How can you create a luxury social media advertising campaign on a budget?

Referring to the very people your brand highly values (and is willing to spend money on trying to influence), as either “targets” or “audiences” is outdated. No-one wants to feel like they’re being “targeted” - how can a strategy that starts with this language drive positive brand associations or preference, which is especially important for luxury brands? However, figuring out who you want to influence is a very important step, and is often underplayed in the region (due to a perceived lack of data or low research budgets). Demographics and socio-economic data are important for opportunity-sizing and media. Attitudinal and behavioural data (via qualitative/ethnographic research) will fuel insights for great creative. This is the formula.

You could have a great product in the luxury niche and make nothing out of it if you do not choose platforms wisely. Actually, I would say that more important is to adjust your content toward the platform. It is totally okay to have different platforms but if you can, the best thing to do is to adjust content to the platform. In most cases same content is used for all platforms - that is not the best solution but if you must do it like that try to optimize it for the most important platform for you.

The norms and conventions of most luxury categories, let alone the brand's own guidelines, will mandate a look and feel which is 'expensive'. One solution luxury houses are trialling and adopting with us, is social AR (augmented reality) experiences - Lenses on Snap, Filters on Insta and Branded Effects on TikTok. Brands like Dior, Gucci & LVMH realise the skill and technology exists today to create premium, scalable, digital brand experiences, which allow people to create and distribute premium, personalised, user-generated content on their behalf. This content is both more cost-effective and compelling. This is our latest example, for LVMH x Pharell: https://gallery.atomicdigital.design/?selected=louis-vuitton-speedy-p9

From an agency perspective, try not to use the budget, or lack thereof, as an excuse or see it as a restriction. It's an opportunity to showcase originality and prove our value as creative problem solvers and experts in our field. From a client's perspective, and I say this with the utmost respect for what CMOs and Brand Managers do, we'll deliver great work if you're willing and able to provide true clarity on the expectations, and maybe even be willing to compromise or try an untested idea. The more closely agency and client can collaborate on these types of brief, the better the outcome will be: every time.