Consumer journey
Brand case study
Social platforms
Awareness
H&M × Kenzo
H&M and Kenzo leveraged video-first platforms to drive awareness for “H&M x Kenzo.” On YouTube, Kenzo announced the collaboration with a pre-roll ad that accumulated over 110,000 views. This ad was supported by organic video assets featuring celebrities and brand ambassadors. H&M also used Snapchat Discover ads and sponsored lenses to elevate the campaign among the platform’s millennial audience.
Conversion
Absolut Vodka
Facebook Messenger’s automated chatbots have opened the door to social commerce, mimicking some of WeChat’s capabilities that have driven conversions in China. Absolut Vodka’s chatbot helps drive conversions by geo-locating users and giving them a personalized code, redeemable for a sample drink at participating local bars.
Awareness
American Eagle
In September 2016, American Eagle launched its global advertising campaign titled #WeAllCan, targeting millennials rather than its traditional teen consumer. On social, the brand leveraged Facebook and Snapchat mobile ads to reach and engage this target millennial cohort. This included Facebook Canvas video ads and Snapchat Discover ads, which took over the viewer’s mobile screen with influencer content.
Advocacy
DevaCurl
Instagram has enabled high quality UGC, which functions as a valuable form of social advocacy. Winning brands such as DevaCurl actively encourage customers to create and promote social branded content. DevaCurl provides consumers with clear content guidelines, which include recommendations for lighting and framing photos and guidance for brand product tags.
Retention
Lululemon
Twitter has announced new features that enable seamless brand customer service, but the practice is actually declining. Scale is also an issue—the average brand communicates with only 157 customers per month via Twitter posts. Yet Lululemon has been a winner on the platform, providing personalized product recommendations and addressing the concerns of more than 2,700 customers per month.
Engagement
Balmain
Celebrity posts are highly engaging, particularly among Fashion brands on Instagram. Balmain is best-in-class here, leveraging a core group of celebrities including six of the top 10 celebrities analyzed in Gartner L2’s 2016 Digital IQ Fashion Index. The brand consistently features models like Kendall Jenner and Gigi Hadid and celebrity posts average 86 percent more interactions than non-celebrity posts.
