“Storytelling is the most powerful way to put ideas into the world today”
– Robert McKee
Stories aren’t just for children; adults love them too. In fact, stories are probably bigger business today than they’ve ever been with content creators of all kinds vying to capture audience share with the most compelling, engaging, likeable and shareable content.
Luxury brands are businesses with big stories to tell and it is important to tell them well through the highest-quality content.
The best content promotes desirability, which is where visibility meets exclusivity
Although not exactly a brand, the city of Dubai is working hard to establish itself as a luxury holiday destination (as opposed to just a commercial one). Its current “#bemyguest” campaign is arguably a masterclass in how to gain massive visibility without compromising exclusivity (in this case as a luxury travel destination). They feature internationally-popular actor Shah Rukh Khan guiding visitors to Dubai to make the most of its many attractions.
On the one hand, the adverts are, quite simply, fun to view with a lot of emotional and visual impact, both of which practically guarantee a high degree of visibility. On the other hand, the excellent production values, together with the scenarios featured, subtly indicate that Dubai is a destination for discerning clientele, rather than a mass-market holiday spot, thereby tactfully preserving its exclusivity.
The result is that Dubai is perceived as a desirable place to take a holiday through the most creative storytelling, even by those who have never previously visited.
Time-sensitive content helps to create (or amplify) excitement
If you make content time-sensitive, you have to mean it. We could probably all think of a well-known furniture retailer that has sales so often, the effectiveness of these sales have become highly diluted.
Promotions are the obvious example of time-sensitive content but, really, the only limit is your imagination. The increasing trend towards live video streaming offers exciting options for luxury brands since it means that they can create time-sensitive events for both customer segments at a very low cost compared to real-world events and, of course, they can use digital events in parallel with real-world ones.
The best content underlines lifestyle and legacy
Burberry is the perfect example of a brand who use their legacy and lifestyle through storytelling. The Thomas Burberry story is an interesting one, so much so Asif Kapadia directed a film about it. The website is a showcase of their iconic products, as well as a visual storybook of the brand history. Through beautiful imagery teamed with short, factual anecdotes and a seamless user experience, the reader can glide through 139 years of Burberry’s history in a way which makes them feel truly connected to the brand. The legacy then transforms into the lifestyle aspect of the brand by showcasing how and where the products are made. By using clever content, Burberry has transformed their website into much more than a simple product catalogue.
In an age where luxury eCommerce is more competitive than ever, it’s essential that brands can use their lifestyle and legacy to their advantage. Whether products are made using 100% sustainable materials or whether the brand has a rich British heritage, this content should be amplified through content to connect with the audience.
If you’re re-thinking your content strategy and want to ensure you are telling your brand’s story effectively, get in touch to see how we can help.
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