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REINVENTING VIDEO ADVERTISING
LUXURY BAROMETER
January 2015
49 brandsJanuary 2015
Instagram, YouTube, Facebook
SUMMARY
FASHION & BEAUTY WATCHES & JEWELLERY
56 brandsJanuary 2015
TOP PERFORMING BRANDS:
TOP PERFORMING BRANDS:
• With Spring coming close, fashion & jewellery brands present their new collections. Fashion shows are popular subjects in video.
• Watch brands outperform classic jewellery. • Celebrity endorsements and partnerships contribute to some of the biggest successes of this month: Calvin Klein
publishes two videos with Justin Bieber and Lara Stone while Cara Delevingne is Tag Heuer’s new brand ambassador and Charlize Theron presents Chanel’s radiant beauty look.
Burberry, Prada, Zegna, Mulberry and Dolce&Gabbana keep it classic with videos evolving around their fashion shows; Louis Vuitton focuses on the “making of” fashion campaigns with a video series shot by celebrity filmmakers and photographers such as Annie Leibovitz or Bruce Weber.
Omnipresent British model Cara Delevingne presents Yves Saint Laurent’s new mascara with a rock-n-roll twist, in black and white on the notes of The Kink’s You really got me.
Calvin Klein’s Justin Bieber and Lara Stone video outperforms, also in black and white.The stars’ tattoos are part of their irreverent allure.
Videos in the category evolve around craftsmanship (Cartier, IWC) and draw parallels with nature’s eternal forces (IWC, Roger Dubuis and Jaeger-LeCoultre) to show their timelessness.
The themes of punk and horror seem to be beloved this January, with Roger Dubuis, Audemars Piguet and HYT Watches creating content around skulls and horror stories. Cara Delevingne and her grungy, irreverent look also contribute to the feel of punk.
Jaeger-LeCoultre performs best per views and interactions, Swarosvski also ranks high for January.
TOP BRANDS – POPULARITY MAPPING (1)
Louis Vuitton outperforms competitors in terms of brand popularity as it has the highest number of subscribers on each of the three studied platforms. The brand performs very well on video and reaches a high number of views on YouTube without publishing many videos.
D&G has a strong social media presence, especially on Facebook, but less video activity than other brands. It is also very popular, with 10m Facebook Fans and 4m Instagram followers.
Calvin Klein comes 1st for performance with 6m views on YouTube with only 6 videos. Calvin Klein registers a relative low number of YouTube Subscribers but 10m Facebook fans.
Activity Facebook posts + videos (Instagram + YouTube)
Performance YouTube (Views+ Comments + Likes) + Facebook (Likes + Comments) + Instagram (Likes + Comments)
Popularity Facebook Fans + YouTube Subscribers + Instagram Followers
FASHION
& BEAUTY
-1,100,000 900,000 2,900,000 4,900,000 6,900,0000
10
20
30
40
50
60
70
80
Armani
Burberry
Calvin Klein
Chanel
Dior
Diesel
Dolce & Gabbana
Gucci
Louis Vuitton
Michael Kors
Prada
Tommy Hilfiger
Performance
Act
ivit
y
Bubble size : Popularity
Burberry, Michael Kors, Gucci and Dior were the most popular brands across social media after Louis Vuitton. Chanel performed very well but has a smaller reach than Calvin Klein or Louis Vuitton.
TOP BRANDS – POPULARITY MAPPING (2)
FASHION
& BEAUTY
-100,000 100,000 300,000 500,000 700,000 900,000 1,100,000 1,300,000 1,500,000 1,700,0000
10
20
30
40
50
60
70
80
Alexander McQueen
Armani
Barbour
Belstaff Burberry
Chanel
Dior
Diesel
Dolce & Gabbana
Ermenegildo Zegna
GucciKenzo
Michael Kors
Moncler
Prada
Tommy Hilfiger
Yoox
Performance
Act
ivit
y
Bubble size : Popularity
TOP VIDEOSAnalysing the 10 best videos, we can see that Dolce & Gabbana has the highest interaction rate (3.3%), followed by Prada (1.5%). Calvin Klein has the best combined result with most views (over 2millions) and almost 1% interaction rate.
