Louis Vuitton's live shows conjure extended engagement on LinkedIn

For Louis Vuitton, a live-streamed fashion show is no mere substitute for the real thing - it's far more than that. Since October 2019, the leading luxury brand has been making LinkedIn Live catwalk shows a centrepiece of its innovative engagement strategy on the platform, showcasing four new collections over the course of a year. Its holistic creative strategy, developed in collaboration with KR Media includes long-form video ads acting as previews of shows, and shorter films that drive engagement after them. Following the launch of its new men's collection in Shanghai, this LinkedIn strategy engaged almost a million likely luxury buyers in just three days.

The Challenge

•   Bring Louis Vuitton shows to a wider audience of luxury buyers and fashion aficionados
•   Engage audiences before, during & after the shows themselves
•   Build excitement around new collections
•   Grow follower numbers and affinity for the Louis Vuitton brand

The Solution

•   Live streaming of catwalk shows using LinkedIn Live
•   Three-phase campaigns incorporating peview films and sharing of video content following events, managed by KR media
•   New LinkedIn stories format, driving in-the-moment engagement with collections

Why LinkedIn?

•   The ideal environment, audience and mindset for luxury brands
•   Proven innovation partner for Louis Vuitton
•   Quality of engagement delivered by LinkedIn Live
•   Luxury affinity targeting to reach luxury buyers and those with an affinity for fashion

Results

•   Over the course of four LinkedIn Live shows, Louis Vuitton grew its LinkedIn follower numbers from 940,000 to 1.36 million, an increase of 45%
•   Content generated from the launch of its Virgil Abloh men's collection in Shanghai generated over 1.5 million video views with an engagement rate of 1.5%
•   The show's preview film delivered a view rate of 50% with its post-event video content generating a completion rate of 19%