What drives our fascination with luxury brands and how can this understanding be leveraged to create a cross-platform marketing strategy fit for the digital age?

This project spanned four continents and took us deep into the world of luxury goods buyers, through a combination of qualitative, ethnographic, and quantitative research.

Ultimately, we created a new luxury brand engagement model and mapped this across consumer touchpoints to provide insight, inspiration, and concrete marketing guidance for LVMH’s portfolio of brands.

The findings were presented via a global roadshow that included Paris (to LVMH’s brand managers), New York (IAB conference), Vienna (a Microsoft event for media and advertising agencies), and at the Cannes Lions Advertising Festival.