Gucci has long been one of the world’s leading luxury fashion brands, with a reputation for creativity. While the brand has a strong presence across Facebook, Twitter, and Instagram, their largest audience is on Facebook, with over 15 million fans and growing.
Let’s take a look at the tactics Gucci uses to grow its audience base and build loyalty on Facebook.
Posting Regularly: Gucci posts on Facebook regularly, which helps keep the brand top-of-mind for fans and also helps generate constant engagement. Gucci received over 109K Likes (Page Likes and Post Likes), 2.4K comments, and over 7K shares between 9/1/16-9/30/16, all with only 79 posts. That adds up to over 1.5K engagement per post.
Posting Relevant Content: Gucci understands that most of their fans do not get a chance to see behind-the-scenes happenings or high-profile events at Fashion Week. That’s why the brand posts well-crafted images and videos to draw customers into their world, encouraging a more substantial attachment and leading to a high amount of engagement.
Using New Features: Gucci has been using Facebook Live, which is an incredible feature for generating engagement and forging more intimate and immediate relationships with your audience. Gucci has used Facebook Live for quite a few events. The second-most engaging post in this data period was Gucci’s video post, a short recorded video of their Facebook Live session.
Especially worth noting here: the day Gucci shared the event on Facebook (Sept 19th), they saw the highest growth in the number of followers during this data period.
Representing Celebrity Partnerships: Partnering with celebrities, especially for a luxury brand like Gucci, is nothing new. It’s a great way to build brand equity and amplify brand reach. Gucci’s post about their new perfume, Gucci Guilty, starred Jared Leto and was one of the most engaging posts in this data period.
Writing Thoughtful Copy: When it comes to luxury branding, messaging is key. Good messaging helps consumers understand products better. Gucci writes unique, succinct copy for its Facebook posts, which helps them stand out. Gucci’s copy for their Fall/Winter 2016 sandals is short and creative, highlighting the most important aspects of the sandal. This was the third-most engaging post in September.
With over 1.7 billion people logging in each day, Facebook provides a unique opportunity for marketers who want to promote brand discovery, enhance brand awareness, and encourage community engagement. All of these factors contribute to keeping brands top-of-mind on Facebook.