Luxury brand

Written by Marketing Team July 15, 2021

Luxury’s new normal paid media

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“Over the course of the last 15 months, because of the pandemic, the way luxury houses leverage social channels has completely changed. After a first editorial parenthesis during the first couple of months, the investments were shifted mostly towards the Chinese market, which was the only one recovering at the time.”

Maxime Bicard
Global Head of Social Media & Influencer @BALLY

 

Markets

Most of the paid campaigns adaptation is currently happening in PRC. Other markets might have specificities, such as the Middle-East, South East Asia, Korea, in terms of usage (Snapchat, Line, Kakaotalk).

 

 

 

Channels

High-end luxury products are being pushed on LinkedIn because of a higher price tag and a more professional target, while products targeting a younger audience are being pushed on Tik Tok.

 

 

*Sources: Paragone.ai / Bally /McKinsey / LinkedIn – June 2021

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About Marketing Team

No matter where we are or what we’re doing, we’re always listening to office gossip… And by that we mean blog content! Innovative features on the platform, clients’ feedback, the latest social ad tech news, we’re a sponge for knowledge. We’re constantly striving to produce unconventional content relating to our social ad tech solutions in order to educate our readers on all the latest in the social-media sphere.