Source: YouTube & Teads Labs
FASHION
& BEAUTY
Calvin Klein Louis Vuitton Ermenegildo Zegna
Chanel Burberry Yves Saint Laurent
Prada Moncler Mulberry Dolce & Gabbana
0%
1%
2%
3%
4%
-
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
2,696,505
932,453
642,517
281,318 222,564
114,996 99,361 87,393 65,580 25,902
0,7%
0.03% 0.08% 0.01% 0.07%0.03%
1.49%
0.26% 0.57%
3.29%
Number of views Interaction rate
The most popular video in January was released by Calvin Klein. It is starring Justin Bieber and Dutch model Lara Stone in a short black and white video.Calvin Klein published 6 videos on YouTube and 9 on Instagram, two of which starring Justin Bieber for 5.3 million views altogether. Instagram’s best video is a shorter version of these commercials. The videos are all shorter than 30 seconds and pay particular attention to the aesthetic aspect.Calvin Klein truly succeeded in capturing its fans’ attention, scoring the highest number of views and comments on YouTube.
Justin Bieber + Lara Stone - Duration : 31sNumber of views : 2 696 505 Interaction rate: 0.7%
Watch video here
Versace released the video with highest interaction rate in January, achieving 37% interaction rate; nevertheless, the number of views is quite low (5k).The video is 10-minute long and it shows the full Men’s Autumn Winter 2015 Collection. Versace published 2 videos in total in January, both of which present the brand’s fashion shows – men for Winter 2015 and a Spring Summer Women’s Fashion Show which also got 35% interaction rate.
Versace Men’s FW 15/16 Fashion Show - Duration : 10’06’’ Number of views : 5,826Interaction rate: 37.7%
Watch video here
TOP VIDEOS
FASHION
& BEAUTY
Louis Vuitton ranks 1st for Facebook fans with more than 18.6 million fans and 2nd by views with Louis Vuitton’s Fashion Campaign by American photographer Annie Leibovitz (almost 1million views). It captures the backstage of a shooting session on NYC’s skyscrapers. Louis Vuitton is also the most popular brand on Instagram with 4 million Followers.The brand published 17 videos in January, notably a series of short films by famous photographers and film directors and picturing celebrities.
Watch here : SERIES 2 Fashion Campaign by Annie Leibovitz Views : 939 001Interactions : 0.03%
Ermenegildo Zegna does not have any huge social media fans communities. The brand is less active than most of its competitors, with 3 videos published in January. However, the brand published the video with 4th best number of views on YouTube. It’s a 5-minute-long video about the brand’s Autumn Winter 2015 Fashion Show.
Watch here : Zegna Couture Autumn Winter 2015 Fashion Show by Stefano Pilati Views : 643 852Interactions : 0.1%
Chanel registers the largest fans community on YouTube (370k subscribers) and it comes 1st for interaction rate and 2nd for number of comments on video.Chanel’s most successful January video promotes a new skin serum in a commercial starring Diane Kruger. The brand also presents the Spring Summer Collection through other fashion show videos and celebrity interviews. This strategy works: each video counts more than 21k views.
Watch here : Chanel : beauty begins with radiance Views : 521 166Interactions : 0.01%
TOP VIDEOS
FASHION
& BEAUTY
Brand Video name Views count
Interaction Rate
Calvin Klein Justin Bieber + Lara Stone - Calvin Klein Jeans Spring 2015 2 696 505 0.7%
Louis Vuitton Louis Vuitton SERIES 2 Fashion Campaign by Annie Leibovitz
932 453
n/a
Ermenegildo Zegna Zegna Couture Autumn Winter 2015 Fashion Show by Stefano Pilati
642 517
0.1%
Chanel CHANEL: beauty begins with radiance 281 318
n/a
Burberry Highlights of the Burberry Prorsum Menswear A/W15 runway show
222 564
0.1%
Yves Saint LaurentFilm Mascara Volume Effet Faux Cils avec Cara Delevingne
- Nouvelle Formule Perfectionnée 114 996
n/a
Prada PRADA FALL/WINTER 2015 MENSWEAR AND WOMENSWEAR SHOW
99 361
1.5%
Moncler Moncler Gamme Bleu Fall-Winter 2015/16 Show 87 393
0.3%
Mulberry Mulberry Spring Summer 2015 Campaign: The Film 65 580
0.6%
Dolce & Gabbana Dolce&Gabbana Winter 2016 Men's Fashion Show25 902
3.3%
This data comes from the Teads Labs and refers to a snapshot for the month of January. Views and interactions may vary significantly at the point of the presentation.
