Luxury and new media: doubling our efforts

Brand outreach via new media is constantly evolving. When my team and I assess press coverage following a product launch, blogs, websites and social media often account for 50% of the visibility we’ve achieved.

Although our clients at the helm of luxury brands still tend to focus on traditional media (TV, radio, newspapers and print magazines), it is clear that the Web has become essential and that brands need to develop outreach strategies adapted to them.

Burburry was one of the first luxury brands to take the plunge into social media. Today, more than 18 million fans have “liked” their Facebook page, and their Twitter and Instagram accounts each have 3 million followers. Their new media outreach is an inspirational model of marketing strategy.

At NATA PR, the success of our campaigns still is directly tied not only to the quality of our relationships but also to their quantity, which keeps growing: with all the new bloggers and professional Web journalists, the number of people we contact regularly has doubled in 6 years.

After Facebook and Twitter, Instragram has become the new darling of our fashion, beauty and lifestyle bloggers. What will we be using five years from now? I’m sure there will be new platforms that, once again, we’ll need to master in order to publicize the brands of our future clients…

To be continued…

Nata