A couple of weeks ago, British Airways launched a stunning piece of branded content, a luxury in-flight magazine for their first-class cabin customers. Well, it’s less of a magazine and more of a book-like gift, check out what the publishers say about it here. It got us to thinking about how content marketing agencies in London and beyond help prestige brands capture the attention of their discerning customers. It’s a tough one for luxury brands as they must uphold the perfect combination of aspiration, confidence and exclusivity. Luxury brands have traditionally been a little shy of keeping up with the Jones’ in terms of innovative branded content. Let’s take a look at a couple of noteworthy examples.
Fashion, beauty and fragrance brand Chanel really know what they are doing when it comes to content marketing. On their website, they have a subpage charting their history through beautiful photography. You can almost smell the eau de parfum as your scroll through! Chanel also have their own news site for their customers to keep abreast of their latest movements. We love this interactive timeline especially, they certainly know how to make their customers feel very special. The key here is the celebration of Chanel’s proud history, but still inspiring excitement about the brand’s future.
Land Rover have since launched a downloadable customer magazine called OneLife which also ups the exclusivity factor. Videos, gorgeous imagery and exclusive content make the publication a great added-value tool for current customers, as well as making non-Land Rover owners drool with jealousy.
Branded content in the luxury industry seems like a doddle, but some more historic brands have certainly found it hard to engage with today’s digital market. The need for great content that can perform on multiple platforms, retain loyal customers and attract new ones is a challenge that most content marketing agencies face.