Brand Spotlight: The Louis Vuitton Video Strategy
Did you know that you too can craft elevated content essentials for your fashion, beauty, or lifestyle brand just like Louis Vuitton? Louis Vuitton is a powerhouse brand synonymous with high-quality products. Their video content is no different, they boldly focus on original content and BTS to reach their audience, which is a testament to their unique brand prowess. Other brands focus on more influencer relationships than owned content.
So let us take you through their approach, and you'll be able to grasp how you can apply it to your brand with our support.
A Myriad of Video Content Styles
At JJW Studio, we're avid fans of Louis Vuitton's video content because it is so varied and introspective. The leading digital channels Louis Vuitton utilise are Instagram, TikTok and YouTube.
Instagram is their biggest audience
As Instagram adapts to growing trends and keeps a competitive edge on its rivalries, Louis Vuitton uses all the video accessibility the platform offers to reach its audience. Mostly a balanced mix of photography and video, you're going to see innovative reels, fashion shows, events, backstage access and much more peppered throughout their Instagram.
TikTok is their fastest-growing audience
Focusing on more unconventional ways of capturing video content, the success of the Louis Vuitton TikTok account sits at over 1 million followers as of September 2021. Many other fashion brands in the luxury sector only hold a follower count of 5K-300K on TikTok.
The approach with TikTok is not to feature content that is overtly polished, rough around the edges and innovative videos work best. They craft unique content that avoids the protective brand image that they have on Instagram.
YouTube is the Primary Host
While Louis Vuitton cross-posts some video content, they tend to keep it a fresh experience for their audience from social platform to social platform. Their YouTube channel does host most of the hero content however, most of their long-form content does the best on YouTube. Videos such as Atelier Visits and "Behind the Collection" featuring Virgil Abloh take a deep dive into the brand.
Other forms of innovative content
The list goes on and on with Louis Vuitton's originality of video content. They'll do a "Day in the Life" or simple yet effective leather goods spotlight, which we're also loving.
Minimise Cross-Posting on Your Social Channels
While their major product launches are placed across all digital channels, they have some specific standalone content that sits solely on Instagram or YouTube, for instance. As mentioned previously, you'll see the long-form content perform much better on YouTube, and shorter form content succeeds on Instagram or TikTok.
YouTube and Instagram focus on models with the product, but the pacing is relatively slow and showcases the product compared to TikTok, which uses POV and crash zoom close-ups. Even each social channel has a different style, but it still adheres to the overall brand tone.
Leverage Your Campaign Shoot Day
You may find that capturing all this content throughout the seasons is a big ask, and it can be, but a video strategy is your best friend here. If you only allow one shoot day per collection, you'll be surprised by how much content your dedicated video team can capture you. That's right, let your photographer capture the stills and a video team capture the motion. Ask your video team what else they can provide outside of your upcoming collection's stock standard (yet crucial) brand film. Look through the examples we've put forward from Louis Vuitton above, and you'll soon realise you can capture a whole season's worth of content for your digital channels.
In our case study for Mr Roses, you'll be able to see how we captured over 400+ assets in one shoot day here. Apply this same approach for your next collection, and you'll see how fast your content calendar will become occupied.
Re-Purpose Your Assets
Video editing is your best friend. Think about what elements you can lift from your brand film of your latest collection or runway presentation. Remember, you can use short snippets to highlight a particular product or garment and send that directly to your socials. Get creative, and you'll be surprised how the smallest snippet or cutdown can perform and reach your audience.
To do this though, it’s best to have your video supplier export these edits from their editing software. You’ll see plenty of websites offering video editing or the re-sizing of videos on their platform in vertical outputs but the quality on export is poor. Always go back to the source.
Engage. Strategise. Execute. Post.
If you engage JJW Studio to craft the video content for your next collection, tell us what you'd love to create (or we'll do that if you prefer the support here). We'll then strategise the vision, execute it on shoot day, and then pull it all together with a beautiful polish in post-production for you to post across your social channels shortly thereafter.
Got a question or curious? Start a conversation with us here. 🤔📲
Together, let’s make every frame count!