APPENDIX – TOP VIDEOS
FASHION
& BEAUTY
REINVENTING VIDEO ADVERTISING
LUXURY BAROMETER
January 2015WATCHES & JEWELLERY
TOP BRANDS – POPULARITY MAPPING
Despite standing out for social media activity, Hublot’s 15 YouTube and 6 Instagram videos don’t perform as well as competitor watchmakers’ content.
Tiffany & Co has the highest performance and comes second in terms of popularity. The brand has the 2nd largest fans community on Facebook with 7.5 million fans. The brand is also very active on Instagram, with 14 videos on January. It comes 3rd for interactions on Instagram.
Ralph Lauren and Swarovwski are the overall most popular brands, but the latter has consistently better video performance results as Ralph Lauren mostly invests in social media.
Activity Facebook posts + videos (Instagram + YouTube)
Performance YouTube (Views+ Comments + Likes) + Facebook (Likes + Comments) + Instagram (Likes + Comments)
Popularity Facebook Fans + YouTube Subscribers + Instagram Followers
WATCHES
& JEWELLERY
Performance
-100,000 100,000 300,000 500,000 700,000 900,000 1,100,0000
20
40
60
80
100
120
Hublot
IWC
Jaeger-LeCoultre
Patek Phillippe
Cartier
Chopard
Van Cleef & Arpels
Roger Dubuis
Tiffany & Co.
Swarovski
Ralph Lauren
Act
ivit
y
Bubble size : popularity
0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,0000
10
20
30
40
50
60
Swarovski
Panerai
Tag Heuer
Maurice Lacroix
Montblanc
Ralph Lauren
De Beers
Gemfields
Jaeger-LeCoultre
Ulysse Nardin
Patek Phillippe
Cartier
Chopard
Vacheron Constantin
Van Cleef & Arpels
TOP BRANDS – POPULARITY MAPPING (2)
Montblanc, Swarovski, Ralph Lauren and Tag Heuer were the most active brands across social media. Jaeger-LeCoultre performed very well but is more niche in its positioning.
Performance
Act
ivit
y
Bubble size : popularity
TOP VIDEOS
Panerai has the highest interaction rate (130%) but only 3,888 views. Jaeger-LeCoultre reaches the highest number of views while Swarovski has the best combined result with 13k views and 7% interaction rate. Watch brands performed better than pure jewellery in January.
Source: YouTube & Teads Labs
WATCHES
& JEWELLERY
Jaeger-LeCoul-tre
Roger Dubuis Tag Heuer Tudor Cartier Audemars Piguet
HYT Swarovski IWC Panerai -
50,000
100,000
150,000
200,000
250,000
300,000
350,000
0%
20%
40%
60%
80%
100%
120%
140%
323,785
289,953
101,423
48,526
16,608 16,187 14,008 13,327 7,558 3,888 1.4% 0.1% 1.6%0.1% 1.4% 1.0%
4.3% 7.1% 4.7%
129.7%
Number of views Interaction rate
The video with the highest interaction rate was released by Panerai. It’s a video of the Panerai Transatlantic Race for classic and vintage Yachts, sponsored by the manufacturer. The video registers 5k interactions, an extremely good performance compared to the poor number of views, less than 4k.
Panerai Transat Classique 2015 - Duration : 60sNumber of views : 3 888 Interaction rate: 130% Watch video here
“The Origin of Time” by Jaeger-LeCoultre is the most viewed video in January. The brand shares its fascination for the movements of the planets, inexhaustible source of inspiration, and draws a parallel between them and the watchmaker’s timeless expertise.
