Luxury has always been at the forefront of highly creative advertising to inspire discerning consumers to buy. Download the study created in partnership with The Luxury Institute to see what engaged 1200 US viewers, across 3 age brackets and 2 high income brackets.
The highest income bracket was generally far more emotionally engaged across the videos within the study.
AVOID THE ‘LOOKBOOK’
Videos that are just lovely moving images don’t cut it – an emotional connection must be made with the viewer.
TELL RELATABLE STORIES
A story that a viewer can understand, follow and relate to yields a stronger emotional reaction compared to those that don’t.
Recognisable stars may grab attention, but it’s the story that helps make the more important emotional bond.