communication around a tongue-in-cheek, unconventional attitude. Thanks to their partnership with Justin Bieber and Lara Stone, Calvin Klein published one of the best series of ten videos on Instagram, also achieving great results on YouTube.
An irreverent take on tradition
Coach gives a twist to the holiday season with a provocative take on Nativity: ‘A Holiday Film by Coach | #GiveCoachOrElse’ released on the 23rd of November. The ad ranks second by views across all Christmas videos with 5,502,669 YouTube views.
A tradition of performance
As brands’ heritage plays an important role in consumers’ purchase decision, luxury video often evokes the craftsmanship, uniqueness and performance of the final product.
Jaeger-LeCoultre demonstrates profound attachment to their historical roots with the 2’19’’ video ‘Master Grande Tradition’ and Chanel’s three minute video ‘Inside the Maisons d’Art for the Paris in Rome 2015/16’ showcases the craftsmanship of working on the Métiers d’Art collection in Rome. The video achieved a remarkable interaction rate (79,762 views, 3067 interactions and 7.2% interaction rates).
In the video ‘The Never Ending Story’, Louis Vuitton gives a glimpse of the history and savoir-faire of the Parisian house since 1854 in a 1’36’’minute creative that gathered over ten million views.
As the connection between legacy, performance and sports never tires, Italian fashion label Moncler plays a video series on their new high-performance gear for athletes – looking at free ride mountain biking, surf and parkour amongst other extreme sports.
Savoir-faire between on and offline
Chanel and Louis Vuitton among others are regulars of the short Instagram video format but Dior reaches top interactions (6th and 7th best Instagram videos of the year) with two #DiorSavoirFaire videos, published in July and in September 2015 respectively.
Travelling or dreaming away
Louis Vuitton, moving across platforms
In light of the new exhibition at the Parisian Grand Palais, Louis Vuitton released 26 videos:
The clip ‘Volez, Voguez, Voyagez – Louis Vuitton Exhibition Opening at the Grand Palais Paris’ at 1,483,259 views was the most watched of the whole series. On top of the videos, the brand also released the ‘Louis Vuitton City Guide App’ for travel-hungry brand lovers.
Luxury allows users to drift away, be it through a daydream, a secret escape or adventure.
Continuing in their Wes-Anderson-esque aesthetic, Prada contaminated the oneiric world of a postman with style and humour in the seriesThe Postman Dreams. Daily life also offers opportunities to escape: diluting the passing of time can be a way of life, as shown by Hermes’s video ‘La Flânerie’.
Montblanc greatly exploited the adventure theme with the series ‘Meet the Modern Trailblazers’, portraying famous stars like Hugh Jackman as adventure heroes.
Timeless rituals and objects of desire seal the bond of the most important relationships and moments in life: engagement rings, graduation presents, wedding favours, the first watch – but also recurring celebrations such as birthdays, Christmas or Mother’s Day all call for a precious treat.
As love and diamonds make a powerful pair, Cartier released four short movies for Valentine’s Day. Following the engagement stories of three couples of various ages in the street of Paris, the video ranked second by performance in the Jewellery category for the year.
One of the most touching videos from 2015 is undoubtedly ‘The unique connection’ by Pandora.
In this video, six blindfolded children had to recognise their mothers by touching the women’s faces and hands – all decorated with unique Pandora jewellery.
Framing the wild
Don’t Crack Under Pressure
As men face the challenges of modern society, Tag Heuer’s answer is straightforward: ‘Don’t crack under pressure’. The whole campaign features successful sportsmen and women taking up various challenges from tennis to basketball, from car racing to football.
The male target audience is increasingly courted, portrayed and targeted. Brands are now redesigning luxury for men as this audience begins to rediscover the pleasure of beauty and luxury for themselves.
Men’s fashion shows have more and more followers: for instance, the 2-minute long video Louis Vuitton Men’s Spring 2016 Fashion Show Highlights achieved over 2.5 million views a 1.8% interaction rate.
The image of men is becoming more fluid, with Johnny Depp showing a man who is in search of himself in the latest Dior Sauvage campaign. The video gathered the largest number of views of 2015 and was one of the best interaction triggers on Instagram.
Also escaping standard role models, Chanel adopted the motto ‘Don’t be afraid to become who you are’ for the 1-minute video ‘Bleu De Chanel: The Film ft. Gaspard Ulliel’. The video, released in May, achieved an extraordinary 2,884,290 views a 0.2% interaction rate and shows a world of endless possibilities with no boundaries.