The Origin of Time - Duration : 162sNumber of views : 325 381Interaction rate: 1%
Watch video here
TOP VIDEOS
WATCHES
& JEWELLERY
Tag Heuer ranks 3rd for number of views. The most popular video of the brand counts 108 000 views. It pictures a lion and new brand ambassador Cara Delevingne holding a baby lion in her arms. The lion represents the majesty of the brand and its young counterpart brings a young and contemporary, irreverent image to it, promoting the #DontCrackUnderPressure message.
Watch here:TAG Heuer | Cara Delevingne - Don't Crack Under PressureViews: 108 441Interaction rate: 2%
Cartier has the 2nd largest number of comments per video and the 4th most viewed video. The brand is very popular on Instagram, where it ranks 2nd for interaction rate. Cartier’s video content focuses on the products, especially with two beautiful videos showcasing new creations and highlighting the brand’s savoir-faire. Short version of these videos are successfully released on Instagram.
Watch here: Cartier – Fine WatchmakingViews: 21 483Interaction rate: 1%
Tudor is ranked 4th in terms of number of views. The video shows Tudor’s creative director and Ducati’s design director in conversation about the partnership between the motor- and watch brands. The video is in Italian, with English subtitles. Speed, emotions, perfection, excellence, style, passion and performance are keywords often repeated in the video and representing the harmonisation of each brand’s core values into common products.
Watch here : TUDOR DUCATI LIFESTYLE Views : 48 691Interaction rate: 0.1%
TOP VIDEOS
WATCHES
& JEWELLERY
Swarovski publishes the largest number of videos (27 in January). The brand also gets strong interaction figures, coming 1st for number of comments on YouTube and 5th for Instagram interaction rate.Swarovski published two types of videos: product-related content and videos of the Swarovski Spirit Vision Awards. The most viewed video refers to Swarovski SHINE, a glamorous piece of wearable tracking jewellery as presented at CES; it also has a great interaction rate of 7%.
Swarovski’s January activity on Instagram is dedicated to fashion shows and in particular to the Paris Couture Shows. The most popular video by Swarovski was a presentation of stylist Yiqing Yin’s work for Swarovski.
Watch here: Swarovski – Shine Activity Tracking JewelleryViews: 13,327Interaction rate: 7%
Roger Dubuis, although more niche than other watchmakers, is very active on all digital fronts and continues its tradition of content evolving around series to engage the users.
The brand’s most successful January video –The Astral Gateway, encourages users to keep track of a story around #AstralSkeleton: characters “half between earth and the moon”. Users are asked if they are brave enough to “open every door” to discover the content hiding behind them. The video is kept in user-generated horror-movie style. Unfortunately, interactions are very low for January.
Watch here: Roger Dubuis – The astral Gateway – TeaserViews: 289,953Interaction rate: n/a
TOP VIDEOS
WATCHES
& JEWELLERY
Brand Video name Views count Interaction Rate
Jaeger-LeCoultre The Origin of Time 323 785 1%
Roger Dubuis SIHH 2015 - The Astral Gateway – Teaser 289 953 0.1%
Tag Heuer TAG Heuer | Cara Delevingne - Don't Crack Under Pressure
101 423 2%
Tudor TUDOR DUCATI LIFESTYLE 48 526 0%
Cartier Cartier – Fine Watchmaking 16 608 1%
Audemars Piguet Diamond Punk by Audemars Piguet 16 187 1%
HYT Watches SKULL - THE MOVIE ! 14 008 4%
Swarovski Swarovski Shine Activity Tracking Jewelry 13 327 7%
IWC The Legend Among Icons - IWC Portugieser 7 558 5%
Panerai PANERAI TRANSAT CLASSIQUE 2015 3 888 130%
This data comes from the Teads Labs and refers to a snapshot for the month of January. Views and interactions may vary significantly at the point of the presentation.
APPENDIX – TOP VIDEOS
WATCHES
& JEWELLERY
Please contact :[email protected]
