Founded in 1854, Louis Vuitton has come a long way since its trunk-making beginnings.
The rich history of the French Maison is celebrated in the exhibition “Volez, Voguez, Voyagez,” most recently landing in New York City in October 2017. This leg of its trip around the world took place at the historic New York Stock Exchange building. The communication campaign surrounding the public event may seem like a departure from the brand’s usual offerings, but a wide variety of tools were leveraged in order to assure its overwhelmingly positive reception and buzz. This is a considerable feat considering the exhibition premiered almost three years ago in Paris and has already traveled to Tokyo and Seoul.
With a dedicated mobile app and exclusive geolocalized filters among other innovations, the campaign went above and beyond the previous scope to give an edge to the American iteration of the show. Engagement for the NYC content was two-times stronger than average and significantly higher than those of the previous exhibitions. One major factor was a celebrity-studded opening event that managed to go viral on social media. An eye-catching photocall with Sprouse-style personal initial stamps immediately flooded feeds.
Thanks to exhibition moments seemingly made for Instagram, user-generated content throughout the show’s two and a half-long tenure was strong and constant. An impossible-to-miss yellow vintage truck, a digitized subway, an old-fashioned airplane, a recreated subway station, and a wall-to-wall Sprouse room all allowed visitors to easily share their enthusiasm for the brand on social platforms. The specially-created Snapchat geofilter (over 13 million views) and dedicated Instagram Stories (over 16 million views) proved that fans of Louis Vuitton readily interacted with this kind of brand content. Overall, earned media was very positive and locally relevant (30k mentions of which 92% positive), proof of a strong appetite in NYC, eager to engage in and share the brand’s illustrious heritage.