When it comes to digital marketing channels, YouTube has long been a leader, along with Facebook, Instagram, Linkedin and the like – however, engagement with this medium largely depends on the brand’s creativity.
In apparel, according to Marketing Dive, Paris-based luxury label Chanel has long set the standard among its competitors, with the maison easily amassing some 444,000 followers and millions of views on the Google-owned video platform (as of August 2015).
“ When it comes to watches and jewellery, two brands rule supreme on YouTube — Cartier and Bulgari ”
When it comes to watches and jewellery, however, two brands rule supreme on YouTube — Cartier and Bulgari — according to the latest ranking in this social media series, brought to you by Luxury Society and its parent company and full service digital agency Digital Luxury Group.
Cartier led the pack in both sectors, clocking 92,755,975 video views in 2015, while Bulgari came second with 47, 560,499 video views.
The reason for Cartier’s dominance in the YouTube arena is glaringly obvious, with the brand consistently releasing creative masterpieces – such as its “The Proposal” (by Sean Ellis) and “Cartier Diamonds” clips in 2015 promoting its collection of diamond jewellery and engagement rings, and “Shape Your Time” ad in 2014 unveiling its art in watch making.
“ L’Odyssée de Cartier short film, still rings bells and marked a new era for Cartier ”
Additionally, it’s L’Odyssée de Cartier short film, promoted as “a journey between dream and reality” – uploaded four years ago – still rings bells and marked a new era for Cartier, when for the very first time, the brand decided to create a cinema epic focusing on its history, its values and inspiration, its artistic and universal scope. The short fantasy film was directed by Bruno Aveillan.
Similarly, Bulgari has made a name for itself on the video platform, releasing clips with epic imagery and a Hollywood touch – such as in its film: BVLGARI Serpenti – The Experience.
In the watch category, Tag Heuer, came in at third place, amassed 23,524,064 views in 2015, with Audemars Piguet and IWC coming in at forth and fifth place on 17,002,184 and 13,982,002 views respectively.
In jewellery, US giant Tiffany & Co took third place, with 15,153,676 views in 2015, with Swarovski following close behind on 10,307,083 views.
Piaget rounded out the top five, with 7,567,393 views.
Interestingly though, when comparing both categories, more watch brands hit higher levels of views than brands in the jewellery sector, signaling that for brands in the latter contingent, there is still room for improvement when showcasing the brilliance of their creations to stimulate luxury consumer engagement on this exceptionally visual platform.
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