New Video Code of Conduct in Luxury Marketing
OMD EMEA and Tubular Labs announce partnership with joint luxury
social video study
MOUNTAIN VIEW, Calif. & LONDON–(BUSINESS WIRE)–Five years ago, the luxury industry was reluctant to be social. However,
in recent years, big luxury brands have been shifting their ad spend to
digital channels and we are now seeing print trends like the ‘September
Issue’ emerge across social video.
The insights were revealed today in the joint study, New Video Code of
Conduct in Luxury Marketing, between OMD EMEA and Tubular Labs,
uncovering social video insights across select sectors of the luxury
“The exclusive and crafted nature of luxury brands meeting the open
accessibility of online video was always going to be a challenge,” said
Blake Cuthbert, Chief Digital Officer, OMD EMEA. “The most successful
luxury brands have embraced the opportunity by allowing their followers
to be truly immersed in their unique stories, building authenticity and
equity in this redefined category.”
GETTING THE BACKSTAGE PASS – UNEDITED & UNFILTERED
Adverts and premium content currently deliver the lowest return in
engagement compared to the volume uploaded. Mystery is no longer enough,
consumers are craving more access into the world of luxury. It is the
‘real’ content – fashion shows, montages and behind the brand access –
that is driving 74 per cent of all luxury video engagements. In response
creative directors are taking the lead, opening up their world and
sharing what’s happening behind the scenes in real-time.
THE NEW INFLUENCER AUTHORITY – AUTHENTICITY & ORIGINALITY
The rapid adoption of influencer strategies for categories from FMCG to
luxury automobiles has also left consumers more sceptical of the true
relationship between brands and influencers. As a result, only 16 luxury
lifestyle influencers made The Sermo Digital Influencer Index cut. The
balance brands need to strike is between humanising their influencers
and still driving views and engagement with topical content, such as
unboxing which accounted for 72 per cent of the luxury watch topics
viewed in 2017.
PASSION HAS NO AGE – JUST COMMON GROUND
Nevertheless, how different audiences engage with luxury video content
is unique. Looking specifically at the luxury watch category, as
expected 73 per cent of YouTube engagement is driven by those under the
age of 34. Perhaps surprising, luxury watch videos are also generating
18 per cent of their engagements from those over 55 years old, which is
14 times the YouTube average over the last 365 days.
THE COUTURE CONTENT SOLUTION – DYNAMICALLY SERVED BY AGE, INTEREST &
Those under 35 years old focus on beauty and entertainment influencers,
concentrating on how luxury brands make them look. While the older
audience engages with influencers who concentrate on craftsmanship and
in-depth luxury product reviews. There is an opportunity for luxury
brands to deliver content solutions dynamically, serving more relevant
videos based on data such as age, interest and behaviour.
“With the growth of online video, brands are increasingly leveraging
video to create and distribute content online,” said Denis Crushell, VP
of EMEA, Tubular Labs. “Results of the luxury industry and social video
study confirm this with luxury brands accumulating over 500 million
cross-platform views in Q4 2016 alone. It’s commendable when leading
organisations like OMD recognise the importance of this transformation
and take action to provide their clients with powerful actionable
To access a summary of the study, please visit here.
About OMD EMEA
OMD EMEA, part of OMD Worldwide, is the largest and most awarded
marketing performance company in the world.
Recognised for its global footprint, strategic integration and creative
innovation, OMD EMEA provides a range of services globally including
communications strategy, media planning and buying, digital execution,
content creation, entertainment marketing, sponsorship and brand
Investing over $19bn across 80+ offices in 63 markets, OMD EMEA works
with world-class companies including: Renault, PepsiCo, Liberty Global
and The Walt Disney Company.
OMD EMEA has won several Agency of the Year accolades, including coming
top of the Gunn Report for Media eleven years in a row, which measures
marketing innovation and winning Agency Network of the Year at the
Festival of Media Global Awards 2015 & 2016.
OMD EMEA is a unit of Omnicom Media Group, the media services division
of Omnicom Group Inc. (NYSE@ OMC).
About Tubular Labs
For publishers and content marketers who believe video is essential,
Tubular powers your business. We are the only analytics software company
dedicated to giving you comprehensive and actionable video intelligence.
Tubular serves over 5,000 video creators and 160+ enterprise customers,
including Viacom, Warner Bros., HGTV, Activision, Maker Studios and
Fullscreen. Tubular’s industry leading technology and insights elevate
video creation, distribution, performance, and monetization.