Louis Vuitton – a timeless heritage enriched by social media

I think there’s a general misconception among those not involved in social media that blogger relations only works on certain products in certain industries.

However, after a recent search of online case studies for a university project I stumbled on an Ogilvy PR case study for Louis Vuitton, a luxury fashion brand arguably not the typical type of company you’d expect to be utilising social media tools. The success of the social media campaign relied upon building strong relationships with influential Parisian fashion bloggers.

It got me thinking about Louis Vuitton as a brand and how it’s communications are always impeccably executed and extremely consistent. I’ve written down a few of my key observations of the brand and how these two letters have become so well known and respected.

The classic LV of Louis Vuitton has become synonymous with travel, which is something the brand has massively taken advantage of over the years. This can be seen on many levels, most recently by the release of the new Louis Vuitton travel guides which provide a classy insight into some of the most interesting and beautfiul cities all over the world. This is further reinforced by LV’s mysterious cinema advertisements, all aiming to add a timeless quality to the products. All of these key values contribute to LV as a globally recognised brand which transcends boundaries in many ways.

The Louis Vuitton website has been praised for many reasons. It’s presented excellently and highly interactive. But, most striking is the use of video to convey Louis Vutiton’s key messages of classy, luxurious products, always developed with excellent craftsmanship.

I think it’s impressive how a brand with such a rich heritage can so successfully make the transition into digital and social media, never once changing its key values or identity.